Multiple Choice
Identify the
letter of the choice that best completes the statement or answers the question.
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1.
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The controllable variables the company puts together to satisfy a target group
are referred to as the ______.
a. | marketing mix | c. | target market | b. | promotional mix | d. | product
orientation |
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2.
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Behaviors and preferences such as an individuals’s beliefs, opinions,
lifestyles, and habits are considered by marketers to be _____.
a. | psychographic characteristics | c. | geographic
characteristics | b. | physiological characteristics | d. | demographic
characteristics |
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3.
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Roone Arledge’s influence upon sport broadcasting included all of the
following except:
a. | Innovations such as instant replay and sideline reporters | c. | Refusing to allow
league commissioners and team owners to approve announcers | b. | Significant
progression in the way that sport marketers research the demands of the fan | d. | Innovations such as multiple cameras and crowd
microphones |
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4.
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In 1992, the San Jose Sharks utilized _____ in heavily traveled areas to help
gain information about fan reaction to proposed logo and uniform designs.
a. | random sampling | c. | pass-by interviews | b. | focus groups | d. | exit polling |
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5.
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All the following are examples of increasing competition due to the cluttered
marketplace except:
a. | added expenses in scouting, recruiting, and signing top talent | c. | popularity of
womens’ sports | b. | team and schedule expansion in major sports
over the past 30 years | d. | emergence of action sports |
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6.
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Because sport marketers have very little control over the results of a sporting
event, marketing entrepreneurs like Bill Veeck focus on _____.
a. | team willing percentage | c. | efficient operational
systems | b. | product extensions | d. | sponsorship revenues |
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7.
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All of the following are examples of a demographic trait or characteristic
except:
a. | Activities | c. | Age | b. | Gender | d. | Income |
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8.
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The first company to capitalize on the term official with regard to a
professional sport product was _____.
a. | Wilson | c. | Diamond | b. | Rawlings | d. | Spalding |
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9.
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Sport marketing includes the marketing of _____, _____, and _____.
a. | sponsorship, outfield billboards, and ticket packages | c. | goods, services, and
entities | b. | leagues, teams and individuals | d. | leagues, individuals and
events |
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10.
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The acquisition of rights to affiliate or directly associate with a product or
event for the purpose of deriving benefits related to that affiliation is known as _____.
a. | ambush marketing | c. | an endorsement | b. | sponsorship | d. | promotion |
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11.
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Sports marketers define _____ as the personal commitment and emotional
involvement customers have with a sport organization.
a. | fan identification | c. | target marketing | b. | customer promotion | d. | the winner’s
curse |
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12.
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Bill Veeck believed and operated under the philosophy that fans came to the
ballpark to _____.
a. | analyze baseball strategy | c. | study player
development | b. | watch a baseball game. | d. | be entertained |
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13.
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Nike was not a sponsor of the 1996 Olympic games in Atlanta. By turning a
parking garage in proximity to the Olympic village into a mini-Nike town, Nike engaged in
_____.
a. | target marketing | c. | sponsorship | b. | athlete endorsements | d. | ambush
marketing |
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14.
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Emphasis on product extensions and the development of team sport promotional
strategy can be attributed to _____.
a. | Roone Arledge | c. | Bill Veeck | b. | Mark McCormack | d. | Matt Levine |
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15.
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All of the following are elements of the promotional mix except:
a. | Pricing Research | c. | Advertising | b. | Personal Selling | d. | Publicity |
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16.
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Sporting events are examples of which type of sport product?
a. | Services | c. | Goods | b. | Entities | d. | Ideas |
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17.
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The earliest evolutionary change in sport broadcasting from factual reporting to
entertainment was seen in _____.
a. | The Internet | c. | ABC’s Monday Night Football
broadcast | b. | 1950’s World Series radio broadcasts | d. | The NCAA basketball
tournament |
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18.
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The process of planning, pricing, promoting, selling and distributing products
to consumers and businesses is known as _____.
a. | sponsorship | c. | customer research | b. | marketing | d. | promotion |
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19.
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The group of consumers to whom a product is marketed is the _____.
a. | audience | c. | demographic | b. | sports fan | d. | target market |
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20.
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Identifying subgroups of the overall marketplace based upon factors such as age
or income level is considered:
a. | Clustering | c. | Segmentation | b. | Strategic Positioning | d. | Targeting |
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Matching
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a. | Roone Areledge | e. | Mark McCormack | b. | Albert Spalding | f. | Bill Veeck | c. | Ambush
Marketing | g. | Goods | d. | Fan Identification | h. | Entity |
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21.
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This person was responsible for the development of product extensions, like
GIVEAWAY days.
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22.
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First pioneer of sponsorship. Coined the term “official”.
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23.
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Nike apparel is an example of this type of sport product.
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24.
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Increasing business by capitalizing on the popularity of the event without
becoming an official sponsor.
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25.
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This person created IMG, the first sport marketing agency.
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26.
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The personal committment to and emotional involvement with a sport team as seen
through the wearing of team apparel.
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27.
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The National Football League is an example of this type of sport
product.
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28.
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This person was an ABC executive that recognized sports televised in prime time
had to be entertainment.
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True/False
Indicate whether the
sentence or statement is true or false.
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29.
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Mark McCormack’s sport marketing agency, IMG, began through a relationship
with Arnold Palmer. IMG capitalized on Palmers’ popularity by signing endorsement
contracts, thus helping companies promote and sell products.
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30.
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Sponsorship within the sport world is a new phenomenon, introduced during the
1970’s.
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31.
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The potential for future embarrassment is a concern of corporations deciding
whether to use athlete endorsers.
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32.
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The design of new sport stadiums indicates that marketers believe the
“place” aspect of the marketing mix is becoming increasingly more important to sport
fans.
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33.
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Product outcome is more predictable in the marketing of sporting goods than in
the marketing of a sport service, like a game.
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