SEM II Unit One Review
Name______
1. Which of the following is an activity that agents perform on behalf of the athletes they represent:
A. Team contract negotiations only
B. Hall of fame endorsements
C. Various contract negotiations
D. Team valuation services
2. The National Hockey Association has just drafted Ty Hartman. Ty hires Amanda Bingham to help him make sound business decisions, and to negotiate endorsement contracts with well-known companies. Amanda is Ty's
A. sponsor.
B. agent.
C. mentor.
D. publicist.
3. What do athletes sometimes hire to help them organize charity tournaments?
A. Marketing firms
B. Sponsors
C. Agents
D. Recruiters
4. The best way to avoid buying counterfeit tickets to a game/event is to purchase them
A. from reputable scalpers.
B. several months in advance.
C. at an online auction site.
D. at official ticket outlets.
5. Which of the following is an unacceptable place to use an athlete's or celebrity's identity without his/her permission:
A. In a magazine
B. On your company's advertisements
C. In a book
D. On the news
6. When a league blocks the broadcast of a certain game in a certain territory, it is known as a(n)
A. antitrust violation.
B. blackout.
C. injunction.
D. right of publicity.
7. Which law makes restraining free trade and competition illegal?
A. The Sherman Antitrust Act
B. The Lanham Act
C. The National Labor Relations Act
D. The Sports Broadcasting Act of 1961
8. Which of the following is an unfair, anticompetitive trade practice in sport/event marketing:
A. Trademark infringement
B. Loss prevention
C. Employee strike
D. Sponsorship exclusivity
9. When negotiations between a players' union and the owners' organization cannot be reached, the players might vote to determine if they should
A. go on strike.
B. play for international leagues.
C. become free agents.
D. ask for fan support.
10. When professional athletes negotiate salaries, playing conditions, and contract terms as a single unit, their union is engaging in
A. competitive advantage.
B. labor resistance.
C. free agency.
D. collective bargaining.
11. Salaries, contracts, and profit sharing are often the issues that create conflicts between sports' leagues and
A. team owners.
B. sponsoring organizations.
C. individual managers.
D. players' associations.
12. Which of the following is an example of a governing body in the sport industry:
A. International Olympic Committee
B. NCAA Men's Basketball Championship
C. Washington Nationals Baseball Team
D. Rahal Letterman Lanigan Racing
13. Which of the following are trade barriers that are likely to limit a sport-equipment manufacturer's ability to export its products to foreign countries:
A. Trade agreements and industrialization
B. Licenses and outputs
C. Quotas and tariffs
D. Globalization and embargoes
14. When a sporting-goods manufacturer decides to sell to businesses located in another country, it should consider the country's
A. profit margins.
B. trade restrictions.
C. cost of goods.
D. selling motives.
15. Which of the following presents the greatest challenge for U.S. companies when developing a plan to sell movies in foreign countries:
A. Language barrier in promotion
B. Cost of foreign monetary exchange
C. Uncertainty about government policies
D. Lack of interest by foreign customers
16. The first step that a business should take when collecting marketing information from its customers is to
A. develop a rating scale.
B. determine the survey method.
C. obtain secondary data.
D. define research objectives.
17. A business that randomly surveys 200 customers to learn their opinions about a new product is collecting ______marketing information.
A. scientific
B. confidential
C. primary
D. technical
18. Businesses often collect marketing information from customers in order to learn which products
A. earn the highest profits.
B. meet specific design standards.
C. sell best in certain locations.
D. qualify for vendor discounts.
19. Businesses collect marketing information from other sources in order to find out what is happening in the
A. research department.
B. external environment.
C. parent corporation.
D. internal organization.
20. When analyzing the historical data in a data warehouse, which of the following is true of its data:
A. Related data are grouped together in folders.
B. The data change as modifications are made to the database.
C. The data are static.
D. Data maintain the uniqueness provided in their operational applications.
21. When marketing researchers review the level of affiliation between two variables, they are evaluating the ______of data components.
A. affirmation
B. predictability
C. sensitivity
D. correlation
22. Which of the following is useful marketing information that a business might obtain by analyzing a customer database:
A. Expense involved in developing a customer database
B. Average customer is married, owns home, earns $50,000 a year
C. Federal identification numbers for current and past customers
D. Total sales for each month of the previous year
23. What should businesses try to achieve when manipulating data for information analysis?
A. Exploratory research
B. Secondary information
C. Program development
D. Accurate interpretation
24. When making marketing decisions, businesses often analyze research that is expressed as a mean, median, or mode, which are estimates often referred to as the
A. predictability curve.
B. graphic representation.
C. central tendency.
D. distribution share.
25. Which of the following must coincide when using descriptive statistics in order to have normally distributed data:
A. Range, dispersion, confidence interval
B. Ordinal, nominal, binomial
C. Mean, median, mode
D. Standard deviation, percentiles, pictorial representations
26. A business that conducts research and finds that most of its customers visit the business four times a week has identified the
A. median.
B. mode.
C. mean.
D. range.
27. What do researchers often use to summarize and interpret vast amounts of numeric information?
A. Research questionnaires
B. Descriptive statistics
C. Hypothetical samples
D. Independent variables
28. Which of the following is an example of range:
A. Most consumers buy four CDs per month.
B. Consumers buy an average of five CDs per month.
C. Consumers buy between three and seven CDs per month.
D. Half of all consumers buy more than five CDs per month.
29. One reason that seat licenses and premium seating are growing trends in sport/event marketing is because these practices are
A. sales policies.
B. pricing strategies.
C. advertising methods.
D. revenue sources.
30. The NHL, the NFL, and the CFL are becoming more interested in investing in the development of recreational sports for youths in order to
A. appeal to low-income individuals.
B. encourage sedentary lifestyles.
C. comply with local regulations.
D. attract more fans.
31. Which of the following is a trend in the sport/event industry:
A. Premium seating options are yielding less revenue for sport/event facilities than other types of seating.
B. Relationship marketing is becoming less important to sport/event organizations as technology evolves.
C. Due to the high level of media clutter, fewer businesses are participating in sport/event sponsorships.
D. Sport/Event facilities are evolving into complete entertainment centers with interactive activities.
32. An effective technique to use when giving an oral presentation of report findings and recommendations is to keep the presentation
A. relatively simple.
B. technically oriented.
C. free from detail.
D. on a complex level.
33. What part of a marketing-research report would be mentioned only briefly in an oral presentation?
A. Research methods
B. Relevant information
C. Pertinent data
D. Research findings
34. Stephanie has completed a market-research project to identify changing consumer trends that will affect her company and its market position. She has learned many interesting demographic trends occurring in the population. What type of data should she include in her report to management?
A. Information that is relevant to the marketing decisions that management must make
B. All the information collected so management can decide what is important
C. Information that applies only to people not currently part of the target market
D. Information that applies only to the company's current target market
35. An effective method of presenting complex report findings and recommendations to a large group of managers involves the use of
A. scientific data.
B. computer software.
C. informal outlines.
D. handmade graphics.
36. Copies of questionnaires, interview forms, and other technical documents are often included in what part of a marketing report?
A. Analysis
B. Introduction
C. Summary
D. Appendix
37. When writing marketing reports, researchers should make sure that they include a section about
A. populations.
B. qualifications.
C. regulations.
D. limitations.
38. The main portion of a marketing report that explains the research findings should include
A. summaries and recommendations.
B. technical appendixes and indexes.
C. data-collection procedures.
D. supporting tables and graphs.
39. Which of the following is a characteristic of an effective marketing report:
A. Explains role of executive management
B. Contains names of contributing editors
C. Provides industry review information
D. Answers specific research questions
40. One of the main portions of a marketing report describes the research methods and the
A. industry review standards.
B. data collection procedures.
C. technical terminology.
D. consulting expenses.
41. Obtaining the right to name a sport or entertainment event is often one of the objectives of a(n)
A. franchise arrangement.
B. sponsorship.
C. affiliation.
D. licensing agreement.
42. What type of sponsorship objective involves bartering for goods and services?
A. Cost avoidance
B. Revenue generation
C. Activation
D. Promotion
43. Wheelz wants to market its product line of in-line skates to young males under the age of 35. Which of the following sponsorship opportunities would best attract the exposure the company seeks on a very limited budget:
A. Olympic opening ceremony
B. Extreme-sporting event
C. Pro-football game
D. Affinity-sporting event
44. Which of the following would an event marketer most probably contact when seeking sponsorship for an upcoming auto race:
A. Nonprofit organizations
B. Related businesses
C. Athletic competitors
D. Charitable organizations
45. Sport/Event marketers often identify the sponsorship potential of a specific business by researching the company's sponsorship history and understanding its
A. sponsorship objectives.
B. manufacturing methods.
C. financial policies.
D. quantity standards.
46. Why should sport/event marketers develop proof-of-performance packages for sponsors?
A. To provide information about the facility
B. To explain the type of sport/event
C. To list the important participants
D. To help sponsors justify the investment
47. Which of the following is the first step in a sponsorship presentation:
A. Create interest in your organization or event.
B. Give event details.
C. Create interest in the sponsorship opportunity.
D. Explain how the prospective sponsor can get involve
48. Taco Bell doesn't want its message to get lost among the messages of your team's other sponsors, so you offer to name the pregame show "The Taco Bell Pregame Report." This benefit is called
A. sales and sampling opportunities.
B. "ownership."
C. exclusivity.
D. fund-raising opportunities.
49. Bank of America is the only bank affiliated with your sport/event organization. This benefit is called
A. value in kind (VIK).
B. exclusivity.
C. "ownership."
D. presenting sponsorship.
50. To create or maintain a certain image, companies sponsor sport/event organizations that display characteristics they want consumers to associate with their products. This is one way of enhancing
A. relationship marketing.
B. sales and sampling opportunities.
C. exclusivity.
D. public relations.
51. Your hockey team receives free skates from Nike as part of Nike's payment of its sponsorship fee. This arrangement is known as
A. exploitation.
B. relationship marketing.
C. exclusivity.
D. value in kind (VIK).
52. One reason it is important to sell the venue is because the venue is part of the
A. market.
B. facility.
C. location.
D. product.
53. When writing a proposal for a potential sponsor, sport/event marketers should clearly emphasize sponsorship value and
A. deadlines.
B. liability.
C. benefits.
D. confidentiality.