Deck 13: Living the Brand Promise: Delivery of Sports Experiences

Question 1

Food service and retail merchandising are operational functions that require greater expertise than most sports properties possess.

Answer 1

True

Question 2

The decision to outsource all marketing activities occurs more frequently than outsourcing one or a few activities.

Answer 2

False

Question 3

Delivery of brand promises should be reactively managed so that moments of truth strengthen customer relationships.

Answer 3

False

Question 4

Hiring an outside firm to execute one or more tasks of the marketing function is a rather easy decision for most marketing managers because they understand their limitations.

Question 5

Sports properties can often reduce costs by outsourcing operational functions of security and janitorial.

Question 6

Consumers experience great marketing when their interactions with a seller add value to the consumption choice.

Question 7

A number of consulting firms exist that work with sports properties on marketing strategies to improve ticket sales.

Question 8

Cost effectiveness and resource availability are advantages of outsourcing marketing tasks.

Question 9

In the context of sports,service quality and price evaluations can be managed by marketers,but assessment of total quality can include outcomes beyond the control of marketers,specifically the team's performance.

Question 10

If the scope of a team's media footprint is small,then outsourcing the media function will be cost effective.

Question 11

Because of the intangible nature of services,evaluation of service quality is more objective than it is for products that are tangible.

Question 12

The foundation of internal marketing is a belief that in order to effectively serve customers,the needs of the employees must first be met.

Question 13

While blueprinting can identify problems in the service process,it is especially beneficial in analyzing costs per transaction.

Question 14

Service quality is the only determinant of customer satisfaction.

Question 15

If a sports property has multiple functions that need to be executed in a marketing strategy,then a full-service agency is appropriate.

Question 16

Media rights and sales is one revenue stream that can be maximized by outsourcing the function to agencies that specialize in media operations.

Question 17

Employee appearance can impact the level of satisfaction of fans at a sporting event.

Question 18

The quality of a customer experience at a sports property is largely within the control of the customer.

Question 19

Having a clean sports facility for fans to enjoy games is an example of an explicit promise.

Question 20

If ticket sales is primarily through order taking,then outsourcing aspects of ticket sales can be very beneficial.

Question 21

Service quality factors include the following except

A)reliability
B)responsiveness
C)image
D)assurance

Question 22

Sports properties can use the following to make the service experience more tangible except

A)team performance
B)sports venue
C)sportscape
D)equipment

Question 23

Aesthetics,layout,accessibility,seating comfort,electronic displays,and cleanliness are all important considerations for increasing the tangibility of

A)employee performance
B)equipment
C)entertainment
D)the sportscape

Question 24

Trevor was promised that signage for his sponsorship would be in place for the next home game of the Buffalo Bills.This is an example of the service quality element of

A)reliability
B)empathy
C)responsiveness
D)assurance

Question 25

The service quality factor of ________ refers to employees' willingness to help customers and offer prompt service.

A)reliability
B)empathy
C)responsiveness
D)assurance

Question 26

A question that arises in hiring an advertising agency to handle marketing communication is should the agency specialize in advertising of sports or should it be a general agency that represents all types of businesses?

Question 27

Managing the intangibility of sponsorship can be accomplished by

A)focusing on activation elements
B)announcing the name of the sponsors during the TV broadcast
C)using signage
D)investing in rights fees

Question 28

The service quality factor of ________ refers to the inability of the sports experience to be observed with the physical senses prior to purchase or consumption.

A)reliability
B)empathy
C)intangibility
D)assurance

Question 29

Guarantees are a common marketing tactic to ensure

A)reliability
B)empathy
C)responsiveness
D)assurance

Question 30

As part of managing the ________ component of service quality,Edward always makes sure the team's mascot is roaming around the sports venue interacting with fans during games and at off-field events where the public is invited.

A)reliability
B)empathy
C)intangibility
D)assurance

Question 31

Sports properties can use the following to make the service experience more tangible except

A)team performance level
B)mascots
C)appearance of employees
D)entertainment

Question 32

For sports properties,the key element for bringing tangibility to the sports consumption experience is

A)appearance of employees
B)mascots
C)sportscape or sports venue
D)equipment

Question 33

Service quality factors include the following except

A)reliability
B)empathy
C)intangibility
D)promptness

Question 34

For a sports property,marketing service quality is defined as a(n)

A)comparison of on-field performance with what the customer expects
B)comparison of consumers' expectations of what a marketer should deliver with actual performance
C)evaluation of the facility and its amenities
D)comparison of consumers' experiences with what was communicated to them through marketing

Question 35

Some of the intangible elements of a sports venue include the following except

A)thrill of watching the game
B)socializing with friends during the game
C)escape from rigors of daily life
D)sportscape features

Question 36

Research has consistently found that ________ is the most influential factor in determining consumers' perceptions of service quality.

A)reliability
B)empathy
C)responsiveness
D)assurance

Question 37

Mariah found that the speed of service at the concessions stands at the new stadium was faster than at the old stadium.This is an example of the service quality element of

A)reliability
B)empathy
C)responsiveness
D)assurance

Question 38

As part of managing the ________ component of service quality,Whitney works with the team's cheerleaders to make sure they always perform to the best of their ability during games.

A)reliability
B)empathy
C)intangibility
D)assurance

Question 39

The service quality factor of ________ refers to the service being delivered accurately and dependably.

A)reliability
B)empathy
C)responsiveness
D)assurance

Question 40

As part of managing the ________ component of service quality,Julia demands all employees either wear uniforms or business attire at all sporting events where they will interact with fans or sponsorship customers.

A)reliability
B)empathy
C)intangibility
D)assurance

Question 41

The service quality factor of ________ refers to consumers' perceptions about the knowledge and capability of a service provider.

A)reliability
B)empathy
C)responsiveness
D)assurance

Question 42

Shannon had just purchased a season ticket from the local hockey team.A few days later she received in the mail a handwritten thank-you note and a free parking pass for the first 10 games of the season.This is an example of the service quality factor of

A)reliability
B)empathy
C)responsiveness
D)assurance

Question 43

A person's feelings of pleasure or disappointment that result from comparing a product's perceived performance to expectations is

A)customer satisfaction
B)service quality
C)service performance
D)empathy

Question 44

Judgement of satisfaction include the following primary inputs except

A)evaluations of service quality
B)comments of the service provider
C)attitudes about the price paid
D)feelings about the quality of the service

Question 45

Carlos knows that an advertising agency has more knowledge and experience in creating and implementing an interactive marketing campaign than he or his staff.This is an example of the outsourcing advantage of

A)resource availability
B)expertise
C)objectivity
D)cost effectiveness

Question 46

Shawn was at the baseball game with his son.During an exciting play his son knocked over a full container of popcorn and a soft drink.One of the employees of the sports property saw it happen,helped clean up the mess,then went and got the youngster a new container of popcorn and drink.This is an example of the service quality factor of

A)reliability
B)empathy
C)responsiveness
D)assurance

Question 47

Catherine feels that thinking within the marketing department of the sports property where she works is stale.The group avoids trying anything new.She most likely wants to hire an advertising agency because of the outsourcing advantage of

A)resource availability
B)expertise
C)objectivity
D)cost effectiveness

Question 48

As Mariah watches the cook prepare her food at the open air concession at the sports stadium,she has confidence that it will be good and prepared just like she likes it.This is an example of the service quality factor of

A)reliability
B)empathy
C)responsiveness
D)assurance

Question 49

Evan is nervous as his clients begin to arrive at the sports property.As Evan talks to the sports property's service rep,he begins to relax because of the trust and confidence the service rep displays that all well go well This is an example of the service quality factor of

A)reliability
B)empathy
C)responsiveness
D)assurance

Question 50

A service blueprint breaks down a service by focusing on each of the following except

A)management personnel and how they interact with different levels of employees
B)customers who initiate the service process
C)back room service employees who provide support to frontline employees
D)frontline employees who interact with customers

Question 51

The outsourcing advantage of ________ is especially important in locating sponsorships for a sports property since an agency is likely to have contacts that the sports property does not.

A)resource availability
B)expertise
C)objectivity
D)cost effectiveness

Question 52

Jackie was surprised when the 40 tickets were hand delivered to her office by the customer service rep from the sports property where Jackie had just signed a 3-year sponsorship agreement.After handing Jackie the tickets,the service rep remarked,"We can help you maximize the use of those tickets.Our experience with other sponsors has provided considerable experience in hospitality management." This is an example of the service quality factor of

A)reliability
B)empathy
C)responsiveness
D)assurance

Question 53

Areas of emphasis for internal marketing include the following except

A)leadership
B)training
C)innovation
D)service

Question 54

A managerial focus on motivating employees within an organization,whether frontline or support personnel,to understand their roles in meeting customers' needs is

A)customer-focused marketing
B)service-oriented management
C)internal marketing
D)management by objective (MBO)

Question 55

The service quality factor of ________ refers to the caring,individualized attention shown by a company or customer service personnel.

A)reliability
B)empathy
C)responsiveness
D)assurance

Question 56

Layout of a sports property and adequate staffing are operational tactics to manage the service quality element of

A)reliability
B)empathy
C)responsiveness
D)assurance

Question 57

The number one reason a business would outsource part of its operation or marketing function is

A)resource availability
B)expertise
C)objectivity
D)cost effectiveness

Question 58

Primary advantages of outsourcing a marketing function include the following except

A)image
B)expertise
C)objectivity
D)cost effectiveness

Question 59

A service blueprint is useful for the following reasons except

A)it assigns responsibility for each task during the service process
B)it shows how customers interact with the service delivery
C)it shows the role of support personnel in the service process
D)it shows the cost per transaction

Question 60

Outside agencies can offer an unbiased perspective on marketing for a sports property,which illustrates the outsourcing advantage of

A)resource availability
B)expertise
C)objectivity
D)cost effectiveness

Question 61

For companies seeking sponsorships with sports properties,an agency can provide the following benefits except

A)understanding the rights fees market
B)having relationships with sports properties
C)understanding the negotiation process
D)designing venue signage and branding spaces

Question 62

An aspect of media operations that can be outsourced because of its potential to generate a revenue stream is

A)concessions
B)game programs
C)security
D)radio services

Question 63

Of the following sports entities,the one that may benefit the most from outsourcing television,radio,and streaming video of games/events is

A)professional sports teams
B)amateur sports teams
C)college sports
D)nonprofit sports organizations

Question 64

An area of marketing that is often outsourced by all businesses,not just sports,is

A)marketing communications
B)sponsorship sales
C)facility operations
D)media

Question 65

Because of the small marketing budget,Cory knows it will be difficult to hire an advertising agency.This illustrates the in-house advantage of

A)competition
B)control
C)consistency
D)costs

Question 66

Reasons for keeping the marketing function in-house include the following except

A)competition
B)control
C)consistency
D)costs

Question 67

The ticket sales activity that is least likely to be outsourced is

A)distribution
B)consulting
C)training
D)operations

Question 68

Inspecting the sports facility prior to the game,Christine noticed restrooms had not been cleaned properly.Because the cleaning is done in-house,she was able to reprimand the supervisor for not having them ready for the game.This illustrates the in-house advantage of

A)competition
B)control
C)consistency
D)costs

Question 69

Which nonrevenue-producing areas are typically outsourced to reduce costs?

A)food service and retail merchandising
B)media broadcasts and publications
C)food service and promotional events
D)security and janitorial

Question 70

The outsourcing of ticket sales activities falls into the following categories except

A)distribution
B)consulting
C)training
D)operations

Question 71

Operational functions that can be outsourced include the following except

A)food service
B)retail merchandising
C)promotions
D)security

Question 72

Marketing functions that can be performed by agencies that do not specialize in sports include the following except

A)advertising campaigns
B)public relations
C)sponsorship negotiations
D)brand strategy

Question 73

Services that can be outsourced by a sports property include the following except

A)facility operations
B)sponsorship management
C)marketing communications
D)marketing research

Question 74

Ian has someone on his staff who he believes can build a database for their sports property,but it would require some time in learning how to do it and then an additional staff member to assist with the task.Ian thinks in this case hiring a database marketing firm would save them money.This is an example of the outsourcing advantage of

A)resource availability
B)expertise
C)objectivity
D)cost effectiveness

Question 75

Operational functions that have the capability of producing revenue for a sports property if outsourced are

A)food service and retail merchandising
B)media broadcasts and publications
C)food service and promotional events
D)publications and janitorial

Question 76

Services that can be outsourced by a sports property include the following except

A)talent management
B)ticket sales
C)sponsorship sales
D)media

Question 77

Of the following sports entities,the one that may benefit the most by outsourcing the sponsorship function is

A)professional sports teams
B)amateur sports teams
C)college sports
D)nonprofit sports organizations

Question 78

It is important that all marketing campaigns and tactics convey the same message.By keeping all marketing functions in-house,it is easier to ensure this because of the in-house advantage of

A)competition
B)control
C)consistency
D)costs

Question 79

Sports properties are concerned with the following tasks in selling sponsorships except

A)identifying prospects
B)developing activation plans
C)managing relationships
D)negotiating contracts

Question 80

Which of the following ticket sales functions should most likely be handled in-house because it requires the least amount of human relations skills?

A)lead generation
B)prospecting for customers
C)closing sales
D)order fulfillment