EXAM ONE

Question 1

Sunk Costs

Answer 1

Costs that cannot be reclaimed

Question 2

What sport makes the most revenue?

Answer 2

Soccer

Question 3

What makes up the sports ecosystem?

Answer 3

Product, Fans, Media, Sponsors

Question 4

What are the Fan Needs?

Answer 4

Connection, Entertainment, Escape, Giveaways, Networking, Participate, Socialize, Status

Question 5

Most important “fan needs” with people?

Answer 5

Entertainment and Connection

Question 6

Three types of people in sports? What are they?

Answer 6

Sports Nut, Socializer, Status Seeker

Question 7

What are the characteristics of the sports “product” itself?

Answer 7

It’s inconsistent in nature, the game only plays a part, and the sports marketer has little control over the core product

Question 8

What are the Core Elements?

Answer 8

The Venue, Equipment, Fan Behavior, Personnel and Process, Rules and Techniques, Star Power

Question 9

What are the Sport Product Extensions?

Answer 9

Introductions, Concessions, Entertainers, Promotions, Shows, Memorabilia, Stats

Question 10

What sports league has the shortest actual game length compared to live-action runtime?

Answer 10

NFL

Question 10

What is contained in the “Ensemble”?

Answer 10

Artifacts, Aesthetics, Landscape, History, Problems

Question 10

Festival, Game, and…

Answer 10

Spectacle

Question 10

Game, Spectacle, and…

Answer 10

Festival

Question 10

Festival, Spectacle, and…

Answer 10

Game

Question 11

What is an example of a Spectacle?

Answer 11

Any football stadium (ex. Arrowhead)

Question 12

Smaller Venues lead to…

Answer 12

Fewer seats, more lounges/social spaces, more intimate, more expensive

Question 12

What league has the most star power?

Answer 12

NBA

Question 12

The combination of all of the core elements and extensions of the sports product related to game day is referred to as which of the following?

Answer 12

Game Presentation

Question 13

When considering Boston’s Fenway Park in terms of the idea of an ensemble and as discussed in class, the irregular dimensions of the field (i.e. 310 feet to left field wall, 390 to center, 302 feet to right) corresponds to which of the following?

Answer 13

Aesthetic

Question 14

Recent evidence suggests that the response to a greater demand for shared experiences among fans has led to which of the following?

Answer 14

Fewer seats, and fewer suites

Question 15

Which factor was not mentioned in the textbook discussion as an influence on the sport drawing radius?

Answer 15

Popularity of the team

Question 16

What league leads in revenue?

Answer 16

NFL

Question 17

In 2022, the NFL produced more revenue than MLB and MLS combined.

Answer 17

True

Question 18

For 2022 legal sports betting in the U.S., the state’s total revenue through taxes exceeds the total revenue that goes to the sports books.

Answer 18

False

Question 19

Equation for Potential Winnings while being an Underdog

Answer 19

Specified #/100 x What You Bet

Question 20

On average, which type of bet provides the poorest value to the bettor?

Answer 20

Same game parlay

Question 21

Who is second in revenue, behind the NFL?

Answer 21

NCAA

Question 22

What are the three types of media in Web Metrics?

Answer 22

Earned, Paid, and Owned

Question 23

Example of Earned Media?

Answer 23

Customer Reviews

Question 24

Example of Owned Media?

Answer 24

Websites

Question 25

Example of Paid Media?

Answer 25

Ads

Question 26

Two Models for Web Metrics

Answer 26

Pay per Click (PPC) & Pay per View (PPV)

Question 27

Improving Email Metrics (Open Rate)

Answer 27

Test subject lines

Question 28

Improving Email Metrics (CTR, CR, CTOR)

Answer 28

Improve targeting and personalize

Question 29

Improving Email Metrics (Bounce Rate)

Answer 29

Clean lists

Question 30

Improving Email Metrics (Unsubscribe Rate)

Answer 30

Manage frequency

Question 31

How many daily users are on email?

Answer 31

4 billion

Question 32

Revenue from email?

Answer 32

$11 billion

Question 33

Do many marketers send emails several times per month?

Answer 33

Yes

Question 34

Are businesses increasing their email budget?

Answer 34

Yes

Question 35

Guest Speaker 6 Categories

Answer 35

1. Corporations and Non-Profits 2. Schools 3. Youth groups 4. Religious Organizations 5. Performances 6. Friends and Family

Question 36

What did Katherine do for a group night?

Answer 36

Celiac Awareness Night

Question 37

What was the name of the software Katherine uses to manage group ticket events and sales

Answer 37

FEVO