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Sports Marketing Ch 1 II
Test Description: Good Luck!
Instructions: Answer all questions to get your test result.
1) When a sports property positions itself as entertainment, the concept of positioning challenge implies
A
an increase in potential audience, but also an increase in competition
B
a lower level of competition
C
an increase in potential audience, but also a decrease in competition
D
a decrease in potential audience, but also a decrease in competition
2) Jacob really enjoys playing fantasy baseball and spends hours every week online learning about players and playing games. This is an example of which unique characteristic of sports marketing?
A
experience-based relationships
B
a positioning advantage
C
intangibility
D
an affinity advantange
3) Creating, maintaining, and enhancing long-term relationships with individual customers as well as stakeholders for mutual benefit is
A
affinity marketing
B
sports marketing
C
relationship marketing
D
experience marketing
4) Marketing experts estimate it costs ________ times more to attract a new customer than it does to retain a current customer.
A
12
B
3
C
9
D
6
5) All of the following are external factors that influence sports marketing decisions except
A
target markets
B
technology
C
competition
D
economy
6) The ________ era was between 1900 and 1950 and is considered the infancy of the sports industry in the United States.
A
monopoly
B
television
C
highlight
D
experience
7) The ________ era was between 1950 and 1990 and is characterized by the explosive growth of the sports industry because sports could be viewed in homes.
A
television
B
experience
C
highlight
D
monopoly
8) The ________ era was between 1990 and 2010 and is characterized by the increased popularity of the Internet for accessing sports information.
A
highlight
B
monopoly
C
experience
D
television
9) During the ________ era fans had the technological capability to initiate contact with a sports brand and talk with each other through venues such as Facebook and Twitter.
A
highlight
B
television
C
monopoly
D
experience
10) The increase in investments in sports sponsorships is due to the following reasons except
A
increased level of ad clutter
B
increased interest in spectator sports
C
increased level of sports media broadcasting
D
increased interest in participatory sports
11) A major sporting event can have the most impact on a local community through
A
attendees spending money at local restaurants and hotels
B
television stations charging broadcast rights fees
C
revenue generated by advertising the event on local radio stations
D
signage posted around the stadium or sports complex
12) Jessica enjoys running and often participates in marathons. This would be an example of which customer-driven factor in the growth of sports and sports marketing?
A
increased interest in women's sports
B
introduction of new sports
C
increased interest in personal fitness
D
increased emphasis on leisure activties
13) In terms of the 5 P's of sports entertainment marketing, promotion focuses on
A
responding to customers
B
satisfying customers
C
serving customers
D
engaging customers
14) Strategies are
A
short-term decisions
B
decisions made in support of an organization's tactics
C
managerial decisions that affect the organization as a whole
D
decisions made in relation to the marketing mix elements
15) A statement of what an organization does, who it serves, and its goals is
A
the platform component of the 5 P's
B
an organization's mission
C
marketing strategy
D
the positioning statement
16) An organization's ________ is (are) attributes or characteristics that matter to stakeholders, employees, customers, and local communities, such as being family-friendly.
A
marketing strategies
B
values
C
mission
D
positioning
17) 87) Decisions about the location of a sports product are referred to as ________ decisions.
A
profit
B
place
C
positioning
D
platform
*select an answer for all questions
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