Question 1

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

Accepted Answer

While profit margin is an important measure of overall organizational success, it is not necessarily a direct measure of marketing performance. The other options, fan engagement, customer satisfaction, and return on investment are all specific aspects of marketing performance that can be measured and used to assess the effectiveness of marketing strategies.

Question 2

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

Accepted Answer

By comparing attendance rates for games with and without sales promotions, Luis is evaluating the effectiveness of his marketing decisions. This is a measure of marketing performance that helps determine whether the promotions are achieving their intended objective of increasing attendance.

Question 3

The formula for calculating return on investment (ROI)is

Accepted Answer

The answer of The formula for calculating return on investment...

Question 4

Typical methods for measuring customer satisfaction are

Accepted Answer

Focus groups and surveys are considered the most effective methods for measuring customer satisfaction as they allow for direct feedback from customers and provide more in-depth insights into their experiences. Social media and online polls may not capture a representative sample of customers, and comment cards may not be filled out by a large portion of customers. Agencies such as Sports Fan Graph may provide valuable data, but they are not commonly used or accessible to many businesses. Exit interviews can be useful for understanding why customers are leaving, but they may not capture the views of customers who are still using the product or service.

Question 5

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

Accepted Answer

Dates of past renewals are less relevant to understanding why a season ticket holder might not renew compared to attendance, price, and duration of holding a season ticket, which directly relate to value and engagement.

Question 6

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

Accepted Answer

Identifying expenditures is more about budgeting and allocating resources rather than predicting the impact of marketing strategies. Predictions usually involve analyzing past performance, gathering customer insights, and applying expertise to forecast outcomes.

Question 7

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

Accepted Answer

While ratings may be a component of social media performance measurement in certain industries, it is not a common or universal focus. The other options (audience size, topics of conversation, and favorability of brand mentions) are commonly measured and analyzed in social media performance evaluations.

Question 8

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

Accepted Answer

The question states that the Rays have information for each segment, including the demographic profile, why they attend games, and behavior characteristics. However, it does not mention psychographic data as being included. Therefore, the best choice for the answer is A.

Question 9

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

Accepted Answer

Targeted reach is not a standard metric that can be directly obtained from websites like Facebook or a team's website; it is more of a marketing term related to the potential audience size for targeted advertising.

Question 10

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

Accepted Answer

The season ticket renewal rate is the percentage of last year's season ticket holders who renewed their tickets.

To find the renewal rate, we can use the formula:

Renewal rate = (Number of renewals / Number of season ticket holders from last year) x 100%

In this case, the number of renewals is given as 1500, and the number of season ticket holders from last year is 2000.

Renewal rate = (1500 / 2000) x 100% = 75%

Therefore, the best choice is C, 75%, which is the renewal rate for the sports team.

Question 11

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

Accepted Answer

The passage states that the Rays determined they had the following customer segments except the socialite. Therefore, choices A, B, and C are all included as customer segments.

Question 12

Two metrics used to measure customer retention are

Accepted Answer

The answer of Two metrics used to measure customer retention...

Question 13

The primary organizational need that marketing supports is

Accepted Answer

Profit is the primary organizational need that marketing supports because it is the ultimate goal of any business. Marketing activities help to generate revenue, which is used to cover costs and generate profit.

Question 14

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

Accepted Answer

Return on investment (ROI) measures the amount of return on an investment compared to the investment cost. This is viewed by many marketers as the ultimate measure because it directly ties into profit and shows the financial effectiveness of a marketing campaign.

Question 15

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

Accepted Answer

Branded spaces are not typically a direct aspect of marketing performance measurement for sports organizations. Marketing performance is more directly measured through metrics related to retail services, ticket sales, and sponsorships, which directly impact revenue and brand visibility. Branded spaces, while important for brand experience and engagement, are not a direct measure of marketing performance.

Question 16

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

Accepted Answer

Measurement in traditional media channels such as TV and radio tends to focus on ratings and audience size. This is because these channels use standardized measurement systems like Nielsen ratings to determine their audience size and demographics. This information is then used by advertisers to make informed decisions on where to allocate their budget and reach their desired audience. Brand image, targeted reach and frequency, and impressions and costs are also important factors to consider, but they are not as central to the measurement of traditional media channels as ratings and audience size.

Question 17

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

Accepted Answer

An 87% retention rate is above the NBA league average, which is around 80-85%. Therefore, the best choice is C, above the league average.

Question 18

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

Accepted Answer

The answer of Measurement in traditional media channels such as...

Question 19

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

Accepted Answer

The rankings are based on the number of fans on Facebook and followers on Twitter.

Question 20

Measuring customer retention is a component of measuring

Accepted Answer

Measuring customer retention is a way to determine if customers are satisfied and therefore likely to continue doing business with a company. Therefore, it is a component of measuring customer satisfaction.

Quiz 12: Measuring Sports Brands Through Sponsorship-Linked Marketing

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

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

The formula for calculating return on investment (ROI) is

Typical methods for measuring customer satisfaction are

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

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

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

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

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

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

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

Two metrics used to measure customer retention are

The primary organizational need that marketing supports is

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

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

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

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

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

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

Measuring customer retention is a component of measuring