SEM 2 Unit 2 Part 2 Question Preview (ID: 25640)
SEM 2 Unit 2 Part 2.
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Sport/Event marketers use public-relations strategies to create and maintain
a) low profiles.
b) suitable illusions.
c) specific images.
d) indifferent attitudes.
Before a sport/event organization can create goals for each one of its fan bases, what must the organization do?
a) Determine its strengths and weaknesses with each public
b) Evaluate the impact of various publicity messages
c) Identify the appropriate tools to deliver the public-relations message
d) Establish a positive relationship with a member of each fan base
By assigning a staff member to communicate and coordinate activities with each of its sponsors, a sport/event organization facilitates goodwill by
a) creating expanded advertising opportunities.
b) maximizing mass-media exposure.
c) processing special orders.
d) providing efficient, ongoing service.
A sponsorship agreement between a sport team and a local business should
a) benefit both parties.
b) provide tangible rewards.
c) guarantee results.
d) include third-party input.
When preparing a sponsorship agreement, it is important for the sport/event to include detailed information concerning the sponsor's
a) marketing rights.
b) selling policies.
c) financing sources.
d) hiring practices.
When writing a proposal for a potential sponsor, sport/event marketers should clearly emphasize sponsorship value and:
a) deadlines.
b) liability.
c) benefits.
d) confidentiality.
An important part of negotiating a sport/event sponsorship contract involves both the sport/event and the sponsor agreeing on the
a) date and time of the sport/event.
b) fee and payment schedule.
c) size and interest of the audience.
d) cost of planning and production.
Which of the following is the first step in a sponsorship presentation:
a) Create interest in your organization or event.
b) Give event details.
c) Create interest in the sponsorship opportunity.
d) Explain how the prospective sponsor can get involve
Your hockey team receives free skates from Nike as part of Nike's payment of its sponsorship fee. This arrangement is known as
a) exploitation.
b) relationship marketing.
c) exclusivity.
d) value in kind (VIK).
A salesperson says to a potential client, The arena's luxury boxes have plenty of space to entertain your business clients, and our catering staff can help you plan your menu needs for game-day festivities. What is the salesperson doing in this sit
a) Addressing objections
b) Describing amenities
c) Determining needs
d) Reaching closure
What is the best way to present your proposal to potential sponsor companies?
a) Over the phone
b) Via teleconference
c) Through the mail
d) In person
Sending newsletters, acknowledging efforts, providing extra benefits, and asking opinions are ways that event organizers
a) improve their brands.
b) advertise their products.
c) encourage vendor loyalty.
d) service their sponsors.
Sport/Event organizations need to build positive relationships with the media because they have
a) the means to spread news to the masses.
b) very few regulations that they must follow.
c) the ability to control advertising sponsors.
d) little control over what is considered newsworthy.
Which of the following is an example of a sport/event community outreach project:
a) The XYZ magazine publishes a story about a high-profile rock star who has survived cancer.
b) A soccer team works with local businesses and the media to create school mediation programs.
c) A well-known track star speaks to government legislators about athletes' illegal use of steroids.
d) The coordinator of an annual jazz festival applies for operating permits with government officials.
Why should sport/event marketers develop proof-of-performance packages for sponsors?
a) To provide information about the facility
b) To explain the type of sport/event
c) To list the important participants
d) To help sponsors justify the investment
One reason it is important to sell the venue is because the venue is part of the
a) market.
b) facility.
c) location.
d) product.
To create or maintain a certain image, companies sponsor sport/event organizations that display characteristics they want consumers to associate with their products. This is one way of enhancing
a) relationship marketing.
b) sales and sampling opportunities.
c) exclusivity.
d) public relations.
Bank of America is the only bank affiliated with your sport/event organization. This benefit is called
a) value in kind (VIK).
b) exclusivity.
c) ownership.
d) presenting sponsorship.
Ben Jerry's doesn't want its message to get lost among the messages of your team's other sponsors, so you offer to name the pregame show The Ben Jerry Pregame Report. This benefit is called
a) sales and sampling opportunities.
b) ownership.
c) exclusivity.
d) fund-raising opportunities.
Three local organizations—a bicycling association, a bike shop, and a hospital—set up a display at the town's summer festival. The display promotes the importance of wearing bike helmets to prevent head injuries. The organizations also give away bike
a) A creative sales pitch
b) A community outreach activity
c) A professional-development program
d) A public-relations crisis management initiative
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