Chapter 1

Question 1

Attributes of relationship marketing (6)

Answer 1

Communication is one on one
Interest is long term
A large information base is used
Communication is interactive
Emphasis is on making the customer an equal partner
The process is relationship driven

Question 2

Benefits of licensing (3)

Answer 2

Promotion
Profitability
Protection

Question 3

Rationales for the study of sport promotion and sales? (4)

Answer 3

-Communication is the foundation
of all buyer behavior.
-Critical sport marketing duties are
promotion or sales related.
-Not everyone can be a
winner.
-Sales and service are lacking
in sport marketing preparation

Question 4

Marketing is defined as “The activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large” (American Marketing Association, 2007). Then which one of the followings is related to “communicating offerings that have value for customers, clients, partners, and society at large”?

Answer 4

Promotions

Question 5

Components of sport promotion mix? (7)

Answer 5

advertising
publicity
personal selling
incentives
atmospherics
licensing
sponsorship

Question 6

Publicity

Answer 6

Any non-personal stimulation of demand for a product, service, or business unit as a result of supplying commercially significant news that was not directly paid for by the sponsor.

Question 7

Which one of the followings is a not characteristic of personal contact?

Answer 7

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Question 8

This is defined as an integrated effort to identify, maintain, and build a network of individual consumers and to strengthen the network for mutual benefit. What is this?

Answer 8

Relationship Marketing

Question 9

Sponsorship Trends (3)

Answer 9

“less is more”
“everyone’s doing it”
“sponsorship becomes a business partnership”

Question 10

Employee-customer interfacing (e.g., customer service) is a pivotal experience capable of building or destroying customer satisfaction and determining future behavioral patterns. What are regarded as service-oriented guidelines? (4)

Answer 10

Be proactive
Be courteous
Establish rapport
Plan extra-transitional encounters

Question 11

Which one of these is not related to sport community relations?

Answer 11

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Question 12

Personal contact embraces a broad set of interpersonal communication tactics that support the overall promotional agenda. Which are regarded as personal contact?

Answer 12

Personal selling
Resolving complaints
Customer service
Monitoring
Two-way communication
Customization
Recommendations

Question 13

Which one of the followings cannot be regarded as an example of source?

Answer 13

sender-source, same thing

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Question 14

“Now the task turns to using previously generated information to start a dialogue with the prospect…. The immediate goal is to build a relationship, not make an immediate sale” The aforementioned comment explains one of nine steps of eduselling process. Which step is related to the comment?

Answer 14

Step 5: Design follow-up procedures

Question 15

Source Attractiveness

Answer 15

Any favorable characteristics, such as intelligence, personality traits, or cultural understanding.

Question 16

Message is prepped by the source and sent through the appropriate channel to be decoded by the recipient. Then, in the textbook, which factor can influence effective promotional messages?

Answer 16

Closure

Question 17

Appropriate medium or message-placement outlet ensures effective delivery of promotional materials. The following table shows appropriate tools for promotional stages (p.27). Which one of the followings does not match correctly?

Answer 17

STAGE=tool

AWARENESS=advertising
INTEREST=publicity
DESIRE=sale promotion (incentives)
ACTION=selling

Question 18

The cognitive school attempts to open the lid and look inside that black box constituting the human mind. Researchers found two factors that influence consumer decision-making process: Environmental and Individual. What are the Environmental Factors? (7)

Answer 18

Significant others
Geography
Cultural norms
Race, class, gender
Technology
Sport opportunity
Marking mix

Question 19

Which one of the followings is not truly explain characteristics of sponsorship?

differences between ads and sponsorship

Answer 19

A

Question 20

Factors that influence source credibility ()

Answer 20

Expertise
Trustworthiness
Status and Prestige
Profile

Question 21

All sport promotions can be organized in a certain order. Which order is correct?

Answer 21

Assessment
Alignment
Design
Activation
Measurement

Question 22

Statements explaining integrated marketing communication model (4)

Answer 22

Receiver has more knowledge of the source.
Engaged in communication channel.
More inclined to provide and seek feedback.
IMC model reflects a stronger interest in how receiver engage in the process.

Question 23

Which of the following theories is related to the communication tactic: The best way to inform the change in the sport industry to public is targeting initial messages to opinion leaders, early adopters, influential people, and existing consumers.

Answer 23

Diffusion of Innovations

Question 24

Critiques of linear model (4)

Answer 24

Receiver is portrayed as isolated.
Message acts as the starting point, often driven by technology, product improvement.
Feedback loop is weak and secondary to message
component of the model.
Ultimately the focus of the model is on the message.

Question 25

Media-Channel Sponsorship (3)

Answer 25

Companies that purchase advertising space during sport media transmission. Have no affiliation with the sponsored or mediated entity (right sellers). Broadcast sponsorships are sold directly by the sport property’s broadcast partner.

Question 26

IMC is systemic approach to preparing organizational promotion. There are seven stages of promotional integrations. Which integration is related to the statement, “Based on objective, marketing, PR, or sales department are assigned to take the project lead.”

Answer 26

Coordinated Integration

Question 27

Eduselling is a systemic sponsorship sales process. Which one of the explanations is correct?

Answer 27

Instructive process that continually and systematically supplies information and assistance to the prospective sponsorship decision maker in order to enhance knowledge, benefits, partnership. Decision maker is provided with in-depth information on the product before, during, and after the purchase. Fundamental step is the generation of data

Question 28

Sponsorship policy has significant value to both the sport property and corporate sponsor because it provides procedural standardization, support, and efficiency. Areas of sponsorship policy should address some elements. Elements is related to sponsorship policy? (6)

Answer 28

``` Program responsibility Inventory availability Prospect compatibility Proposal suitability Acquisition imitability Program accountability ```

Question 29

Ambush Marketing Defense Tactics (5)

Answer 29

- Create unique logos, trademarks, or service mark for use among official sponsors only - Include broadcast advertisements in official sponsorship - Develop an advertising campaign for official sponsors - Form a sponsor protection committee - Create event extensions for official sponsors

Question 30

Which concept is related to the following explanation? "Policy addressing acceptable sponsorship partners should be included by sponsorship seller and buyers. For instance, IOC policy strictly forbids tobacco and alcohol sponsorship for the Olympic games."

Answer 30

Prospect Compatabiltiy

Question 31

Product or Brand related objectives (4)

Answer 31

Increase awareness within target market Identity and build image within target market Block competition Increase sales and market share

Question 32

Prospecting is the key predictor of sponsorship success and thus, continually generate a list of sound, qualified prospects is crucial. Effective methods for identifying and targeting new sponsors according to our textbook? (4)

Answer 32

1. Generate relevant sponsorship research 2. Generate sponsor prospect leads 3. Understand sponsor intelligence 4. Other methods (ask current sponsors to referrals, seek new business development)

Question 33

Sponsorship sellers are encouraged to develop resource materials that facilitate a comprehensive understanding of the sponsorship product and its use. The textbook recommends some elements that the resource packet should include. Which one is not related to the recommended elements? (6)

Answer 33

``` Property description Audience profile Key benefits Media partners and anticipated coverage Sponsor roaster and testimonial Contact information ```