Sports Economics and Marketing
Final Exam Questions
Course Introduction
Sports Economics and Marketing explores the intersection of economic principles and marketing strategies within the dynamic world of sports. This course examines how economic theories apply to professional, amateur, and recreational sports, focusing on topics such as revenue generation, team financing, player labor markets, sponsorship deals, and the economic impact of major sporting events. Additionally, students delve into the development and implementation of effective marketing campaigns for sports organizations, brands, and athletes, including fan engagement, merchandise sales, and digital media. By analyzing real-world case studies and current industry trends, students gain practical insights into the business of sports and learn how to address contemporary challenges in sports economics and marketing.
Recommended Textbook
Sports Marketing 1st Edition by Michael J. Fetchko
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14 Chapters
1396 Verified Questions
1396 Flashcards
Source URL: https://quizplus.com/study-set/2947
Page 2
Chapter 1: Sports Meet Marketing
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100 Verified Questions
100 Flashcards
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Sample Questions
Q1) Discuss the business-driven factors that are given as reasons for the growth in sports.
Answer: Business-driven factors include growth of sports media,increased interest in sports sponsorships,desire to build global brands,and inclusion of sports in economic development planning.
Q2) The increase in investments in sports sponsorships is due to the following reasons except
A)increased interest in participatory sports
B)increased interest in spectator sports
C)increased level of ad clutter
D)increased level of sports media broadcasting
Answer: D
Q3) The challenge sports brands face when they are positioned as entertainment is a decrease in the size of the potential audience.
A)True
B)False
Answer: False
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Chapter 2: Examining Sports Entertainment Consumption
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106 Verified Questions
106 Flashcards
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Sample Questions
Q1) Explain the difference between direct and indirect consumption.Discuss why each is important to a sports property.
Answer: Direct consumption is when a person attends a live event.Direct consumption is important because it generates not only ticket revenue but additional revenue in parking,concessions,and branded merchandise.Direct consumers also tend to be more engaged and follow the team in social media.They also often encourage others to attend games.Indirect consumption involves following the team through TV,radio,the newspaper,and on the Internet.Indirect consumption allows fans to maintain allegiance to a team when they cannot make a game.It also generates advertising revenue and broadcast rights revenue.
Q2) Spatial layout aspects of a sports property's physical environment can include the following except
A)ease of entry and exit
B)spacious concourses and aisles
C)location of restrooms
D)scoreboard and signage
Answer: D
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4
Chapter 3: Understanding the Marketing Environment
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109 Verified Questions
109 Flashcards
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Sample Questions
Q1) The economic indicator that tracks monthly changes in the amount consumers spend for a representative basket of goods and services is the
A)Consumer Sentiment Index
B)Consumer Price Index
C)Buying Power Index
D)Consumer Confidence Index
Answer: B
Q2) Jonathan wants to get an idea of what fans are talking about and what they think of his sports team.The best secondary source for this information would be
A)the company's CRM system
B)social media buzz
C)syndicated data research firms
D)professional or industry publications
Answer: B
Q3) The amount of time Americans spend each week on leisure activities has declined.
A)True
B)False
Answer: True
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Chapter 4: Segmenting Audiences for Sports
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103 Verified Questions
103 Flashcards
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Sample Questions
Q1) Business markets can be segmented based on behavior,and the primary behavior variable of interest is
A)purchase activity
B)number of employees
C)advertising expenditures
D)budget for sponsorships and activation
Q2) Targeted reach is a measure of the number of persons who are
A)exposed to a small market segment
B)exposed by a media vehicle who are also part of the target market
C)within a market segment who can be reached by a specific media vehicle
D)within a media vehicle's audience who are exposed to a specific marketing message
Q3) Segmentation is a default strategy because it reflects the understanding that differences exist among consumers in the marketplace.
A)True
B)False
Q4) Discuss the types of questions that should be asked in terms of reaching and engaging consumers with marketing messages and communication channels.
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) Discuss the benefits of brand licensing for both the licensor and the licensee.
Q2) When the Houston Oilers football team moved to Nashville,it was necessary to change the brand identity because
A)retaining the current brand would be more costly than establishing a new one
B)the Oiler brand name was not easily recognizable by the Nashville fans
C)the Oiler brand name did not fit the Nashville market
D)the Oiler brand name was too general
Q3) Brands serve the following purposes or roles except
A)identity
B)experience
C)relationship
D)promise
Q4) Benefits of brand extensions include the following except
A)meeting competitors' offers
B)expanding customer base
C)preventing market share erosion
D)energizing a brand
Q5) Explain the different brand positioning strategies that can be used by a sports brand.Give an example of each.
Page 7
Q6) What is the difference between brand building and brand leveraging?
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Chapter 6: Defining the Product Offering
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100 Flashcards
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Sample Questions
Q1) For sponsorships,the actual product features may include the following except A)signage at the game or event
B)event tickets
C)sponsors watching the game with customers
D)client or employee hospitality events
Q2) Anna is responsible for developing a new advertising campaign for a football team.She believes focusing on the fun and excitement of being in the stands with other fans will appeal to consumers and encourage them to attend.This is an example of the ________ product level.
A)intangible
B)augmented
C)actual
D)core
Q3) In terms of brand leveraging strategies,brand licensing is a good approach for which method of connecting target markets with product innovations?
A)expanding existing customer relationships
B)locating former customers
C)breaking into new markets
D)attracting new customers in existing markets
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Page 8
Chapter 7: Tapping Into Passion Through Experiential Marketing
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102 Verified Questions
102 Flashcards
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Sample Questions
Q1) A basketball team has developed a program that rewards customers based on how many tickets the person purchases.Season ticket holders receive a locker room tour,a special dinner with the players,and an autographed basketball.Individuals who buy large ticket packages receive the locker room tour and autographed basketball.Individuals who buy smaller ticket packages receive only the locker room tour.This marketing approach is based on
A)branded events
B)client hospitality
C)value-added benefits
D)tiered rewards
Q2) Explain the four E's of experiential marketing.
Q3) 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
Q4) Discuss the reasons for the growth of experiential marketing.
Page 9
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Chapter 8: Planning the Brand Storycommunications Strategy
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Sample Questions
Q1) Based on the criteria for effective IMC objectives,which of the following would be considered the best?
A)Increase the number of multi-game ticket packages sold by 100 by the beginning of the season.
B)Increase the number of full-season ticket holders by 50.
C)Increase brand awareness in our target market by October 1.
D)Increase the number of sponsorships significantly within the next 90 days.
Q2) Experiential marketing is an effective way to make emotional appeals to a target audience in the ________ stage of the hierarchy model for sports impact.
A)associations
B)attitude
C)awareness
D)brand loyalty
Q3) Sarah accessed a QR code on her soft drink from a fast food restaurant that allowed her to obtain a free combo meal at the baseball stadium with the purchase of a game ticket.This is an example of a push marketing strategy.
A)True
B)False
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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) Relate the three message strategy approaches to the hierarchy sports model.
Q2) The marketing dilemma faced by the LPGA was to promote the star power of the players or the physical attractiveness of the players.
A)True
B)False
Q3) From a cost standpoint,the most realistic approach to setting the IMC budget is
A)affordability
B)objective and task
C)percentage of sales
D)return on investment
Q4) For a particular sports brand,the communications budget has always been 4% of sales.Sales declined by 6% over the last year.The percentage of sales method of budgeting is used based on last year's sales,so the communications budget for next year will be
A)reduced by 4%
B)reduced by 6%
C)increased by 4%
D)increased by 6%
Page 11
Q5) Outline the steps in brand communications campaign planning.
Q6) How can a team that has years of poor on-field performance be marketed?
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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) Which of the following is the most likely benefit of using coupons in sports marketing?
A)risk reduction
B)brand equity development
C)targeted messages
D)measurable results
Q2) Which term refers to the use of an incentive or something of value to influence a target audience to respond in a desired way?
A)interactive marketing
B)direct response marketing
C)sales promotion
D)permission marketing
Q3) Two types of sales promotion tactics are sampling and premiums.
A)True
B)False
Q4) A primary goal of brand communications is to strengthen relationships with target audiences.
A)True
B)False
Page 13
Q5) What is engagement,and what tools can be used to build engagement?
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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) Return on objective (ROO)measures how well a sponsorship performed against the objectives set prior to execution.
A)True
B)False
Q2) The primary methods of measuring the success of sponsorship include the following except
A)awareness
B)affinity
C)image
D)financial
Q3) The best way for a sponsor to ensure the benefit of targeted reach is by
A)matching the brand's target market with the sports property's audience
B)having a branded space in the sports venue
C)utilizing social media to engage the sports audience with the brand's target market
D)integrating the sponsorship with mass media advertising and interactive advertising
Q4) What two characteristics of sponsorship set it apart as a distinct brand communications tactic?
Q5) Discuss the factors in determining rights fees.
Page 14
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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) If a company signed a 2-year sponsorship agreement with a sports property for $60,000 the first year with a 5% escalator,the total fee paid in year 2 would be
A)$60,000
B)$57,000
C)$63,000
D)$3,000
Q2) Advanced ticket sales are vital to a sports entity for the following reasons except
A)reduces need to sell season tickets
B)represents revenue certainty
C)reduces marketing expenses
D)minimizes unsold tickets
Q3) In developing an asset inventory,practice areas are an example of a ________ asset.
A)facility
B)business category
C)promotion
D)special event
Q4) Explain the difference between variable pricing and dynamic pricing.
Page 15
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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) Having a clean sports facility for fans to enjoy games is an example of an explicit promise.
A)True
B)False
Q2) The outsourcing advantage of ________ is especially important in locating sponsorships for a sports property since an agency is likely to have contacts that the sports property does not.
A)resource availability
B)expertise
C)objectivity
D)cost effectiveness
Q3) If a sports property has multiple functions that need to be executed in a marketing strategy,then a full-service agency is appropriate.
A)True
B)False
Q4) Identify and describe how the components of a sportscape are used to make a sports experience more tangible.
Q5) What areas of ticket sales can be outsourced?
Q6) Discussion the reasons for keeping all marketing functions in-house.
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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) Skills needed for event marketing/management are
A)knowledge of ADA to ensure event compliance
B)creativity in developing events and organizational skills to implement ideas
C)technical skills to handle website event management
D)persuasive skills to sell clients and managers on experiential event ideas
Q2) Internships are valuable because they give students an opportunity to apply knowledge developed in their college courses in a work situation with a sports property.
A)True
B)False
Q3) Customer service jobs focus heavily on
A)acquiring new customers
B)retaining customers
C)prospecting for customers
D)developing customer loyalty
Q4) To be effective,networking should be done face-to-face.
A)True
B)False
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