MIDTERM REVIEW UNIT 1

1. Professional sports teams benefit their surrounding community by A. endorsing local political candidates. B. attracting tourist dollars. C. hiring handlers to make sure athletes behave. D. making seat licenses available to season ticket holders.

2. The Chamber of Commerce for a large city estimates the income for the city generated by the sales tax, parking fees, food-service tax, and amusement tax collected as a result of a rock concert. This is an example of ______impact. A. total B. indirect C. fiscal D. direct 3. Which of the following usually is a characteristic of the sport/event industry: A. Manages a worldwide media network B. Communicates with a limited audience C. Provides products that are different for each consumer D. Employs only those people who have athletic ability 4. A unique characteristic of the sport industry is that it seeks to attract markets that A. demand mostly tangible products B. have consumers with artistic talent C. include spectators and participants D. are concerned with environmental issues 5. When a professional football expansion team is established in a community, the economic impact might result in A. business closures, job layoffs, and high inflation rates. B. more tourism, lower tax rates, and high interest rates C. increased job creation and more consumer spending. D. higher tax rates and fewer financial investment opportunities. 6. One of the main differences between professional and amateur athletes is that for professionals , the game is often A. their occupation B. closed to the public C. free of charge D. played for enjoyment 7. A characteristic of an event is that it is produced and consumed A. during planned intervals B. at the same time C. by the same group of people D. in unemotional ways 8. Which of the following is an example of marketing the sport event: A. holding a race for a charitable organization B. selling food products to a concession stand C. delivering exercise bikes to retailers D. distributing information about a NASCAR race 9. Promoting and selling an intangible product that is immediately consumed and cannot be resold is a unique characteristic of ______marketing. A. target B. mass C. event D. direct 10. The National Collegiate Athletic Association and the Professional Golfers' Association are examples of A. labor unions B. trade associations C. sanctioning bodies D. professional societies 11. One characteristic of event marketing involves promoting and selling a(n) A. tangible product B. unique experience C. nonperishable item D. physical appeal 12. A person responsible for matching up corporations with events that reach their target market has a career in A. sponsorship management B. sales promotion C. hospitality D. advertising sales 13. Which of the following marketing activities involves writing press releases and organizing news conferences for a sport organization: A. Promotions B. Advertising C. Media relations D. Community relations 14. Which of the following marketing activities involves responsibility for a sport organization's licensing activities: A. Community relations B. Public relations C. Sales D. Merchandising 15. Most sport/event products are classified as A. pure goods. B. pure services. C. a combination of goods and services. D. a combination of rented and owned-goods services. 16. Your high-school's basketball team went to the state championship game last year, but didn't even make the play-offs this year. This is an example of a(n) ______sport/event product. A. inconsistent B. perishable C. tangible D. consistent

17. Over the years, Wrigley Field has earned a reputation as one of the best places to watch a Major League Baseball game. This is called brand A. awareness. B. image. C. image extension. D. loyalty.

18. The programs, hot dogs, drinks, and souvenirs that fans buy during a sporting event are part of the total sports A. product. B. promotion. C. market. D. strategy. 19. Jacob started training for the Boston Marathon several months ago and was happy when he finished the marathon in record time. In this situation, Jacob was motivated to run in the marathon for personal growth, which resulted in a(n) A. appreciation for others' physical strength. B. need to take emotional risks. C. sense of pride and accomplishment. D. feeling of purpose and belonging.

20. Mark enjoys taking his family to professional baseball games because of the memories he has of his dad taking him to games when he was a young boy. What factor motivates Mark to attend these sports events with his family? A. cultural norms and values B. class and gender relations C. popular athletes D. significant others

21. 85% of a sport organization's season ticket holders live or work within two hours of the team's home playing field. In this situation, what factor motivates the season ticket holders' decision to buy? A. The venue's design and layout B. The stadium's geographic location C. The team's unpredictable performance D. Their sense of loyalty to the team's coach

22. Because the outcome of a match is uncertain, many fans attending a sporting event are motivated by the game's______value. A. financial B. entertainment C. economic D. physical

23. Sarah goes to an exercise class twice a week at a local gym. She takes the class to maintain a healthy lifestyle and to catch up with her friends. What motivates Sarah to attend the exercise class? A. The thrill of competition and social status B. Low membership costs and sport appreciation C. Personal improvement and social facilitation D. The need for recognition and personal values

24. Ryan loves baseball and plays year-round in several community leagues. He's very goal-oriented, focused, and is out to win every game. In this situation, Ryan participates in sports because he A. wants to maintain a healthy lifestyle. B. has a laid-back attitude. C. is very competitive by nature. D. enjoys socializing with teammates.

25. Which of the following statements is true regarding sports marketing: A. Corporations sponsor sporting events to decrease their brand recognition. B. The distribution of licensed sports apparel is an effective way to create team and brand awareness. C. The use of high-profile athletes to endorse products does not increase brand recognition. D. Sports marketing encompasses only the radio and television media.

26. Which of the following is an example of a licensed product: A. NASCAR earrings B. Buick invitational golf tournament C. Converse shoes D. Wheaties cereal box featuring an athlete

27. What might a sports organization offer a business to encourage that business to sponsor an event? A. naming rights B. percent of profits C. partial ownership D. Free advertising

28. When designing an event program for a charity event, it is important to A. include the printing costs on the back cover. B. provide product samples. C. acknowledge the event sponsors. D. offer free admission coupons to other events. 29. Which of the following is an example of a celebrity endorsing an event simply by being associated with it: A. saying a tournament is great B. Attending a grand opening C. Appearing in a print ad D. Cheering for a football team 30. Athletes are often considered to be particularly effective promoting products related to their A. education. B. background. C. sport. D. lifestyle. 31. A primary reason that large businesses purchase the naming rights to a new sport/event facility is because it A. usually increases spectator fan-base loyalty levels. B. is the least expensive way to create name recognition. C. reduces the need to engage in other promotional activities. D. provides exclusivity and has potential to maximize exposure. 32. Sports marketers have an advantage over all other types of licensors in the international marketplace because A. soccer is so popular. B. sports are universally appealing. C. foreign countries are usually wealthy. D. they already make so much money in the U.S. market. 33. A celebrity's appearing in a commercial for a soft drink while wearing a certain brand of clothing and holding a certain brand of tennis racquet is an example of A. cross-promotion. B. public relations. C. team-building. D. personal selling. 34. A celebrity who is paid to use a product and discuss its effectiveness during a lengthy TV commercial is giving a (n) A. personal observation B. testimonial C. interview D. sales presentation 35. The ultimate purpose of branding in sport/event marketing is to A. identify the retailer. B. create awareness. C. obtain a sponsor. D. encourage sales. 36. The team name, mascot, and logo are important elements that a sport/event organization uses to create and maintain A. financial accountability. B. brand awareness. C. image extension. D. market segmentation. 37. The basis for licensing process is A. the fans. B. manufacturing. C. trademarked property. D. sponsorship. 38. What are royalties? A. A percentage of expected sales B. A percentage of actual sales C. A percentage of union dues D. A percentage of taxes 39. Team-related factors that affect brand equity include A. schedule, coaches, and reputation. B. tradition, performance, and star athletes. C. performance, coaches, and star athletes. D. star athletes, schedule, and tradition. 40. A primary reason that many colleges and universities sell the naming rights for their new football stadiums or basketball arenas is to A. help pay for construction expenses. B. honor a former student-athlete. C. create publicity for the new facility. D. encourage fans to attend sports events. 41. Mask Company set up a hospitality tent outside the Olympics arena. Its goal was to encourage patrons to view it as an Olympics sponsor even though it had not paid sponsorship fees. This is an example of ______marketing. A. target B. ambush C. direct D. internet 42. The relationship between a sponsor and a sport entity is often described as a A. merger B. partnership C. buyout D. takeover 43. If Coca-Cola is the only soft-drink sponsor of your favorite team, Coca-Cola is considered a(n) ______sponsor. A. dynamic B. large-business C. sole D. exclusive 44. Information about sponsorship, cost, marketing opportunities, and audience demographics are examples of information A. provided to ambush marketers. B. included in a sponsorship proposal. C. included in event programs. D. provided in the city hosting the event. 45. When NASCAR fans list the sponsors featured on their favorite driver's car or clothing, they are demonstrating A. ambush marketing. B. sponsorship clutter. C. public service. D. brand recognition. 46. Which of the following are the most important considerations when designing a basketball team's logo: A. Mascot and team size B. Team name and team size C. Team colors and team name D. Location and mascot 47. What rule of thumb will help event/sport marketers develop a memorable logo? A. It should be elaborate and flashy. B. It should include clip art. C. It should be clear and simple. D. It should contain at least three colors. 48. What do some professional sport teams do to promote renewed interest in a team that is losing support from fans? A. Redesign logos B. Increase prices C. Send newsletters D. Change sponsors 49. Which of the following is a characteristic of an effective sport/event logo: A. Remote B. Timeless C. Practical D. Ambiguous 50. When creating tickets for a sport/event, organizations often embed special watermarks into the ticket design to A. boost fan attendance rates. B. reduce the tickets' printing costs. C. discourage counterfeiting activities. UNIT 2

1. What is one way that sport/event marketers use marketing information? A. To develop new products B. To determine credit scores C. To change economic trends D. To prepare sales invoices 2. Sporting-goods businesses often gather marketing information to A. identify trends B. obtain licensing contracts C. gain the respect of competitors D. adjust credit ratings 3. Having appropriate data helps sport/event marketers to set goals that are A. open-ended. B. realistic. C. general. D. broad. 4. To learn about its target market's needs and wants, a professional soccer league should obtain information from its fans A. before it implements organizational changes B. only when there appears to be a problem C. if ticket sales show short-term improvement D. in a proactive and systematic manner 5. Which of the following is a secondary source of sport/event information A. personal interviews B. computerized surveys C. accounting records D. demographic reports 6. A sport/event organization that wants to obtain information about the population in a certain geographic location might use A. government sources B. telephone surveys C. primary databases D. personal questionnaires 7. To know what websites and advertisements visitors see, sports and event e-marketers would check A. text files B. direct delivery programs C. clickstream data D. internet service providers 8. What is an example of a secondary source of data that a sport/event marketer can obtain internally? A. Magazine article B. Trade journal C. Government website D. Sales report 9. A sport/event marketer is having difficulty finding data about a competitor. The competitor's financial records are not public access. Which disadvantage of secondary research does this situation illustrate? A. It can be out of date. B. It can be incomplete. C. It can be costly. D. It can be time-consuming. 10. A database of competitor information often contains information about the competitor's A. budget structure B. production techniques C. advertising media D. creative strategy 11. Which of the following internal records might a business use to analyze information regarding customer satisfaction levels: A. expense reports B. debit receipts C. credit reports D. comment cards 12. What type of marketing information might a business obtain by monitoring sales invoices? A. service tactics B. profit margin C. sales territory D. customer profiles 13. What internal records do many businesses monitor in order to obtain useful marketing information? A. Sales reports B. Trade journals C. industry projections D. print advertisements 14. What type of competitor information is important for sport/event organizations to maintain in a database? A. consumption B. demographics C. market size D. price lists 15. Which of the following might a sport/event organization search to obtain marketing information A. foundations B. media C. newsletters D. internet 16. Which of the following is a reason why businesses should regularly monitor their internal records that contain marketing information: A. To compile regulatory data B. To review employment trends C. To analyze product performance D. To prioritize investment goals 17. A professional soccer league is considering an expansion team in a certain city. What is the best online secondary source to obtain current demographic information about the location? A. youth magazine B. government census C. national news outlet D. sporting goods association 18. Primary research includes collecting data for A. marketers across the industry to use. B. informational purposes only. C. the current research project. D. understanding economic cycles. 19. Which of the following sources is the most appropriate for obtaining primary marketing information about fans' opinions about a rock band's new album: A. concession vendors B. concert attendees C. event ushers D. facility managers 20. One type of sport/event marketing information is information that is obtained from A. managers B. referees C. coaches D. spectators 21. One way for the WSC Swim and Racquet Club to obtain primary information about the quality of its facilities and the level of its services is by A. reading industry publications B. surveying club members C. viewing competitors' web sites D. collecting promotional literature