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SPMT 217 Unit 4 Exam Questions with
Correct Answers Well Elaborated Score A+
(Verified)- Monroe Community College
Successful salespeople are born that way; people cannot acquire the skills through training or experience. FALSE Only minor league professional teams need to be concerned about creating new inventory to sell. Major league professional teams sell themselves. FALSE When the Dayton Dragons opened the gates of their new field in April 2000, which featured what the team dubbed the "world's largest outdoor billboard," they were using the strategy of Dominant identity The continuing influx of new sport leagues, teams, and events has created More and more options for companies large and small to engage in sport sponsorship
The growing need for sport organizations to think outside the box The increasingly competitive sport marketplace for sponsorship dollars
All of the above<<< The "2- 2 - 1 Plan" instituted by Major League Baseball and its baseball commissioner Peter Ueberroth did which of the following? Required companies to commit $2 million in advertising, $2 million in promotional spending, and $1 million in cash or in-kind fees annually Required all sponsors to commit to MLB for no less than three years Reasons for the tremendous growth in sport sponsorship over the past two decades include The commercial success of the Los Angeles Olympics The increased media interest in sport Sponsorship being viewed as a way for companies to break through the clutter of traditional advertising All of the above<<< Return on investment (ROI) in the sport sponsorship world is defined as Meeting the company's specific marketing and sales objectives in some measurable way
FALSE
Stakeholders are groups and individuals that have a stake in an organization. Of the following, who are stakeholders? Media Fans Sponsor
All of the above<<< The three disciplines that integrated marketing communications combines are Advertising, marketing, public relations Community relations Have objectives that include the development of substantive programs to benefit charitable causes as well as educational and outreach programs in an organization's area of business Are programs that allow organizations and their athletes a chance to give back to the communities in which they live and work Use activities such as in-kind contributions of licensed merchandise, game tickets, and autographed memorabilia to help a cause raise funds through auctions, special events, and raffles All of the above<<<
Community relations activities are intended to Create a benevolent reputation for the organization in the eyes of the public ______________ combines elements of computing, technology, telecommunications, and content to create products and services to be used interactively by consumers and business users. New media industry _________________ is an interchange of information between two or more parties that has a specific purpose or goal. An interview A ______________ is a basic interpretive mechanism to let people know what an organization is doing and is sent out to editors and reporters in hopes of stimulating favorable stories about an organization. Press release ________________ sent via e-mail are less costly and easier to produce than their printed counterparts and can include additional Web site links. Electronic newsletters
Roone Arledge Which term does not describe a typical rights arrangement? Shared exclusivity CPM stands for Cost per thousand Cume stands for Cumulative audience over time The YES network is Owned, in large part, by the New York Yankees The flagship station of the New York Yankees A 24-hour sports network
All of the above<<< The NCAA v. University of Oklahoma case was based on antitrust law. TRUE
In 2003, a 30-second ad for the Super Bowl cost $1 million. FALSE Which baseball executive was one of the first sporting goods entrepreneurs in the 1800s? Albert G. Spalding Hardy (1997) defined sporting goods as what? Physical objects necessary for the game Which college was the first to enter into a formal licensing agreement in 1973? UCLA Most professional leagues negotiate licensing agreements on behalf of their member organizations. What is the name of the department responsible for those agreements? Properties division
The word internet derives from which of the following? inter-network Facebook was originally designed for: college students How have sport managers primarily utilized Facebook? group pages and fan pages "Tweets" are messages sent via: Twitter Who was considered the first "blog superstar" in sport? Gilbert Arenas One way new media could impact career development is: providing candidates with a way to submit job materials online
Why do people engage with social media? personal, social-based relationships New media can be defined as the emergence of digital, computerized, or networked information and communication technologies in the later part of the twentieth century. TRUE Early funding for Internet development came from the Department of the Interior. FALSE Twitter has been used by sport managers to humanize their brands. TRUE The legendary founder of sport promotion was: Bill Veeck
FALSE
Winning is the only factor in a successful sales organization. FALSE Sales is a numbers game, so usually, ten phone calls to solicit a meeting are needed in order to generate one actual sales call. TRUE Which of the following has been described as a watershed in the evolution of sport sponsorship? Los Angeles Olympic Games The man behind the success of the new commercial mind-set brought to the Los Angeles Olympics was: Peter Ueberroth One major reason why Golden Flake Snack Foods selected the Southeastern Conference (SEC) as a sponsorship platform was the ability to tap into the: Southeast region of the U.S.
Return on investment (ROI) in the sport sponsorship world is defined as: meeting the company's specific marketing and sales objectives in some measurable way Sales promotions in sport sponsorships are designed to: stimulate immediate product demand A series of promotions requiring fans to attend multiple games in order to obtain, for instance, each player card in a set or series is called continuity promotion One of the most effective sales promotion tools often used with a new product to induce consumers to try a product is: sampling The oft-cited rule for activating a sponsorship is 6 to 1 ($6 in advertising/promotion support for every $1 spent in rights fees). FALSE
What is an interchange of information between two or more parties that has a specific purpose or goal? interview What is information placed in the media by an identified sponsor that pays for the time or space called? Advertising Internal communications involve communicating to the organization's own staff Preparation is the most important component to handling a crisis incident well. TRUE The sole mission of public relations activities is gaining publicity. FALSE The standard inverted pyramid style of writing is how to write press releases. TRUE
The first sports section was introduced in the Boston Globe in 1910. FALSE What device is Guglielmo Marconi credited with patenting in 1896? A wireless transmission system commonly called the radio When was the first commercial radio broadcast? On November 2, 1920 What two people helped spur the growth of sport broadcasting in the 1960s and beyond? Roone Arledge and Alvin "Pete" Rozelle The act that granted professional sports immunity from anti trust actions regarding the pooling of broadcast rights was: Sports Broadcasting Act
Blue Ribbon Sports was the original of what company? Nike What is the Super Show? World's largest trade show for sporting goods Manufacturers make all their products in the United States. FALSE The University of Oregon's mascot is modeled after Daffy Duck. FALSE "Bo Knows" was a marketing campaign for Nike. TRUE The athletic footwear segment of the sporting goods industry includes hiking shoes and boots.
TRUE
Sales in the sport industry places an emphasis on the importance of: building long-term relationships with customers Mark McCormack, founder of IMG, explained that selling consists of all of the following except: having a winning team or product Sport organizations that collect names, addresses, phone numbers, and other demographic information from customers are using which sales methodology? Database marketing The sales method that usually costs more to use than the others is: Personal selling When the product or service package the sport organization is selling does not meet the specific wants or needs of a consumer, what approach should the sport organization follow? Benefit selling
