Deck 7: Tapping Into Passion Through Experiential Marketing

Question 1

Experiential marketing has changed the role of consumers from recipients to participants in the delivery process.

Answer 1

True

Question 2

In terms of adding value as an experiential marketing tactic,a good approach is to lower ticket prices,which allows more fans to attend a game or event.

Answer 2

False

Question 3

All products contain some level of symbolic meaning for consumers,setting the stage for using experiential marketing to connect the symbolic meaning brands possess to the feelings of consumers.

Answer 3

True

Question 4

Most spectator sporting events are categorized as passive participation experiences.

Question 5

The best way to create value for a brand is to increase benefits that will offset charging a higher price.

Question 6

The key to overcoming the brand parity situation is to increase the number of marketing messages as well as the variety of media being used.

Question 7

A key to achieving brand differentiation is establishing and strengthening customer relationships.

Question 8

Designing experiences for consumers has become a strategy for building customer relationships and defining a brand's meaning in the minds of consumers.

Question 9

Media clutter is present in all of the traditional media,but not among social networking sites and with digital media.

Question 10

Since not all customers are of equal value to a sports property,experiential marketing can be used to reward or show appreciation for a sports property's best customers.

Question 11

For businesses that use sports as a marketing vehicle to reach their customers,entertaining clients or prospects at a sporting event is an extended sales call.

Question 12

From a marketing perspective,not all customers are equal in terms of their loyalty,revenue impact,and profit contributions.

Question 13

In terms of the four E's of experiential marketing,entertainment experiences are passively absorbed by fans through one or more of their five senses.

Question 14

Because of the nature of sponsorships,it is virtually impossible to offer rewards to key sponsors without offering the same reward to all sponsors.Such tactics usually backfire.

Question 15

At the heart of experiential marketing's growth has been a desire to expose consumers to the sports brand and build brand preference.

Question 16

Experiences delivered in an immersion environment place a barrier between the event and audience since consumption occurs from a distance.

Question 17

In terms of the four E's of experiential marketing,a fan who is located at the railing of a horse race can become closely involved with the race,which is an example of an escapist experience.

Question 18

Experiential marketing requires attendance at games or events to activate the experience.

Question 19

In using a tiered reward tactic for experiential marketing,the exclusivity of certain experiences coupled with cost considerations of delivering those experiences makes offering unique experiences to an organization's best customers an appropriate strategy.

Question 20

The level of cleanliness maintained in a sports facility impacts fans' evaluation of the environment and the quality of the sporting event.

Question 21

Experiential marketing should have the following consumer outcomes except a

A)reduction in sacrifices needed to attend games/events
B)favorable attitude toward the sports brand
C)desire to return for additional games/events
D)desire to stay longer in the sports stadium

Question 22

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

Question 23

Specific drivers in the growth of experiential marketing include the following except

A)media clutter
B)digital popularity
C)desire to build emotional connections
D)need to achieve brand differentiation

Question 24

Jason enjoys taking his family to the ball park on "run the bases" days because his kids are allowed onto the field and can experience running the bases and throwing and catching baseballs.This is an example of using the ________ component of experiential marketing.

A)activation
B)sensory experience
C)interaction
D)relationship

Question 25

Exclusivity in experiential marketing is typically driven by the following factors except

A)limited group size
B)high importance of group
C)expansive knowledge
D)limited benefit because of cost

Question 26

Engaging one or more of the five senses (sight,sound,touch,smell,and taste)involves the experiential approach of

A)activation
B)sensory experience
C)interaction
D)relationship

Question 27

Experiential marketing provides fans with experiences that go beyond the brand exposure offered by traditional media advertising by creating

A)two-way communication between the sports brand and consumer
B)both a digital and an in-game experience
C)a rewarding social media experience
D)a high quality on-field performance

Question 28

Key characteristics of experiential marketing include the following except

A)activation
B)sensory experience
C)interaction
D)relationship

Question 29

The situation in which consumers see no or few differences among competing brands is known as

A)brand parity
B)brand loyalty
C)brand indifference
D)brand awareness

Question 30

A corporate sponsor partners with a sports brand to gain access to an audience whose characteristics are different than the sponsor's current target market.

Question 31

Because of the environment at the hockey games,Austin finds he gets there early and stays even after the game is over.He is always anxious to go back and watch another game.This is an example of the ________ component of experiential marketing.

A)activation
B)sensory experience
C)interaction
D)relationship

Question 32

Strategies of sports properties and sponsors for experiential marketing include the following except

A)achieving brand differentiation
B)providing benefits through exclusivity
C)establishing brand awareness
D)motivating product evaluation and trial

Question 33

The sponsor's long-term goal for sponsorships is to gain new customers and increase sales.

Question 34

Brianna is going to offer 5 randomly selected season ticket holders of a football team the exclusive opportunity to tour the stadium facilities and observe a team meeting.Why has Brianna most likely decided to incorporate exclusivity into this benefit?

A)The team has hundreds of season ticket holders.
B)The facility is undergoing a costly renovation.
C)The price of season tickets will increase next year.
D)The costs of touring the facility are minimal.

Question 35

Assume that Rawlings held a contest in which 5 prize winners were flown to Cooperstown,NY,home of the National Baseball Hall of Fame.Winners were given hotel rooms and complimentary meals,they attended Hall of Fame induction ceremonies,and they were introduced to Hall of Fame players.What is the most likely reason that Rawlings limited the contest to 5 winners?

A)insignificant brand parity
B)costs associated with delivering the benefit
C)ineffective social media coverage
D)high importance of the benefit recipients

Question 36

UCLA is offering a special banquet dinner with live entertainment to season ticket holders of the college football team who have also donated at least $1,000 during the last year to athletic programs at the school.Why is UCLA most likely incorporating exclusivity in this situation?

A)extensive media coverage of the event
B)low importance of group members
C)limited knowledge of the recipients
D)high costs of the benefit

Question 37

The key to overcoming brand parity is to develop innovative ways to deliver messages so that the audience will do all of the following except

A)pay attention
B)see functional superiority of the brand
C)be reached
D)be engaged with the brand

Question 38

In terms of rewards given to a sports property's customers,________ rewards are typically tangible objects or items received by customers.

A)parity
B)intrinsic
C)extrinsic
D)loyalty or frequency

Question 39

Morgan enjoys going to football games.She enjoys the music,the videos played on the big HD screen,the mascots,and the cheerleaders as much as the game itself.This is an example of using the ________ component of experiential marketing.

A)activation
B)sensory experience
C)interaction
D)relationship

Question 40

Allison has displayed a favorable attitude for a sports brand,a desire to spend more time at games,and a strong desire to purchase additional tickets for the future.This is an example of the ________ component of experiential marketing.

A)activation
B)sensory experience
C)interaction
D)relationship

Question 41

In terms of types of experiences for experiential marketing,________ experiences appeal to the desire to be perceived positively by others.

A)feel
B)relate
C)think
D)act

Question 42

In terms of rewards given to a sports property's customers,________ rewards are intangible benefits that extend beyond the value received for the product or service purchased.

A)parity
B)intrinsic
C)extrinsic
D)loyalty or frequency

Question 43

Allowing fans at a horse race to tour the stables and have a location inside the circle is an example of which type of experiential marketing?

A)entertainment experiences
B)educational experiences
C)esthetic experiences
D)escapist experiences

Question 44

In terms of the four E's,________ limit participants in terms of involvement but thrust them into the event's physical environment.

A)entertainment experiences
B)educational experiences
C)esthetic experiences
D)escapist experiences

Question 45

As the marketing manager for a baseball team,Lindsey mailed to each person who had been a season ticket holder for 5 years or more a baseball autographed by the team's top 5 players.This is an example of a(n)________ reward.

A)parity
B)intrinsic
C)extrinsic
D)loyalty or frequency

Question 46

The servicescape is best described as the

A)service delivery process
B)escapist experience component of the four E's of experiential marketing
C)emotional experience customers have in the service delivery process
D)physical environment in which a service is delivered

Question 47

In terms of types of experiences for experiential marketing,________ experiences target bodily experiences,lifestyles,and interactions.

A)feel
B)relate
C)think
D)act

Question 48

In terms of the four E's of experiential marketing,________ allow participants to absorb an event through active participation.

A)entertainment experiences
B)educational experiences
C)esthetic experiences
D)escapist experiences

Question 49

Experiences emerging from the combination of participation and physical interaction dimensions include the following except

A)entertainment
B)education
C)emotion
D)escape

Question 50

As the marketing manager for a baseball team,Paul mailed to each person who had been a season ticket holder for 5 years or more an invitation to a cookout with the entire baseball team the day before the season opened.This is an example of a(n)________ reward.

A)parity
B)intrinsic
C)extrinsic
D)loyalty or frequency

Question 51

In terms of types of experiences for experiential marketing,________ experiences appeal to emotions or are connected to an attitude toward an object.

A)feel
B)relate
C)think
D)act

Question 52

In terms of types of experiences for experiential marketing,________ experiences appeal through surprise,intrigue,or provocation.

A)feel
B)sense
C)think
D)act

Question 53

Interactive environments can be an excellent marketing approach to encourage individuals who have never been to a sporting event to give it a try.This approach would be which experiential marketing strategy?

A)achieve brand differentiation
B)provide benefits through exclusivity
C)achieve brand awareness
D)motivate product evaluation and trial

Question 54

In designing experiential marketing programs,which of the following areas is least important to consider?

A)target market of each experience
B)types of experiences
C)delivery of experiences
D)facility design

Question 55

In terms of the four E's,events absorbed passively through the senses are

A)entertainment experiences
B)educational experiences
C)esthetic experiences
D)escapist experiences

Question 56

The sportscape is the

A)service delivery process of a sport
B)escapist experience component of the four E's of experiential marketing
C)emotional experience customers have in the delivery of a sporting event
D)physical environment in which a sport is delivered

Question 57

Scheduling a concert after a baseball game is an example of which type of experiential marketing?

A)entertainment experiences
B)educational experiences
C)esthetic experiences
D)escapist experiences

Question 58

Participating in fantasy sports is an example of which type of experiential marketing?

A)entertainment experiences
B)educational experiences
C)esthetic experiences
D)escapist experiences

Question 59

In terms of the four E's,________ encourage participants to become actively involved,requiring immersion in the environment.

A)entertainment experiences
B)educational experiences
C)esthetic experiences
D)escapist experiences

Question 60

In terms of types of experiences for experiential marketing,________ experiences target sight,sound,touch,taste,or smell.

A)feel
B)sense
C)think
D)act

Question 61

Facility aesthetics include the following except

A)architectural design
B)colors
C)electronic displays and screens
D)visual attractiveness

Question 62

The one thing Jessica hated about the old baseball stadium was the lack of women's restrooms.However,the new stadium has more restrooms,and they are larger and spaced better throughout the facility.This is an example of the sportscape factor of

A)layout accessibility
B)aesthetics
C)safety
D)social responsibility

Question 63

Types of sponsorship activation experiences include the following except

A)servicescape
B)branded spaces
C)interactive play
D)fantasy

Question 64

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

Question 65

Which term refers to an area at a venue or event that bears a sponsor's name and is normally designed and maintained by the sponsor?

A)servicescape
B)branded space
C)interactive play
D)sportscape

Question 66

Of the 5 sportscape factors,________ has been found to be the design factor with the greatest impact on perceived quality of a sportscape.

A)cleanliness
B)aesthetics
C)seating comfort
D)electronic displays

Question 67

Michael was really impressed with the architectural design of the new football stadium.This is an example of the sportscape factor of

A)cleanliness
B)aesthetics
C)seating comfort
D)electronic displays

Question 68

Feasible objectives for a sponsor for having a branded space at a sports facility include the following except

A)increasing brand exposure
B)engaging fans
C)meeting corporate responsibility goals
D)creating a desired brand personality

Question 69

The one thing Chris really hates about going to hockey games is the location of the concession stands.There are not very many of them,and most are located very far from his seat.This is an example of the sportscape factor of

A)layout accessibility
B)aesthetics
C)seating comfort
D)safety

Question 70

The following sportscape factors impact fan satisfaction with a game/event except

A)types of concessions
B)aesthetics
C)layout accessibility
D)seating comfort

Question 71

The primary challenge for sports marketers in terms of seating comfort is

A)maximizing seating capacity at the lowest possible cost
B)including seats that are comfortable enough for overweight fans
C)complying with stringent ADA facility regulations
D)providing comfortable seats without significantly reducing capacity

Question 72

Which of the following is a sportscape factor that is most likely to affect fan satisfaction at a sporting event?

A)sponsor signage
B)team success
C)ticket prices
D)electronic displays

Question 73

Ashley remarked how colorful and visually appealing the new football stadium was.This is an example of the sportscape factor of

A)cleanliness
B)aesthetics
C)seating comfort
D)accessibility

Question 74

The Americans with Disabilities Act (ADA)applies to the sportscape factor of

A)layout accessibility
B)aesthetics
C)seating comfort
D)cleanliness

Question 75

The convenience and comfort of getting in,moving around,and exiting a sports facility are issues related to the sportscape factor of

A)layout accessibility
B)aesthetics
C)social responsibility
D)safety

Question 76

With the ________ approach for sponsorship activation,fans participate in sponsor-managed games or exhibits located at a sports facility.

A)a servicescape
B)branded space
C)interactive play
D)fantasy

Question 77

Sitting down in his seat at the basketball arena,Matt exclaimed,"Wow,these seats have cup holders for my Coke.Love it!" This is an example of the sportscape factor of

A)layout accessibility
B)aesthetics
C)seating comfort
D)social responsibility

Question 78

One of the most powerful fantasy approaches to sponsorship activation is

A)getting fans involved in sponsor-based social media sites
B)using branded spaces at a facility
C)allowing fans to obtain players' autographs
D)having access to the playing field

Question 79

A trend in using ________ by sponsors is premium seating areas and club areas at sports stadiums.

A)servicescapes
B)branded spaces
C)sportscapes
D)fantasy activations

Question 80

With the ________ approach for sponsorship activation,fans experience a dream-like environment in which they are engaged with a sponsor's brand.

A)servicescape
B)branded spaces
C)interactive play
D)fantasy