spm 301/exam - california state university, bakersfieldecarter2/csub.sprt.405 winter...

SPRT. 405 CONCEPTUAL EXAM POOL ITEMS[40 ITEMS ON ACTUAL EXAM; 20 POINTS]

Chapter 1Emergence of Sports Marketing

Multiple Choice

1. Sports marketing is defined as _____. a. the specific application of marketing principles and processes to sport products and to the marketing of non-sport products through the association with sport b. the exchange process applied to sport products c. the selling of athletics, sports entities, and sponsorship to consumers of sport d. the set of elements that sport organizations use to meet their marketing objectives and to satisfy consumer needs e. none of the above

Answer: a Page: 3 Difficulty: Medium

2. Which of the following best illustrates sports marketing? a. St. Louis Cardinals developing a Mark McGwire coin for a game day promotion b. The USTA designing a plan to increase tennis participation c. Buy.com sponsoring a professional golf tour d. A school’s athletic department promoting Drug Awareness Week e. All of the above illustrate sports marketing.

Answer: b Page: 3 Difficulty: Medium

3. The relationship between sport and entertainment can be best described as both _____. a. suffer from marketing myopia b. are things that we engage in for pleasure c. are spontaneous d. are things that we actively participate in e. are things that make us better individuals

Answer: b Page: 4 Difficulty: Easy

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4. A marketing orientation is described as _____. a. understanding the consumer’s needs while achieving the organization’s objectives b. the coordinated set of elements that sports organizations use to meet their marketing objectives and satisfy consumer needs c. a sports organization that will do anything to satisfy its consumers d. sharing the information gathered to make market decisions e. all of the above


5. According to the text, an organization is marketing oriented when it engages in which of the following activities? a. intelligence generation b. intelligence dissemination c. responsiveness d. all of the above e. none of the above

Answer: d Page: 5 Difficulty: Easy

6. Evidence of growth in the sports industry includes _____. a. number of people participating in sport b. amount of sponsorship spending c. new leagues emerging d. all of the above e. none of the above

Answer: d Page: 6-8 Difficulty: Easy

7. The simplified model of the consumer supplier relationship attempts to _____. a. detail every complex marketing exchange in the sports industry b. provide a structure for the complexities of the sports industry c. examine sports products and the consumers who purchase these products d. gather information for sport marketing decisions e. disseminate information for sport marketing decisions

Answer: b Page: 11 Difficulty: Challenging

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8. Sport participants can be best described as consumers who _____. a. purchase sporting goods b. play sports for fun c. engage in both unorganized and organized sport d. engage in organized sport only e. both a and b

Answer: c Page: 13 Difficulty: Medium

9. Consumers of sport include _____. a. media b. agents c. corporations d. people e. both c and d

Answer: e Page: 15 Difficulty: Easy

10. Examples of sports products include _____. a. sporting events b. athletes c. corporations d. financial institutions e. both a and b

Answer: e Page: 17 Difficulty: Easy

11. Licensing is especially important to the sports industry because _____. a. professional teams make the majority of their revenues through licensing b. licensing helps make consumers aware of professional teams c. the majority of licensed products sold are sports apparel d. it helps professional sport teams to sell more season tickets e. both b and c

Answer: e Page: 18 Difficulty: Medium

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12. A growing area of the sports industry is referred to in the text as personal training. The products that are included in this area of the sport industry are _____ and _____. a. fitness centers; health services b. sports camps; instruction c. both a and b d. sport equipment; sport collectibles e. fitness centers; sport memorabilia

Answer: c Page: 19-20 Difficulty: Easy

13. The sports product map consists of the following two dimensions: _____ and _____. a. goods/services; tangible/intangible b. spectators/consumers; products/suppliers c. goods/services; body/mind d. body/ideas; producers/intermediaries e. goods/body; service/mind


14. Which one of the following is an example of producers/intermediaries? a. corporations/sponsors b. sporting goods/teams c. spectators/teams d. sporting goods/users e. none of the above


15. According to the text, the exchange process is central to any successful marketing strategy. For this process to occur, which of the following conditions must be satisfied? a. There must be at least two parties. b. Each party must have something of value to offer the other. c. Each party must be free to accept or decline the offer. d. Each party must believe it is desirable to deal with others. e. all of the above

Answer: e Page: 28 Difficulty: Challenging

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True/False 16. An organization is marketing oriented when it engages in intelligence generation, intelligence dissemination, and responsiveness.

Answer: True Page: 5 Difficulty: Medium

17. As discussed in the Spotlight on International Sports Marketing, Manchester United has limited itself in the area of global sports marketing.

Answer: False Page: 9-10 Difficulty: Challenging

18. Under the Model of Consumer-Supplier Relationship, consumers and producers affect products.

Answer: True Page: 11 Difficulty: Easy

19. According to the text, spectators are consumers who derive their benefit from the observation of the event.


20. When considering participants as consumers, the text indicates that in the past five years there has been a slight decline in this area of the sports industry.

Answer: False Page: 13-14 Difficulty: Challenging

21. In sports sponsorship, the consumer (in most cases) is exchanging money or product for the right to associate its name or product with a sporting event.


22. In the product area of the sports industry, goods and services are defined as both tangible and physical.

Answer: False Page: 16 Difficulty: Medium

23. According to the text, the sporting goods industry and recreation industry, consisting of sports equipment, licensed merchandise, collectibles, and memorabilia, was nearly a $70 billion dollar industry in 2002.


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24. Sports information products provide consumers with news, statistics, schedules, and stories about sports.


25. A good example of producers in the sport industry would be the media and sport agents.


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Chapter 2Contingency Framework for Strategic Sports Marketing

Multiple Choice

1. One reason that the contingency approach is especially useful for sports marketers is that the sports environment is _____.

a. very complex b. very certain c. full of uncontrollable factors d. basically a positive experience e. none of the above

Answer: c Page: 36-37 Difficulty: Medium

2. The three broad parts of the contingency framework include _____. a. external contingencies, the sports marketing exchange, internal contingencies b. external contingencies, the sports marketing mix, internal contingencies c. external contingencies, strategic sports marketing process, internal contingencies d. external contingencies, sports marketing selections, internal contingencies e. external exchanges, sports marketing contingencies, internal sport processes

Answer: c Page: 38 Difficulty: Challenging

3. All of the influences within the organization that affect the strategic sports marketing process are known as _____.

a. internal contingencies b. internal technologies c. organizational culture d. organizational strategies e. external contingenciesAnswer: a Page: 39 Difficulty: Easy

4. Marketing Selection Decisions are commonly referred to as _____. a. STM b. STP c. STS d. TPS e. both a and bAnswer: b Page: 40 Difficulty: Easy

5. Segmenting the market based on a person’s age, gender, and occupation is an example of _____.

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a. benefit segmentation b. demographic segmentation c. behavioral segmentation d. geographic segmentation e. psychographic segmentation


6. According to the text, the definition of positioning is _____. a. placement of a product on a page b. where a sports product appears on a page c. placing sports products in movies d. fixing the sports product in the minds of the target market e. none of the above

Answer: d Page: 44 Difficulty: Medium

7. Charging $125 for exclusive club seating at the “new” stadium best describes a _____. a. marketing mix decision b. market selection decision c. promotion mix decision d. all of the above e. none of the aboveAnswer: d Page: 45-47 Difficulty: Medium

8. The marketing mix element that is best exemplified by Cincinnati’s decision to build the Paul Brown Stadium is _____. a. product b. place c. price d. promotion e. all of the above

Answer: c Page: 46 Difficulty: Easy

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9. When sport marketers communicate to the general public through advertisements, public relations efforts, sponsorships, and personal selling, this is known as the sports _____. a. product mix b. pricing mix c. placing mix d. promotion mix e. product and placing mix


10. Which of the following is NOT an activity associated with implementation of sports marketing plans? a. organizing b. leadership and interaction c. information management d. coordinating and timing activities e. mission and vision statements

Answer: e Page: 48 Difficulty: Medium

11. Which of the following is the first of the functional activities associated with implementation? a. leadership and interaction b. information management c. organizing d. resource acquisition and allocation e. coordinating and timing activities


12. Two activities that are required in the implementation phase of sport marketing plans are strong _____ and good _____ within the sport organization. a. personalities; resources b. leadership; interaction c. promotions; public relations d. organizing; public relations e. none of the above


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13. According to the text, an advertisement designed to run during the holiday season could be destroyed if it is plagued by mistakes in _____ and _____. a. timing; allocation b. resource acquisition; organization c. coordination; timing d. public relations; organizing e. none of the above


14. The analysis done by a sports organization to examine the difference between revenues generated and cost incurred is called _____. a. sales analysis b. profitability analysis c. profit to earnings analysis d. revenue stream analysis e. revenue to sales analysis


15. According to the text a(n), _____ is a systematic and exhaustive appraisal of an organization’s marketing activities. a. marketing audit b. implementation of the marketing process c. strategic marketing exchange d. sport marketing pricing audit e. strategic audit

Answer: a Page: 54 Difficulty: Challenging

True/False

16. The author points out that “today’s sport marketer can depend on the sport industry for stability in an organization’s brand equity.”

Answer: False Page: 36 Difficulty: Easy

17. The author points out that “a different set of situations may alter the strategic marketing process between professional and collegiate level of sports.”


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18. According to the text, one model that provides a system for understanding and managing the complexities of the sports marketing environment is called the contingency framework for strategic sports marketing.

Answer: True Page: 37 Difficulty: Challenging

19. The first step in the strategic sports marketing process is the control phase.


20. According to the text, external contingencies are defined as all influences outside and inside the organization that can affect the organization’s strategic marketing process.

Answer: False Page: 39 Difficulty: Challenging

21. Marketing selection decisions are sometimes referred to as STP, or segmentation, targeting, and positioning.


22. In strategic sports marketing a target market must be sizable, measurable, reachable, and demonstrate behavioral variation.


23. Activities associated with implementation of sport marketing does NOT include resource acquisition and allocation.


24. One common sport marketing objective (under the control phase process) that must be continuously monitored is sales data or sales analysis.


25. One of the most critical objectives for sports organizations (under the control phase process) is customer satisfaction.


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Chapter 3External and Internal Contingencies

Multiple Choice

1. Direct competition for a Reds baseball game includes _____. a. a high school baseball game b. the Kings Island Amusement Park c. a Bengals football game d. a University Of Cincinnati basketball game e. none of the above


2. Marketers of sporting events at any level realize their true competition is other forms of entertainment. This is known as _____ competition. a. direct b. indirect c. professional d. minor e. both a and b

Answer: b Page: 61 Difficulty: Easy

3. Which of the following forms of technology affect the way the Houston Texans market their expansion team? a. the Internet b. new advances in instant replay technology c. new equipment to reduce player concussions d. new phone marketing techniques e. new availability of credit cards/check cards


4. The _____ environment consists of natural resources and other characteristics of the natural world that have a tremendous impact on sports marketing. a. political b. legal c. physical d. regulatory e. none of the above

Answer: c Page: 68 Difficulty: Easy

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5. One major area of the legal environment for sport marketers to consider is _________, which deals with billions of dollars of sport-licensed merchandise. a. Title IX b. breach of contract c. trademark violations d. new telecommunication laws e. both a and c


6. Which of the following is NOT considered a part of the demographic environment?

a. size of population b. age c. shifts in ethnic groups d. social trends e. both b and d


7. The _____ environment is an important but uncontrollable factor for sports marketers. a. physical b. political c. economic d. regulatory e. all of the above

Answer: d Page: 68-72 Difficulty: Easy

8. Which of the following is NOT one of the four stages of the business cycle? a. prosperity b. race c. recovery d. recession e. depression

Answer: b Page: 72-73 Difficulty: Easy

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9. According to the text, _____ elements examine the big picture, or the national income, while _____ elements are those smaller elements that make up the big picture. a. microeconomic; macroeconomic b. macroeconomic; microeconomic c. macroeconomic; external d. external; microeconomic e. internal; external


10. A firm’s attempt to continually acquire information on events occurring outside its organization in order to identify and interpret potential trends is called _____. a. external planning b. external contingencies c. environmental scanning d. internal contingencies e. external marketing resources

Answer: c Page: 74 Difficulty: Challenging

11. _____ are all influences within the organization that can affect the strategic sports marketing process. a. Internal contingencies b. External contingencies c. Environmental contingencies d. Audit contingencies e. None of the above


12. In attempting to express its changing role in a dynamic business environment, a team may state that it provides an experience that is entertainment based. This simple phrase is, in effect, a(n) _____. a. organization statement b. mission statement c. business objective d. vision statement e. external contingency


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13. According to the text, a sport’s organizational objectives stem from the _____ and _____ statements.

a. vision; mission b. goal; vision c. mission; goal d. organizational; mission e. none of the above


14. At the Operational-Level Strategy, which of the following is NOT one of the levels? a. promotion b. product c. price d. sponsorship e. population size Answer: e Page: 82 Difficulty: Medium

15. A limited period of time during which the characteristics of a market and distinctive competencies of a firm fit together well and reduce the risks of seizing particular market opportunity is called _____. a. a strategic window b. a SWOT c. external scanning d. environmental factors e. audit scanning

Answer: a Page: 84 Difficulty: Challenging

True/False

16. Nike running shoes and Reebok running shoes would be an example of indirect competitors.

Answer: False Page: 62 Difficulty: Easy

17. Internet sites are one of the fastest growing new technologies to affect sport marketing.


18. A good example of out-of-market technology for sport telecast is the company DIRECTV.


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19. The cultural values that are of interest to sport marketers include individualism, youthfulness, achievement, success, and family.


20. The physical environment is natural resources of the natural world that have an impact on sports marketing.


21. The political environment plays little importance in America’s sport industry.


22. The major issue that has affected the legal environment of sports in the past decade has been the passage of Title IX.


23. According to the text, size of population is NOT considered a part of the demographic environment.


24. Age is one of the most common variables that a sport marketer uses in segmenting and targeting groups of sport consumers.


25. According to the text, a vision of a sport organization is described as a long-term road map.


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spm 301/exam - california state university, bakersfieldecarter2/csub.sprt.405 winter...

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