Deck 12: Measuring Sports Brands Through Sponsorship-Linked Marketing

Question 1

Variable pricing is typically impacted by the following except

A)day of week
B)month of year
C)location of seat
D)opponent

Answer 1

C

Question 2

Reasons for measuring marketing performance include the following except

A)identifies marketing problems
B)aligns marketing activities with the brand
C)evaluates the effectiveness of marketing decisions
D)used to translate insights into actions

Answer 2

A

Question 3

With dynamic pricing,the lowest prices are typically

A)just prior to the game or event
B)in the least desirable location of the stadium
C)sold to business customers
D)right after they go on sale

Answer 3

D

Question 4

Premium seating,which is special seating areas,has become less significant in recent years due to the recession and economic downturn.

Question 5

The secondary ticket market can provide pricing information to sports properties about the value of tickets,which can be used for ticket pricing decisions.

Question 6

The marketing concept is based on a dual focus of meeting customers' needs and meeting the organization's needs.

Question 7

Metrics used to measure marketing performance should focus on activities,not results.

Question 8

Establishing different prices based on demand is

A)marketing pricing
B)variable pricing
C)dynamic pricing
D)demand pricing

Question 9

Marketing sports to groups can be an effective strategy for selling excess ticket inventory and attracting new individuals to the sport.

Question 10

Pricing that utilizes technology to continuously adjust prices based on supply and demand is

A)marketing pricing
B)variable pricing
C)dynamic pricing
D)demand pricing

Question 11

Sponsorship managers should make an inventory of all marketable assets that potentially could be of interest to sponsors.

Question 12

Traditionally,the price set for a given seat location at a sports venue was the same for all dates and locations.

Question 13

Group ticket sales are efficient for the ticket sales staff because it is more efficient to sell a group of 100 tickets than 50 transactions of 2 each.

Question 14

The approach to pricing multiple-game ticket packages historically has been to position season ticket holders as enjoying the benefit of receiving discounted pricing of single-game prices.

Question 15

The measurement of social media should go beyond counting the number of people reached;it must include an assessment of the content of the online communications.

Question 16

When evaluating the health of a sports organization,it is best to focus on a few metrics that provide key information about the property's marketing performance.

Question 17

Measuring performance is an essential third stage in the strategic planning cycle.

Question 18

An advantage of group ticket sales is that members of the group will normally display some loyalty to the team and typically become regular fans.

Question 19

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.

Question 20

Because of the importance of managing a brand's identity and image,it is important that marketing activities are evaluated to determine their effectiveness at brand building.

Question 21

Aspects of marketing performance that should be measured by sports organizations include the following except

A)fan engagement
B)profit margin
C)customer satisfaction
D)return on investment

Question 22

Luis has developed several sales promotions to boost attendance at home games.He is now comparing the attendance rates for games with and without sales promotions.Luis is most likely measuring marketing performance to

A)identify marketing problems
B)align marketing activities with the brand
C)evaluate the effectiveness of marketing decisions
D)translate insights into long-term strategies and actions

Question 23

The formula for calculating return on investment (ROI)is

A)(revenue - marketing investment)/ marketing investment
B)(revenue - expenses)- marketing investment / marketing investment
C)(revenue - expenses - marketing investment)
D)(revenue - expenses - marketing investment)/ revenue

Question 24

Typical methods for measuring customer satisfaction are

A)social media and Twitter comments
B)comment cards and agencies such as Sports Fan Graph
C)focus groups and surveys
D)online polls and exit interviews

Question 25

In looking at nonrenewals of season ticket holders,useful information would include the following except

A)dates of past renewals
B)number of games a person did not attend
C)price paid for season ticket
D)number of years person was a season ticket holder

Question 26

In the marketing planning process,managers make predictions about the impact of planned strategies in the following ways except

A)examining past performance
B)identifying expenditures
C)surveying customers
D)applying expertise

Question 27

Measurement of social media performance tends to focus on the following except

A)ratings
B)audience size
C)topics of conversation
D)favorability of brand mentions

Question 28

The Tampa Bay Rays segments,such as The Kid and The Professional,reflect more than just names of segments.For each segment,the Rays have information such as the following except

A)psychographic data
B)demographic profile
C)why they attend games
D)behavior characteristics

Question 29

For websites such as Facebook and a team's website,metrics that can be obtained include the following except

A)number of page views
B)targeted reach
C)unique visitors to a page
D)number of fans or followers

Question 30

A sports team has 2000 season ticket holders.For the next year,1500 renew their season tickets.The season ticket renewal rate is

A)133%
B)33%
C)75%
D)25%

Question 31

The Tampa Bay Rays incorporated performance measurement to better understand their customer segments.Through this effort the Rays determined they had the following customer segments except the

A)Parent
B)Fanatic
C)Retiree
D)Socialite

Question 32

Two metrics used to measure customer retention are

A)revenue and profit
B)retail sales and ticket sales
C)season ticket renewals and multi-game ticket renewals
D)season ticket renewals and sponsorship renewals

Question 33

The primary organizational need that marketing supports is

A)profit
B)revenue
C)customer generation
D)brand image development

Question 34

The performance measure that is viewed by many marketers as the ultimate measure because it is tied into profit is

A)fan engagement
B)retail services
C)customer satisfaction
D)return on investment

Question 35

Aspects of marketing performance that should be measured by sports organizations include the following except

A)retail services
B)tickets
C)branded spaces
D)sponsorships

Question 36

Measurement in traditional media channels such as TV and radio tends to focus on

A)brand image
B)targeted reach and frequency
C)impressions and costs
D)ratings and audience size

Question 37

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

Question 38

Measurement in traditional media channels such as TV and radio tends to focus on

A)brand image
B)targeted reach
C)impressions
D)exposure

Question 39

Coyle Media's Sports Fan Graph ranks leagues,teams,and media brands in terms of their reach in social media.Rankings are based on

A)fans on Facebook
B)fans on Facebook and followers on Twitter
C)fans on Facebook and team or league related sites
D)all social media,including Facebook,Twitter,blogs,and brand operated sites

Question 40

Measuring customer retention is a component of measuring

A)customer engagement
B)retail services
C)customer satisfaction
D)return on investment

Question 41

As the secondary ticket market became more sophisticated with reseller websites like StubHub,one group that was missing out on revenue from the secondary ticket market was

A)sponsoring brands
B)ticket clearing houses
C)sports agents
D)the sports property

Question 42

As a marketing tactic,group ticket sales should be emphasized for

A)home games that typically display low attendance
B)weekend games with higher anticipated attendance so groups can get the feel of a packed stadium
C)opponents that have star power and attract fans who do not usually attend
D)all games in an effort to develop new fans

Question 43

With dynamic pricing,the price floor in which prices cannot go below is determined by the price

A)season ticket holders pay
B)of multiple-game ticket packages
C)single game fans pay
D)of premium seats

Question 44

Recent developments in premium seating include the following except

A)shift to premium seats as valued-added benefit to sponsorship
B)lower demand for club seating
C)relocation of premium seats
D)resizing of premium seats

Question 45

Revenue from ticket sales makes up at least ________ percent of total revenues for the four major professional sports leagues in the United States.

A)35
B)50
C)65
D)80

Question 46

The professional sport that has the most difficulty in selling out all home games is

A)NHL
B)NFL
C)MLB
D)NBA

Question 47

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

Question 48

In terms of analyzing individual event ticket sales,managers should compare

A)multi-game ticket sales to advance sales
B)advance sales to total ticket sales
C)walk-up sales to season ticket sales
D)advance sales to walk-up sales

Question 49

Purchasers of multiple-game ticket packages,either full season or partial season,represent a key customer segment for a sports property because of

A)revenue generated
B)profit margin
C)lower costs
D)their loyalty

Question 50

Financial performance of a sports property should be tracked for each of the following ticket sales areas except

A)season tickets
B)premium seating
C)secondary tickets
D)individual game tickets

Question 51

At sporting venues,premium seat customers are largely

A)business people that sell the seats in the secondary market
B)purchased by team players to be used for their families and friends
C)local dignitaries and politicians
D)businesses that use tickets as client hospitality opportunities or to reward employees

Question 52

Full-season equivalents (FSEs)is calculated by

A)total tickets sold in multi-game packages divided by the facility seating capacity
B)total season tickets sold divided by the number of games or events in a full season times the seating capacity
C)total tickets sold divided by the number of games or events in a full season
D)total tickets sold in multi-game packages divided by the number of games or events in a full season

Question 53

Individuals resell tickets to professional sporting events for the following reasons except

A)the large number of games in a season makes it difficult for a season ticket holder to attend every game
B)businesses purchase group tickets and premium seating tickets to resell for a profit
C)to earn a profit by purchasing prime game tickets and reselling them at a higher price
D)individuals who purchase single-game tickets in advance cannot attend the game

Question 54

Changes in the premium seating at stadiums and arenas include the following except

A)decreasing demand for premium seats at the mid-level of a stadium
B)relocating premium seats further from the playing field
C)redesigning suites to accommodate 6 to 10 people
D)allowing companies to share a suite

Question 55

The loyalty of season ticket holders can be protected in all of the following ways except

A)offering to lock prices in exchange for a multi-year purchase
B)agreeing to a lifetime contract at a specified per game ticket price
C)using the price per game season ticket holders pay as the price floor for dynamic pricing
D)offering discounted pricing of single-game tickets to season ticket holders

Question 56

While definition of the size of a group ticket varies,the common requirement among sports properties is a minimum of ________ people

A)5
B)10
C)20
D)40

Question 57

The secondary ticket market is best defined as

A)buying and selling tickets after the sporting event or game has started
B)buying group tickets at a discount and selling them as individual game tickets
C)selling tickets purchased from a sports property to someone else
D)selling tickets to an independent company,such as StubHub

Question 58

Marketers have shown more creativity in selling multiple-game tickets.Tactics used include the following except to offer

A)smaller multiple-game tickets,such as 5- or 10-game packages
B)flexibility in the selection of games to be part of the package
C)weekend only packages for working individuals
D)flex plans that allow fans to choose a game that is not sold out

Question 59

When selling group tickets,the following considerations should be kept in mind except

A)the discounted group price should not be lower than the price paid per game for a season ticket holder
B)number of group tickets should be limited during peak game times
C)should be a minimum price floor for group ticket sales
D)individual groups should not be more than 50 in order to control prices

Question 60

The following statements about marketing ROI are true except

A)proposed marketing tactics should meet a threshold level
B)marketing ROI can be used as a post-event measurement of actual performance
C)marketing ROI measures can be compared to competitors' marketing ROI
D)marketing ROI can be used as a pre-event projection of profit margin in making yes/no decision

Question 61

In developing an asset inventory,practice areas are an example of a ________ asset.

A)facility
B)business category
C)promotion
D)special event

Question 62

Businesses in a sports property's area that are well known and respected are

A)community partners
B)endemic partners
C)image partners
D)brand partners

Question 63

Interstate Batteries is considered a(n)________ with NASCAR.

A)community partner
B)endemic partner
C)image partner
D)brand partner

Question 64

In developing an asset inventory,community partners are an example of a ________ asset.

A)facility
B)business category
C)promotion
D)special event

Question 65

In order to realize some revenue from the secondary ticket market,many sports properties have signed deals with ________ to be their official secondary ticket market vendor.

A)Ticketmaster
B)StubHub
C)SeatGeek
D)Four Square

Question 66

The secondary ticket market can benefit sports properties in the following ways except

A)generating revenue through partnerships with secondary ticket resellers
B)establishing a place to sell excess inventory
C)providing information on the pricing of tickets
D)monitoring the value of tickets to consumers

Question 67

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

Question 68

The formula for calculating total return on retail service operations is

A)total return = margin + velocity
B)total return = margin / revenue
C)total return = margin * velocity
D)total return = (revenue - costs)/ revenue

Question 69

Limitations of measuring marketing performance include the following except

A)obtaining the correct data
B)uncontrollable factors that affect marketing and financial performance
C)selecting appropriate measures related to the desired outcomes of marketing strategies
D)pinpointing the impact of marketing tactics on the intended responses

Question 70

In terms of retail sales performance,________ is the number of transactions.

A)velocity
B)total return
C)margin
D)per cap revenue

Question 71

In terms of retail sales performance,________ is a function of margin earned on each transaction coupled with the number of transactions.

A)velocity
B)total return
C)transactional margin
D)per cap revenue

Question 72

A dollar or percentage increase in rights fees after the first year of a sponsorship agreement is known as a(n)

A)endemic agreement
B)inflation factor
C)escalator
D)upfront cost

Question 73

Sponsors of a particular audience that are a good match for a sports property are

A)community partners
B)endemic partners
C)image partners
D)brand partners

Question 74

In developing an asset inventory,fan conventions are an example of a ________ asset.

A)facility
B)business category
C)promotion
D)special event

Question 75

Metrics that can be used to evaluate sponsorships include the following except

A)sponsorship inventory sold
B)rights fees paid by corporate partners
C)activation fees paid by corporate sponsors
D)sponsorship renewals secured

Question 76

In terms of retail sales performance,________ is the dollar amount spent on average by attendees at a sporting event.

A)velocity
B)total return
C)margin
D)per cap revenue

Question 77

Useful categories for developing a sponsorship asset inventory include the following except

A)facilities
B)business categories
C)special events
D)branded spaces

Question 78

Sponsored products that are associated with a sport or event because of a logical fit are

A)community partners
B)endemic partners
C)image partners
D)brand partners

Question 79

In developing an asset inventory,in-game contests are an example of a ________ asset.

A)facility
B)business category
C)promotion
D)special event

Question 80

Performance measurement for foodservice operations and on-site retail operations has tended to focus on the metric of

A)velocity
B)total return
C)margin
D)per cap