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sport promotion and marketing exam 3Which of the following is a job function typically not performed by sport public relations specialists? What type of document used in public relations practice helps subjects speaking to the press stay on the desired message? Public opinion is one of the most powerful forces in society. What aspect of sport marketing is designed to formulate and shape favorable opinion through the mass media? In what form of media relations is the point of initiation the organization rather than an external entity? Which of the following is not a role of the public relations department? What is an effective way to inform, educate, and build relationships with stakeholders such as employees, season-ticket holders, athletics donors, and sponsors? internal public relations For any public relations professional, what is the key first step in effectively managing a crisis When a public relations professional develops an internal newsletter, which public relations function is being achieved? promoting employee relations For sport organizations, media relations and community relations are essentially interchangeable terms. Community relations can often be at least as effective as media relations is in affecting sales, generating positive public sentiment, and building a long-term relationship (and base) with the community Which of the following elements cannot be effectively tested when communicating by social media? Which of the following is an example of a team leveraging its influencers through social media? a facebook page for season-ticket holders only Why is social media valuable to sport teams today? Which of the following is not a space where teams are growing their social media audience? Share-optimized content refers to sport priorities using influencers to spread marketing messages and team information virally For sport teams that develop a social media strategy, which social network has the most active and engaged followers? ______________ is defined as the give-and-take relationship that must be groomed and nurtured by the sport organization in order to maintain a position with the media outlet who then promotes and broadcasts the sporting event. The Philadelphia Wings of the National Lacrosse League put their players' Twitter monikers on jerseys instead of last names. This exemplifies social media branding opportunity The Charlotte Panthers citywide Amazing Race scavenger hunt is an example of a(n) ________ using social media. A team's delivery of unique content, breaking news, and authentic insider information through its social media marketing can actually drive fan behavior. What intellectual property right protects inventions (new designs and processes)? What occurs when a trademark owner discontinues its use and does not intend to resume using the mark within a reasonable amount of time? the trademark is deemed abandoned What term describes the registration of a domain name (website address) solely for the purposes of trying to sell the name back to the rightful trademark owner for a profit? What term describes the strategies and tactics used by a company to imply that it is an official sponsor of a sporting event when it is not? Which of the following is not one of the components that make up intellectual property law? What term describes a word, name, symbol, or device used by a person, generally a manufacturer or merchant, to identify and distinguish its goods from those manufactured and sold by others and to indicate the source of the goods? Which of the following would be afforded copyright protection? What term describes the reproduction, counterfeiting, or imitating of a registered mark, without the consent of the mark's owner, in an attempt to sell or advertise goods or services that are likely to cause confusion or deceive consumers? What type of trademark is a commonly used word or phrase that is difficult, although not impossible, to protect? Which of the following would not be considered a benchmarking tool for addressing measurable marketing effectiveness standards? the gender and race hiring report card issued for U.S. sport leagues What job title is held by the person who coordinates all personal selling functions and is responsible for directing, training, and evaluating sales staff? Running an advertisement about the new stadium where the Newark, Delaware, minor league baseball team would play in is an example of mixing A major league baseball team's decision to raise season-ticket prices after a poor 2013 season and not re-sign its star free agent is an example of mixing Which of the following would not be considered part of an effective marketing control system? functional areas within a department that operate independently with little influence on one another When the marketing function areas within a sport organization are performed by too few employees, what is the typical result? day-to-day operations are emphasized more than strategic planning Which of the following would not be considered an organizational goal that addresses specific sport marketing objectives? have the team win more games, which would increase attendance Because of the Moneyball phenomenon, analytics has become popular in measuring athlete performance. Analytics, however, has seldom been used in sport marketing. More often than not, consumers balance product and promotion in their minds as they consider purchasing a sport product. Sport consumers develop perceptions of the place in which an event occurs-that is, a facility image and the place should match the level of the product. Which of the following did the authors accurately predict about sport marketing in the previous edition of the text? more college athletic departments will add proactive ticket sales team According to many of the sport marketing experts cited in the text, U.S. sport leagues would be wise to reduce efforts to globalize and instead to concentrate more on their domestic product. Which of the following was not a bold prediction by one of the guest sport marketing expert authors? the pga tour will drop one of their majors What area of sport marketing will continue to have a need for professionals? Which of the following did the authors not accurately predict about sport marketing in the previous edition of the text? more college athletic departments will add proactive ticket sales teams Which of the following is a sport marketing prediction for the year 2020 made by the textbook authors? team sponsors will want to interact more with other team sponsors and their consumers As they work to attract fans, sport marketers are becoming more interested in on-field performance and less interested in the in-venue experience. According to the text, many sport marketing experts believe that consumers will frequently use their cell phones and other mobile devices to pay for products and use as event tickets. As consumers use mobile devices to make more purchases, sport properties would be wise to expend more effort to track in-venue spending habits by spectators. 2 classifications of ambush marketing a brand's attempt to associate itself with a team or event without buying the rights to do so The deliberate ambushing of a market competitor, intentionally and knowingly attacking a rival's official sponsorship, in an effort to gain market share and to confuse consumers as to who is the official sponsor The attempt by an organization to directly associate itself with an entity for the purpose of ambushing through a legitimate link, such as the sponsoring of participating athletes or of a participating team or association, without securing official sponso Property Infringement Ambushing The intentional use of protected intellectual property, including trademarked and copyrighted property such as logos, names, words, and symbols, or knowingly infringing on the rules and regulations of an entity, in a brand's marketing as a means of attach Marketing activities by an official sponsor above and beyond what has been agreed on in the sponsorship contract types of indirect ambush activities associative ambushing trademarks name,pharses, symbols that differentiate a brand from others in the industry the exclusive legal right, given to an originator or an assignee to print, publish, perform, film, or record literary, artistic, or musical material, and to authorize others to do the same. (n.) exclusive rights over an invention; copyright; (v.) to arrange or obtain such rights; (adj.) plain, open to view; copyrighted confidential information a company needs to keep private and protect from theft north Asia:Russia characteristics of marketing in Asia 1-Universal Psychological Constructs 1)properties= growth of tangible and intangible assests -communicate value of product -salable product -quality: how well product performing? provides customers with the goods and services they want -help customers decide on purchases >inside sales process, purpose, parties supplier partnerships: good, services establishment, enhancement, maintaining looking at it as mutual benefits Cost relates not only to overall cost but also to such aspects as payment options and value received for the purchase price. E-mail communication with customers is most effective when it is done only to share product offers. One drawback of lowering a price is that it cheapens the value of the product In the field of sport marketing, the terms price and cost are interchangeable. This pricing concept involves pricing tickets based on preferred days for viewing opponents, part of the season, and location of the seat. What is the process of moving goods and services from the product producers into the hands of those who will benefit most from their use? Where is the entry-level sales position for most professional sport teams? A successful sport organization employs the same sales approaches to all its customers and potential customers. An effective sales strategy is to suggest possible solutions to a prospect before gathering data about the prospect. In the age of social media, e-mail marketing as a sales technique has virtually dried up. Consumer Satisfaction = Product Benefits - Costs Which of the following is not true in regard to why price is a critical element in the marketing mix? sport marketers have little control over price Direct mail is least effective as a sales technique when one generic price is distributed to a mass audience In what sort of pricing strategy does the team apply different price scales based on factors such as opponent, event, time of season, or day of week before tickets go on sale? Which of the following strategies is the least effective method for sport sales? For most sport teams, the sales generation process starts with Which of the following is an example of benefit selling? When two corporate partners attempt to jointly capitalize on a single sponsorship or licensing agreement What is it called?A co-op sponsorship agreement allows two or more corporate partners to capitalize jointly on a sponsorship or licensing agreement. True. When entering into partnerships with sport organizations, corporate sponsors have a variety of business objectives.
How is the effectiveness of signage as a marketing medium measured?The measure is calculated by dividing the amount of money spent for a given advertisement by the number of people exposed to it over a given period of time.
What two factors lead sports consumers to consider themselves experts?product salience/strong personal identification lead many sport consumers to consider themselves experts.
What occurs when a trademark owner discontinues its use and does not intend to resume using the mark within a reasonable amount of time group of answer choices?Abandonment occurs when the trademark owner stops using the mark with an intention to not resume using it.
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Which of the following was not a bold prediction by one of the guest sport marketing expert authors?
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