Recreation and Leisure Services Marketing Exam Practice Tests
Course Introduction
This course explores the principles and practices of marketing within the context of recreation and leisure services. Students will examine how market research, segmentation, targeting, and positioning are applied to promote programs, facilities, and events in both public and private sectors. Emphasis is placed on developing effective marketing strategies, creating compelling promotional materials, understanding consumer behavior in leisure settings, and utilizing digital and traditional marketing channels. Through real-world case studies and practical assignments, students will build the skills necessary to attract and retain participants, enhance community engagement, and contribute to the success of recreation and leisure organizations.
Recommended Textbook
Sports Marketing 1st Edition by Michael J. Fetchko
Available Study Resources on Quizplus 14 Chapters
1396 Verified Questions
1396 Flashcards
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Page 2
Chapter 1: Sports Meet Marketing
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100 Verified Questions
100 Flashcards
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Sample Questions
Q1) Within the 5 P's framework,engaging customers would be the focus of the Platform component.
A)True
B)False
Answer: False
Q2) Discuss the difference between increasing benefits and reducing sacrifices to add value to a sports purchase.Give at least two examples of each.
Answer: Examples of increasing benefits could be music displays,videos,and promotional giveaways.Examples of reducing sacrifices would be flexible ticket packages,price discounts,and bundle packages (tickets,drinks,food all in one price).
Q3) All-sports television programming began with A)Fox Sports
B)CBS
C)ESPN
D)cable television
Answer: C
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Page 3
Chapter 2: Examining Sports Entertainment Consumption
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106 Verified Questions
106 Flashcards
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Sample Questions
Q1) Describe and give an example of each of the eight motives that influence sports consumption and categorize each motive as social,psychological,or personal.
Answer: Social motives are family and group affiliation.Psychological motives are self-esteem and escape.Personal motives are aesthetic,entertainment,sensory stimulation,and economic.
Q2) Robert is the marketing manager for a minor league baseball team.He has noticed a large group of individuals who attend games to interact with each other.They don't pay much attention to the game itself.To attract these types of individuals to more games,Robert should most likely offer
A)group ticket packages
B)branded merchandise promotions
C)free access to streaming videos of games
D)recognition by the announcer at the game
Answer: A
Q3) The power of marketing communications to drive attendance at sporting events is debatable.
A)True
B)False
Answer: True
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Chapter 3: Understanding the Marketing Environment
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109 Verified Questions
109 Flashcards
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Sample Questions
Q1) Of the different categories of competitors that must be considered when analyzing the competition,the category of least concern would be
A)generic competition
B)brand competition
C)price competition
D)category competition
Answer: A
Q2) The third step in the strategic planning process is to
A)set goals and objectives
B)develop a strategic plan
C)conduct a situation analysis
D)gather information
Answer: A
Q3) The factors of an external marketing environment include the following except A)competition
B)technology
C)economy
D)nonprofit agencies
Answer: D
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Page 5
Chapter 4: Segmenting Audiences for Sports
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103 Verified Questions
103 Flashcards
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Sample Questions
Q1) In choosing appropriate media vehicles for a marketing message,cost is a major consideration.In this context,cost effectiveness considers two factors: dollar cost of placing the marketing message in the media vehicle and the number of individuals exposed to that media vehicle.
A)True
B)False
Q2) Events and other forms of experiential marketing provide customer engagement that can be more enduring and impactful than just brand exposure and can also be a differentiator for a business to demonstrate care towards its customers.
A)True
B)False
Q3) Of the traditional mass media,the sharpest decline in advertising expenditures in the future is anticipated to be for
A)television
B)radio
C)newspapers
D)magazines
Q4) Discuss the differences between B2C and B2B marketing.
Q5) What is market segmentation?
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Chapter 5: Building a Relevant Brand
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102 Verified Questions
102 Flashcards
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Sample Questions
Q1) Kelly is the marketing director for a minor league baseball team.She plans to promote the team as the "local team" and focus on civic pride.This approach to brand positioning is most likely based on A)product attribute
B)quality
C)user imagery
D)value
Q2) Brands serve the following purposes or roles except A)identity
B)experience
C)relationship
D)promise
Q3) Product extensions outside the core product category typically pose lower risks of failure because the new product taps into the brand's strength,such as popularity or high perceived quality.
A)True
B)False
Q4) Brand promises can be implicit or explicit.
A)True
B)False
Page 7
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Chapter 6: Defining the Product Offering
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100 Verified Questions
100 Flashcards
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Sample Questions
Q1) For a new innovation to be adopted,it must possess the following characteristics of relative advantage except being
A)relevant
B)recognizable
C)resourceful
D)real
Q2) In the next advertising campaign,Erin plans to focus on the benefits provided by the sports team for which she is marketing director.This is an example of the ________ product level.
A)intangible
B)augmented
C)actual
D)core
Q3) For innovations in sports,an excellent way to encourage trial usage is to use
A)sampling
B)advertising
C)demonstrations
D)live events
Q4) Identify the levels of a product and explain each level.
Q5) What are three approaches for connecting target markets with products?
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Chapter 7: Tapping Into Passion Through Experiential Marketing
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102 Verified Questions
102 Flashcards
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Sample Questions
Q1) Amanda looked up at the scoreboard and exclaimed,"Wow,that is so vivid and fantastic.I don't know what that cost,but it is absolutely great and worth it to see replays." This is an example of the sportscape factor of
A)layout accessibility
B)aesthetics
C)seating comfort
D)electronic equipment
Q2) Key characteristics of experiential marketing include the following except A)activation
B)sensory experience
C)interaction
D)relationship
Q3) Jesse sees no real difference in attending a basketball game or a hockey game in terms of entertainment value.This situation is known as
A)brand parity
B)brand loyalty
C)brand indifference
D)brand awareness
Q4) What factors go into the evaluation of seating comfort at a sports facility?
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Chapter 8: Planning the Brand Storycommunications Strategy
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100 Verified Questions
100 Flashcards
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Sample Questions
Q1) A combination of internal needs and external forces such as ________ led to the emergence of IMC as a marketing practice in the mid-1990s.
A)declining customer brand loyalty
B)investment accountability
C)global competition
D)the rise of social media
Q2) As consumers move from knowledge to affinity in the hierarchy model for sports,their relationship with the brand focuses more on feelings and emotions about the brand.
A)True
B)False
Q3) Multiple research studies on the motivation for attending sporting events have found that ________ is(are)one of the least influential factors.
A)sponsorships
B)sales promotions
C)direct marketing
D)advertising
Q4) Compare the hierarchy model of sports to the hierarchy of effects model.
Page 10
Q5) Explain why integrated marketing communications is important.
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Chapter 9: Creating the Brand Storycommunications Campaigns
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106 Verified Questions
106 Flashcards
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Sample Questions
Q1) Why should the target market be defined before any other step in developing a brand communications campaign?
Q2) In evaluating the target market for an IMC campaign,Jennifer concludes that the target market lacks strong brand associations.To move this target market closer to a purchase,Jennifer should develop a behavioral objective aimed at action.
A)True
B)False
Q3) Methods of setting communication budgets include the following except
A)affordability
B)brand establishment
C)percentage of sales
D)return on investment
Q4) In terms of the timetable for implementing marketing tactics in an IMC campaign,a ________ schedule calls for a steady flow of communications between the marketer and audience over the course of the campaign.
A)continuous
B)flighting
C)pulsating
D)diverse
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Chapter 10: Telling the Brand Storycommunications
Channels
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112 Verified Questions
112 Flashcards
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Sample Questions
Q1) The best medium for creating awareness with extremely short messages is A)television
B)radio
C)newspapers
D)outdoor
Q2) To run a national advertising campaign on cable TV,it is necessary to make multiple purchases of media time with a number of different companies throughout the United States.
A)True
B)False
Q3) During the closing of a sales call,Scott reminds the prospect that there are a limited number of ticket packages available.The prospective client will need to make a decision soon or risk losing out on the deal.This is an example of an "incentive close."
A)True
B)False
Q4) Due to its short exposure time,outdoor advertising is ideal for engaging consumers with a message.
A)True
B)False
Page 12
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Chapter 11: Leveraging Sports Brands Through
Sponsorship-Linked Marketing
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107 Verified Questions
107 Flashcards
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Sample Questions
Q1) One of the strongest triggers for a brand ending a sponsorship is dissatisfaction with the results.In most cases,however,dissatisfaction is not the real problem.Instead,it is
A)unclear expectations of the relationship
B)sports properties not fulfilling sponsorship obligations
C)inadequate budgets to activate sponsorships
D)changes in the strategic focus of sponsoring brands
Q2) Angela is going to invest in being one of the title sponsors at the 3-day Little League regional tournament being held in her town this year.This is an example of which type of sponsorship event?
A)team events
B)single-day events
C)off-field events
D)multi-day events
Q3) A sponsorship is a relationship that must be nurtured because sponsors expect a return for their investment.
A)True
B)False
Q4) Describe the various sponsorship objectives.
Q5) Discuss the value of sponsorships to sponsors.
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Chapter 12: Measuring Sports Brands Through
Sponsorship-Linked Marketing
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100 Verified Questions
100 Flashcards
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Sample Questions
Q1) Ariel is examining the retention rates of season ticket holders for the NBA team she represents.She discovered her team's retention rate is 87%.Compared to the NBA league average,this is
A)below the league average
B)about equal to the league average
C)above the league average
Q2) In developing an asset inventory,fan conventions are an example of a ________ asset.
A)facility
B)business category
C)promotion
D)special event
Q3) An advertising campaign cost $300,000.Revenue was $850,000,service costs and expenses were $430,000.What is the marketing ROI?
Q4) In most cases,marketers' greatest challenge in measuring the effectiveness of marketing is the availability of information that isolates the incremental impact of a particular marketing tactic.
A)True
B)False
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Chapter 13: Living the Brand Promise: Delivery of Sports Experiences
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90 Verified Questions
90 Flashcards
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Sample Questions
Q1) Primary advantages of outsourcing a marketing function include the following except
A)image
B)expertise
C)objectivity
D)cost effectiveness
Q2) A service blueprint is useful for the following reasons except
A)it assigns responsibility for each task during the service process
B)it shows how customers interact with the service delivery
C)it shows the role of support personnel in the service process
D)it shows the cost per transaction
Q3) As part of managing the ________ component of service quality,Whitney works with the team's cheerleaders to make sure they always perform to the best of their ability during games.
A)reliability
B)empathy
C)intangibility
D)assurance
Q4) Describe the methods that sports properties use to increase the tangibility of a sports experience.
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Chapter 14: Preparing Future Sports Marketers
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59 Verified Questions
59 Flashcards
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Sample Questions
Q1) Typical tasks at sporting events that utilize volunteers include the following except
A)supervising parking
B)registering individuals for events
C)staffing exhibits or displays
D)supervising food service operation
Q2) A primary skill needed for a business analyst within marketing operations responsible for providing information about season ticket holders,multi-game ticket package purchases,and fans in general from data collected is
A)communication skills
B)creative problem solving
C)passion for people
D)innovative,entrepreneurial spirit
Q3) Successful event managers are able to creatively solve problems as well as coordinate vendors,suppliers,and staff to make sure an event goes as planned.
A)True
B)False
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