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Flashcards in Chapter 1 Deck (33):
1

Attributes of relationship marketing (6)

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

2

Benefits of licensing (3)

Promotion
Profitability
Protection

3

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

-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

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”?

Promotions

5

Components of sport promotion mix? (7)

advertising
publicity
personal selling
incentives
atmospherics
licensing
sponsorship

6

Publicity

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.

7

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

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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?

Relationship Marketing

9

Sponsorship Trends (3)

"less is more"
"everyone's doing it"
"sponsorship becomes a business partnership"

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)

Be proactive
Be courteous
Establish rapport
Plan extra-transitional encounters

11

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

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12

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

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

13

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

sender-source, same thing
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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?

Step 5: Design follow-up procedures

15

Source Attractiveness

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

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?

Closure

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?

*STAGE=tool*

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

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)

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

19

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

differences between ads and sponsorship

A

20

Factors that influence source credibility ()

Expertise
Trustworthiness
Status and Prestige
Profile

21

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

Assessment
Alignment
Design
Activation
Measurement

22

Statements explaining integrated marketing communication model (4)

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.

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.

Diffusion of Innovations

24

Critiques of linear model (4)

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.

25

Media-Channel Sponsorship (3)

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.

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.”

Coordinated Integration

27

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

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

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)

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

29

Ambush Marketing Defense Tactics (5)

-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

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."

Prospect Compatabiltiy

31

Product or Brand related objectives (4)

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

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)

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)

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)

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