Question 1

The growth of fantasy sports was primarily spurred by the technology advancements made during the experience era.

Accepted Answer

The growth of fantasy sports was primarily spurred by the internet era, which allowed for easier access to information and online platforms for managing fantasy teams.

Question 2

Sponsoring international events such as the Olympics,FIFA's World Cup,and baseball's World Series helps firms build global brand identity for a small fee.

Accepted Answer

Sponsoring major international events like the Olympics, FIFA's World Cup, and the World Series requires a significant investment, often running into millions of dollars, rather than a small fee, due to the global exposure and marketing benefits involved.

Question 3

The challenge sports brands face when they are positioned as entertainment is a decrease in the size of the potential audience.

Accepted Answer

The challenge sports brands face when they are positioned as entertainment is not a decrease in the size of the potential audience, but rather a potential dilution of their core sports values and losing their loyal fan base.

Question 4

Marketers for a sports organization have two options to increase the value of a sports property: reduce prices or reduce sacrifices needed to experience the sports property.

Accepted Answer

Marketers can increase the value of a sports property by either increasing the benefits or reducing the sacrifices needed to experience the sports property, rather than reducing prices. This is because reducing prices can devalue the sports property and attract consumers who are primarily price-sensitive rather than interested in the sports experience.

Question 5

In the experience era of sports growth,technological advancements,such as smartphones and tablets,enable fans to engage with sports brands during sporting events through blogs,Facebook,and Twitter.

Accepted Answer

Technological advancements, such as smartphones and tablets, have enabled fans to engage with sports brands through social media platforms like blogs, Facebook, and Twitter during sporting events. This has led to an increase in fan engagement and brand loyalty in the sports industry.

Question 6

Marketing is made up of two distinct elements: marketing of sports and marketing by sports.

Accepted Answer

The answer of Marketing is made up of two distinct...

Question 7

Quality and customer focus are fundamental to marketing.

Accepted Answer

Quality and customer focus are key elements of marketing as they contribute to building a positive brand image and reputation, cultivating customer loyalty and satisfaction, and ultimately driving sales and revenue growth. Without a focus on quality and meeting customer needs and expectations, marketing efforts may fall short and fail to resonate with target audiences.

Question 8

Many experts attribute the development of the Fox network as a legitimate competitor of the big three U.S.networks (ABC,CBS,and NBC)to its decision to pursue and ultimately receive the NFL broadcast rights in the early 1990s.

Accepted Answer

Many experts do attribute the development of the Fox network as a legitimate competitor of the big three U.S. networks (ABC, CBS, and NBC) to its decision to pursue and ultimately receive the NFL broadcast rights in the early 1990s.

Question 9

In terms of strategic marketing planning,examining current marketing mix issues is a crucial starting point.

Accepted Answer

The answer of In terms of strategic marketing planning,examining current...

Question 10

The growth in television stations dedicated to sports led the way for an increased interest in radio stations to adopt 24-hour sports programming.

Accepted Answer

The growth of sports on television increased the interest in sports programming on radio, leading to the adoption of 24-hour sports programming on radio stations.

Question 11

Value can be defined as a customer's judgment of the benefits received from consumption of a product compared to the sacrifices required to acquire the product.

Accepted Answer

This is the accurate definition of value.

Question 12

Sports marketing is the use of marketing for creating,communicating,delivering,and exchanging sports experiences that have value for customers,clients,partners,and society.

Accepted Answer

Sports marketing is indeed the use of marketing for creating, communicating, delivering, and exchanging sports experiences that have value for customers, clients, partners, and society.

Question 13

After purchasing the Atlanta Falcons,Arthur Blank conducted surveys and focus groups to find out what fans wanted in their relationship with the Falcons.

Accepted Answer

This is true according to various sources, including interviews with Arthur Blank himself.

Question 14

Consumers of sports products are typically more motivated by functional benefits than by psychological needs.

Accepted Answer

Consumers of sports products are often motivated by psychological needs such as the sense of belonging, achievement, and identity, in addition to the functional benefits of the products.

Question 15

Rights fees to be an official sponsor of the Olympics can cost as much as $60 million.

Accepted Answer

According to recent reports, the rights fees to be an official sponsor of the Olympics can cost as much as $60 million.

Question 16

Connection to sports brands often is based on emotional attachment to a favorite athlete,team,or sport.

Accepted Answer

Sports brands often rely on emotional attachment to athletes, teams, and sports to connect with consumers and create brand loyalty. Consumers often choose to support a brand because they feel a personal connection to the athletes or teams who endorse the brand, or because they identify with a particular sport or activity that the brand represents. This emotional connection can be particularly strong among sports fans, who may feel a sense of tribal identity with their favorite teams or sports.

Question 17

The groundbreaking event for the emergence of sponsorships in sports was the 1984 Super Bowl game.

Accepted Answer

The emergence of sponsorships in sports predates the 1984 Super Bowl game, with notable examples occurring in the early 20th century, such as Coca-Cola's involvement with the Olympic Games since 1928.

Question 18

The two reasons for the increased investment in sports sponsorships are 1)sponsors recognize the increased interest people have in sports and 2)companies view sponsorships as a means of breaking through ad clutter in traditional media.

Accepted Answer

The statement accurately reflects the two reasons for increased investment in sports sponsorships.

Question 19

A distinguishing characteristic of sports marketing is an experience-based relationship,which implies that fans have to attend live games to receive value from sports offerings.

Accepted Answer

Sports marketing leverages various platforms, including digital media, merchandise, and broadcast games, allowing fans to engage and receive value without necessarily attending live events.

Question 20

Consumers' affinity for sports brands may be immune to threats other brands face,such as competition for attention and switching brands when performance does not meet expectations.

Accepted Answer

Studies have shown that athletes and sports fans exhibit high levels of brand loyalty towards sports brands, often remaining loyal even when faced with competition and lower performance. This can be attributed to the emotional connection and identity that individuals form with their favorite teams and sports.

Quiz 1: Sports Meet Marketing