Deck 1: Emergence of Sports Marketing

Question 1

The relationship between sport and entertainment can be best described as _____.

A) suffering from marketing myopia
B) things that we engage in for pleasure
C) spontaneous
D) things that we actively participate in
E) things that make us better individuals

Answer 1

B

Question 2

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

Answer 2

A

Question 3

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.

Answer 3

True

Question 4

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 sports marketing decisions
E) disseminate information for sports marketing decisions

Question 5

Under the model of consumer-supplier relationship,consumers and producers affect products.

Question 6

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

Question 7

Consumers of sport include _____.

A) media
B) agents
C) corporations
D) people
E) both c and d

Question 8

Examples of sports products include _____.

A) sporting events
B) athletes
C) corporations
D) financial institutions
E) both a and b

Question 9

Evidence of growth in the sports industry includes _____.

A) the number of people attending sporting events
B) the amount of spending on media coverage of sports
C) an industry generating $200 billion a year
D) all of the above
E) none of the above

Question 10

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

Question 11

Sports marketing is defined as _____.

A) the specific application of marketing principles and processes to sports products and to the marketing of nonsports products through the association with sport
B) the exchange process applied to sports products
C) the selling of athletics, sports entities, and sponsorship to consumers of sport
D) the set of elements that sports organizations use to meet their marketing objectives and to satisfy consumer needs
E) none of the above

Question 12

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

Question 13

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.

Question 14

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

Question 15

Sports participants can be best described as consumers who _____.

A) purchase sporting goods
B) play sports for fun
C) engage in both unorganized and organized sports
D) engage in organized sports only
E) both a and b

Question 16

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 sports industry are _____ and _____.

A) fitness centers; health services
B) sports camps; instruction
C) both a and b
D) sports equipment; sports collectibles
E) fitness centers; sports memorabilia

Question 17

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

Question 18

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.

Question 19

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

Question 20

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

Question 21

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

Question 22

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

Question 23

Discuss the simplified model of the consumer-supplier relationship as it relates to your favorite professional sport.

Question 24

Discuss the conditions that must be satisfied under the sports marketing exchange process.

Question 25

According to the text,the sporting goods industry and recreation industry,consisting of sports equipment,licensed merchandise,collectibles,and memorabilia,was nearly a $60 billion dollar industry in 2006.

Question 26

How is the definition of sports marketing related to the three distinct types of sports consumers?

Question 27

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

Question 28

There are four categories related to the sports product.Choose one and discuss why it is a sports product and how it is used.

Question 29

Define sports marketing and discuss how sports marketing is related to the entertainment industry.