Deck 9: Multichannel Marketing and Communications

Question 1

Which of the following is NOT one of the 4 C's of marketing analysis?

A) Committees
B) Company
C) Competition
D) Consumer

Answer 1

A
Explanation: Choice A is not one of the four C's of marketing analysis utilized by a sport facility manager. The other choices are the first three C's - the final C is Climate.

Question 2

The sport facility manager, because of their experience within the climate, makes them a crucial part of the marketing management team for the sport facility. Which of the following statements most accurately supports this claim?

A) Their understanding of the diverse consumers who come to the facility for various events
B) Their knowledge of how similar facilities operate
C) Their direct involvement with the internal functions of the sport facility
D) All of the Above

Answer 2

D
Explanation: All of the Above (Choice D) is the correct answer because as defined in the chapter, the sport facility manager, because of their experience within the climate, their understanding of the diverse consumers who come to the facility for various events, their knowledge of how similar facilities operate, and their direct involvement with the internal functions of the sport facility, makes them a crucial part of the marketing management team for the sport facility.

Question 3

To analyze the marketing and operational efforts of the sport facility, we conduct a SWOT analysis. What does SWOT stand for?

A) Segmentation, Work Analysis, Outsourcing, Targeting
B) Strengths, Weaknesses, Opportunities, Threats
C) Sponsors, Workers, Outsiders, Teams
D) Sales, Workers, Orders, Transactions

Answer 3

B
Explanation: SWOT is an acronym meaning strengths, weaknesses, opportunities and threats. Strengths and Weaknesses are an internal looks at the company and the climate, whereas external opportunities and threats focus on consumers, competition, and the climate.

Question 4

The marketing information system is made up of four elements - which of the following is NOT one of those elements?

A) The Marketing Research System
B) The External Reports System
C) The Marketing Intelligence System
D) The Marketing Decision Support System

Question 5

For a consumer behavior standpoint, sport facility managers look at key determinants of success as related to marketing management. Which of the following is a key determinant?

A) Did the marketing program influence sport consumers to come to the facility
B) Did the advertisements and other collateral materials stimulate sport consumer purchases to come to the facility
C) Was the spread of information about the sport facility via word of mouth in an effective, controlled, and positive manner
D) All of the Above

Question 6

Which of the following is NOT a main purpose of branding a sport facility?

A) Articulate reputation
B) Build awareness
C) Communicate status within the marketplace
D) Determine profit margin

Question 7

Facility managers are involved with the sales process as related to numerous facility inventories. All of the following are facility inventories of concern to the facility manager EXCEPT

A) Leasing and Rental of the Facility for Events
B) Premium Access (Suites, Club Seating, Public Seating Licenses/Debentures)
C) Product Branding through Merchandising
D) Various Promotional Sales Efforts including Advertising and Sponsorship

Question 8

The process of attracting public attention to a sport product or sport business through paid announcements in the print, broadcast, or electronic media is called _________________.

A) Promotions
B) Advertising
C) Sponsorship
D) Atmospherics

Question 9

What facility inventory is the fastest growing area of sport sponsorship?

A) Naming Rights of Various Infrastructural Inventories
B) Promotion Sponsorships
C) Equipment Sponsorship
D) Pouring Rights of Concessions

Question 10

The most important relationship when it comes to promotions in a sport facility is with whom?

A) Advertisers
B) Sponsors
C) The Media
D) Promoters

Question 11

You are the new Marketing Director for an aquatics center with 8 - 50 meter lanes and a diving well. On your first day of work, you decide you need to fully understand the market by completing a market analysis. What are the four main components (4 C's) of marketing analysis, and what specifically will you be evaluating?

Question 12

You are the new marketing director for a new 18,000 seat arena. You currently do not have a major league sports team in your facility. The city barely missing out on attracting an National Hockey League franchise twice in the last few years, and have failed to attract a National Basketball Association team to relocate to your arena. However, you do bring in numerous other types of events on a yearly basis. As the new director, you know your first tasks is to conduct market research to determine the best methods for building awareness for the facility to attract more events (and hopefully a new or relocating franchise), and selling tickets, advertising, and sponsorship inventories. Following the steps of the sport marketing research process, how would you proceed?

Question 13

For the sport facility manager, they have products and services they have total control over (internal), and products and services they have limited control over (external). Marketing of internal and external products and services is just as important as the functions of management and operations. Identify the internal products, internal services, external products, and external services of a municipal recreation center, and explain how you would market those products and services as part of your normal daily work.

Question 14

You are the new Social Media Manager for a new community sport facility. How would you build a social media strategy for the organization? In your response, you should identify how you would implement at least four of the major defining characteristics of social media into your strategy.