Question 1

Variable pricing is typically impacted by the following except

Accepted Answer

Variable pricing is typically impacted by factors such as the day of the week, month of the year, and the opponent, but not by the location of the seat, which is usually a fixed factor in pricing.

Question 2

Reasons for measuring marketing performance include the following except

Accepted Answer

A

Question 3

With dynamic pricing,the lowest prices are typically

Accepted Answer

D

Question 4

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

Accepted Answer

This statement is incorrect. Premium seating has actually become more significant in recent years as a way for sports teams and venues to increase revenue and offset the impact of 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.

Accepted Answer

The secondary ticket market, also known as the resale market, can give valuable insights into the demand and value of tickets for sports events. Sports properties can analyze the pricing trends and adjust their ticket pricing strategies accordingly. For example, if tickets are consistently selling above face value on the secondary market, they may be underpriced and the sports property can consider increasing ticket prices. Conversely, if tickets are not selling well on the secondary market, the sports property may need to re-evaluate their pricing strategy or adjust other factors, such as game scheduling or marketing efforts.

Question 6

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

Accepted Answer

The marketing concept is centered around identifying and meeting customers' needs in a profitable way that also benefits the organization. It is not solely focused on meeting the organization's needs.

Question 7

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

Accepted Answer

Metrics used to measure marketing performance should focus on both activities and results. Activities such as lead generation, content creation, and social media engagement are important, but they should be tied to specific business outcomes such as revenue, customer retention, and brand awareness. Measuring only the activities without considering their impact on results can lead to ineffective marketing strategies and wasted resources.

Question 8

Establishing different prices based on demand is

Accepted Answer

The answer of Establishing different prices based on demand is
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Question 9

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

Accepted Answer

Marketing sports to groups can be effective in creating a sense of community and group experience for attendees. This can lead to group ticket sales and also attract new individuals who may not have considered attending previously. Group promotions and discounts can also be offered, which can further incentivize attendance and create a positive association with the sport.

Question 10

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

Accepted Answer

Dynamic pricing utilizes technology to adjust prices based on real-time changes in supply and demand. This allows businesses to maximize profits by setting prices that reflect the current market conditions. Unlike fixed pricing, which remains constant over time, dynamic pricing can fluctuate rapidly in response to changes in demand, making it a powerful tool for businesses operating in volatile markets.

Question 11

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

Accepted Answer

As part of their responsibilities, sponsorship managers should identify and make an inventory of all assets that could be attractive to potential sponsors. This will allow them to showcase and leverage these assets to establish mutually beneficial partnerships.

Question 12

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

Accepted Answer

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

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.

Accepted Answer

By selling group tickets, the ticket sales staff can sell a larger quantity of tickets in a single transaction, which saves time and effort compared to selling individual tickets in multiple transactions. This allows the staff to work more efficiently and serve more customers in less time. Therefore, group ticket sales are generally more efficient for the ticket sales staff.

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.

Accepted Answer

This statement is true. Season ticket holders typically receive a discounted price compared to purchasing each game individually.

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.

Accepted Answer

The statement is true. Simply counting the number of people reached on social media is not enough to fully understand the impact of online communications. Evaluation of the content is necessary to measure the effectiveness and relevance of the messages conveyed.

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.

Accepted Answer

Evaluating the health of a sports organization requires a comprehensive approach that includes a variety of metrics beyond just marketing performance, such as financial health, fan engagement, operational efficiency, and competitive success.

Question 17

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

Accepted Answer

The answer of Measuring performance is an essential third stage...

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.

Accepted Answer

Group ticket sales do not necessarily lead to long-term loyalty or regular fandom, as they are often purchased for convenience or social reasons rather than genuine interest in the team.

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.

Accepted Answer

This statement is true. Marketers often struggle to measure the effectiveness of specific marketing tactics because it can be difficult to isolate the impact of one specific tactic from all of the other factors that may be influencing consumer behavior.

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.

Accepted Answer

Evaluating marketing activities allows for the identification of which strategies are successfully contributing to building and maintaining a brand's identity and image, and which should be adjusted or abandoned. This helps ensure that all marketing efforts are effectively promoting and reinforcing the desired brand attributes.

Quiz 12: Measuring Sports Brands Through Sponsorship-Linked Marketing