Sports Marketing Ch 1 I: Question Preview (ID: 23254)


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After purchasing the Atlanta Falcons, Arthur Blank conducted surveys and focus groups to find out what fans wanted in their relationship with the Falcons.
a) true b) false c) d)
Quality and customer focus are fundamental to marketing.
a) true b) false c) d)
Marketing is made up of two distinct elements: marketing of sports and marketing by sports.
a) false b) true c) d)
Connection to sports brands often is based on emotional attachment to a favorite athlete, team, or sport.
a) true b) false c) d)
Marketers for a sports organization have two options to increase the value of a sports property: reduce prices or reduce sacrifices needed to experience the sports property.
a) false b) true c) d)
) In the experience era of sports growth, technological advancements, such as smartphones and tablets, enable fans to engage with sports brands during sporting events through blogs, Facebook, and Twitter
a) true b) false c) d)
The two reasons for the increased investment in sports sponsorships are 1) sponsors recognize the increased interest people have in sports and 2) companies view sponsorships as a means of breaking through ad clutter in traditional media.
a) true b) false c) d)
Sponsoring international events such as the Olympics, FIFA's World Cup, and baseball's World Series helps firms build global brand identity for a small fee.
a) false b) true c) d)
Sports participation has been positively impacted by an increased interest in personal fitness as part of an overall healthy lifestyle.
a) true b) false c) d)
Within the 5 P's framework, the item/service offered would be the focus of the Product component.
a) true b) false c) d)
The group or groups most likely to use a product or service is called the target market.
a) true b) false c) d)
Product is a broad concept used to describe both tangible goods and intangible services or experiences.
a) true b) false c) d)
Sports organizations are heavily dependent on the quality of interactions that employees have with customers.
a) true b) false c) d)
After purchasing the Atlanta Falcons, Arthur Blank made all of the following changes based on input from fans except
a) creating new box suites for high-end customers b) lowering ticket prices c) purchasing land in Atlanta for parking d) opting not to sell in-game advertising spots
The sports characteristic of ________ may make the sports brand immune to threats other brands face, such as competition for attention and switching brands when performance does not meet expectations.
a) affinity advantage b) positioning challendge c) experience-based relationship d) intangibility
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