Question 1

According to the text,the sponsorship program plays no part of the sport promotional strategy.

Accepted Answer

A) True 
 B)False  False

Question 2

According to the text,the final stage of the sports sponsorship process involves _____ and _____.

Accepted Answer

A)  implementation; segmentation 
B)  implementation; evaluation 
C)  evaluation; segmentation 
D)  implementation; processing 
E)  processing; marketing 
A)  implementation; segmentation 
B)  implementation; evaluation 
C)  evaluation; segmentation 
D)  implementation; processing 
E)  processing; marketing B

Question 3

List and describe the five elements of indirect sponsorship objectives.

Accepted Answer

1.Awareness: most basic objective of the sponsor is to generate recognition of its products and services,product lines,or corporate name.
2.Competition: a primary objective of the sponsor is to meet or stamp out its competitor. Many corporations are not interested in sponsorship,but cannot afford to let their competitor get any more of an edge on sponsorship recognition.
3.Reaching Target Markets: allows corporations to reach certain people who are attracted to sports.These sports events represent a natural forum for psychographic segmentation of consumers.
4.Building Relationships: building long-term relationships with corporate and sports entities has become a prime objective in sponsorship,especially in professional and big time collegiate athletic community.This is done on an expensive level with prices exceeding the hundreds of thousands of dollars.
5.Image Building: perhaps the most important reason for sponsorship of a sports entity.This is a two-way process for both the sponsor organization and the sports entity-the organization associates itself and/or its brands with the positive image generated by the unique personality of the sporting event.

Question 4

Relationship marketing is one of the most important issues for sports marketers in today's competitive marketing environment.

Accepted Answer

A) True 
 B)False

Question 5

List and describe the five levels of the Sports Event Pyramid (from top to bottom).

Accepted Answer

1.Global event-at the apex of the pyrami

Question 6

The Sports Event Pyramid is best described as a way to _____.

Accepted Answer

A)  categorize the scope of the sponsorship 
B)  look at the sponsor's objectives 
C)  evaluate the sponsorship return on investment 
D)  build public image for the sponsorship 
E)  none of the above 
A)  categorize the scope of the sponsorship 
B)  look at the sponsor's objectives 
C)  evaluate the sponsorship return on investment 
D)  build public image for the sponsorship 
E)  none of the above

Question 7

The state high school baseball championship would be best described as a _____ event.

Accepted Answer

A)  regional 
B)  local 
C)  national 
D)  community 
E)  worldwide 
A)  regional 
B)  local 
C)  national 
D)  community 
E)  worldwide

Question 8

According to the text,the eventual objective for nearly all organizations involved in sponsorship programs is to increase sales.

Accepted Answer

A) True 
 B)False

Question 9

The athletic platform can be divided on the basis of _____.

Accepted Answer

A)  athlete 
B)  team 
C)  league 
D)  event 
E)  all of the above 
A)  athlete 
B)  team 
C)  league 
D)  event 
E)  all of the above

Question 10

The athletic platform most commonly associated with sports marketing is _____.

Accepted Answer

A)  team 
B)  athlete 
C)  event 
D)  league 
E)  level of competition 
A)  team 
B)  athlete 
C)  event 
D)  league 
E)  level of competition

Question 11

At the center of the Sport Sponsorship Acquisition Model is a group of individuals that play a unique role (buying center composition)in the actual acquiring of the sponsorship.List and describe the roles of this group.

Accepted Answer

1.Gatekeepers: control the flow of infor

Question 12

The World Cup is considered a(n)_____ event.

Accepted Answer

A)  international 
B)  global 
C)  world 
D)  regional 
E)  both a and c 
A)  international 
B)  global 
C)  world 
D)  regional 
E)  both a and c

Question 13

According to the text,a primary objective of sport sponsorship is to stamp out or meet any competitive threats.

Accepted Answer

A) True 
 B)False

Question 14

In the Sport Sponsorship Acquisition Model,the influencers are individuals who can impact the decision-making process.

Accepted Answer

A) True 
 B)False

Question 15

A model of how corporations select and choose sponsorship opportunities is called _____.

Accepted Answer

A)  sponsorship seeking model 
B)  sponsorship acquisition model 
C)  sponsorship contact model 
D)  sponsorship relationship model 
E)  none of the above 
A)  sponsorship seeking model 
B)  sponsorship acquisition model 
C)  sponsorship contact model 
D)  sponsorship relationship model 
E)  none of the above

Question 16

According to the text,the athletic platform most commonly associated with sports marketers is the event.

Accepted Answer

A) True 
 B)False

Question 17

Ambush marketing tactics _____.

Accepted Answer

A)  are very ineffective for the ambusher 
B)  anger consumers 
C)  are used widely because there are no preventive measures protecting the sponsors 
D)  prevent consumers from correctly identifying official sponsors 
E)  all of the above 
A)  are very ineffective for the ambusher 
B)  anger consumers 
C)  are used widely because there are no preventive measures protecting the sponsors 
D)  prevent consumers from correctly identifying official sponsors 
E)  all of the above

Question 18

When budgeting for sponsorship,a general rule of thumb is to be prepared to spend _____.

Accepted Answer

A)  1-2 times the amount of the sponsorship on promoting the sponsorship 
B)  2-3 times the amount of the sponsorship on promoting the sponsorship 
C)  3-4 times the amount of the sponsorship on promoting the sponsorship 
D)  6 times the amount of the sponsorship on promoting the sponsorship 
E)  No extra promotional dollars are required. 
A)  1-2 times the amount of the sponsorship on promoting the sponsorship 
B)  2-3 times the amount of the sponsorship on promoting the sponsorship 
C)  3-4 times the amount of the sponsorship on promoting the sponsorship 
D)  6 times the amount of the sponsorship on promoting the sponsorship 
E)  No extra promotional dollars are required.

Question 19

Investing in a sports entity to support overall organizational objectives,marketing goals,and/or promotional strategies is called _____.

Accepted Answer

A)  sales promotion 
B)  advertising 
C)  sponsorship 
D)  personal selling 
E)  image building 
A)  sales promotion 
B)  advertising 
C)  sponsorship 
D)  personal selling 
E)  image building

Question 20

Define the concept of ambush marketing,and give a specific example within the sports marketing industry.

Accepted Answer

Ambush marketing is the planned effort o

According to the text,the sponsorship program plays no part of the sport promotional strategy.

According to the text,the final stage of the sports sponsorship process involves _ and _.

List and describe the five elements of indirect sponsorship objectives.

Relationship marketing is one of the most important issues for sports marketers in today's competitive marketing environment.

List and describe the five levels of the Sports Event Pyramid (from top to bottom).

The Sports Event Pyramid is best described as a way to _____.

The state high school baseball championship would be best described as a _____ event.

According to the text,the eventual objective for nearly all organizations involved in sponsorship programs is to increase sales.

The athletic platform can be divided on the basis of _____.

The athletic platform most commonly associated with sports marketing is _____.

At the center of the Sport Sponsorship Acquisition Model is a group of individuals that play a unique role (buying center composition)in the actual acquiring of the sponsorship.List and describe the roles of this group.

The World Cup is considered a(n)_____ event.

According to the text,a primary objective of sport sponsorship is to stamp out or meet any competitive threats.

In the Sport Sponsorship Acquisition Model,the influencers are individuals who can impact the decision-making process.

A model of how corporations select and choose sponsorship opportunities is called _____.

According to the text,the athletic platform most commonly associated with sports marketers is the event.

Ambush marketing tactics _____.

When budgeting for sponsorship,a general rule of thumb is to be prepared to spend _____.

Investing in a sports entity to support overall organizational objectives,marketing goals,and/or promotional strategies is called _____.

Define the concept of ambush marketing,and give a specific example within the sports marketing industry.

Emergence of Sports Marketing

Contingency Framework for Strategic Sports Marketing

Research Tools for Understanding Sports Consumers

Understanding Participants As Consumers

Understanding Spectators As Consumers

Segmentation, targeting, and Positioning

Sports Product Concepts

Managing Sports Products

Promotion Concepts

Promotion Mix Elements

Pricing Concepts and Strategies

Implementing and Controlling the Strategic Sports Marketing Process

Filters

Exam 11: Sponsorship Programs

According to the text,the sponsorship program plays no part of the sport promotional strategy.

According to the text,the final stage of the sports sponsorship process involves _____ and _____.

List and describe the five elements of indirect sponsorship objectives.

Relationship marketing is one of the most important issues for sports marketers in today's competitive marketing environment.

List and describe the five levels of the Sports Event Pyramid (from top to bottom).

The Sports Event Pyramid is best described as a way to _____.

The state high school baseball championship would be best described as a _____ event.

According to the text,the eventual objective for nearly all organizations involved in sponsorship programs is to increase sales.

The athletic platform can be divided on the basis of _____.

The athletic platform most commonly associated with sports marketing is _____.

At the center of the Sport Sponsorship Acquisition Model is a group of individuals that play a unique role (buying center composition)in the actual acquiring of the sponsorship.List and describe the roles of this group.

The World Cup is considered a(n)_____ event.

According to the text,a primary objective of sport sponsorship is to stamp out or meet any competitive threats.

In the Sport Sponsorship Acquisition Model,the influencers are individuals who can impact the decision-making process.

A model of how corporations select and choose sponsorship opportunities is called _____.

According to the text,the athletic platform most commonly associated with sports marketers is the event.

Ambush marketing tactics _____.

When budgeting for sponsorship,a general rule of thumb is to be prepared to spend _____.

Investing in a sports entity to support overall organizational objectives,marketing goals,and/or promotional strategies is called _____.

Define the concept of ambush marketing,and give a specific example within the sports marketing industry.

Emergence of Sports Marketing

Contingency Framework for Strategic Sports Marketing

Research Tools for Understanding Sports Consumers

Understanding Participants As Consumers

Understanding Spectators As Consumers

Segmentation, targeting, and Positioning

Sports Product Concepts

Managing Sports Products

Promotion Concepts

Promotion Mix Elements

Pricing Concepts and Strategies

Implementing and Controlling the Strategic Sports Marketing Process

Filters

According to the text,the final stage of the sports sponsorship process involves _ and _.