TEST BANK for Advanced Theory and Practice in Sport Marketing, 4th Edition. Eric Schwarz, Kyle Brann

Advanced Theory and Practice in Sport Marketing, 4e Eric Schwarz, Kyle Brannigan, Kevin Cattani, Jason Hunter (Test Bank All Chapters, 100% Original Verified, A+ Grade) Answers At The End Of Each Chapter

Chapter 1 Situation Analysis of Sport Marketing

1. Marketing is defined as: a. The collection of skills related to the planning, organizing, directing, controlling, budgeting, leading, and evaluation of an organization or department whose primary product or service is related to sport and its related functions. b. Paid, nonpersonal communications about a sport product or service through the print, broadcast or electronic media that are designed to attract public attention and subsequent purchase. c. The functions involved in the transfer of goods and services from the producer to the consumer. d. The relationship between a corporation and a sport organization as a tool to develop brand image and customer loyalty as a result of the association.

2. Which of the following is NOT one of the 4 Cs of marketing analysis? a. Committees b. Company c. Competition d. Consumer

3. The concept of dividing a large, diverse group with multiple attributes into smaller groups with distinctive characteristics is called: a. Segmentation b. Targeting c. Positioning d. Delivery

4. The assumption that 20% of customers generate 80% of sales, and that 80% of merchandise comes from 20% of the vendors is called: a. Strategic Marketing b. SWOT Analysis c. PEST Analysis d. The Pareto Principle

5. Finding the best way to get a product’s image into the minds of consumers, and hence entice the consumer to purchase the product, is called: a. Segmentation b. Targeting c. Positioning d. Delivery

6. How a company seeks to influence the perceptions of potential and current customers regarding the image of the company and its products and services is called: a. Segmentation b. Targeting c. Positioning d. Delivery

7. Place, one of the elements of the sport marketing mix, can also be referred to as: a. Position b. Distribution c. Situation d. Status

8. To analyze the company, we conduct a SWOT analysis. What does SWOT stand for? a. Segmentation, Work Analysis, Outsourcing, Targeting

b. Strengths, Weaknesses, Opportunities, Threats c. Sponsors, Workers, Outsiders, Teams d. Sales, Workers, Orders, Transactions

9. To analyze the external climate, we conduct a PEST analysis. What does PEST stand for? a. Positioning, Economic, Segmentation, Targeting b. Planning, Evaluation, Strengths, Threats c. Positioning, Evaluation, Segmentation, Targeting d. Political, Economic, Social, Technology

10. Objectives need to be SMART. This acronym stands for: a. Specific, Measurable, Aggressive, Realistic, and Time-Based b. Simple, Meaningful, Accurate, Reliable, and Trustworthy c. Service-Oriented, Motivational, Augmented, Regular, and Transactional d. Social, Mission, Attitudinal, Reliable, and Tactical

11. You are the new Marketing Director for a minor league baseball team. On your first day of work, you decide you need to fully understand the market by completing a market analysis. What are the five main components (5 Cs) of marketing analysis, and what specifically will you be evaluating?

12. Explain the concept of positioning and how it is used effectively by a sport facility.

13. Choose a sport organization of your choice and conduct both a SWOT and PEST analysis.

14. Find a strategic plan for a sport organization. After reviewing the plan, develop 3-5 KRAs that are forward-looking and will help move the organization forward in a positive direction.

Chapter 1 Situation Analysis of Sport Marketing

1. Answer: C Rationale: Choice “c” is the definition of sport marketing. The other three are incorrect because choice “a” is the definition of sport management; choice “b” is the definition of advertising; and choice “d” is the definition of sponsorship.

2. Answer: A Rationale: The 5 Cs of marketing analysis are the company, collaborations, competition, consumer, and climate. Committees are not one of the 5 Cs.

3. Answer: A Rationale: The question is the definition of segmentation. The other three are incorrect because targeting is finding the best way to get a product’s image into the minds of consumers, and hence entice the consumer to purchase the product; positioning is the process of influencing the perceptions of potential and current customers about the image of the company and its products and services; and delivery is the concept of producing or achieving what is desired or expected by the consumer.

4. Answer: D

Rationale: The question is the definition of the Pareto Principle, or the 80/20 rule. The other three are incorrect because marketing is the functions involved in the transfer of goods and services from the producer to the consumer; a SWOT analysis is a study of strengths, weaknesses, opportunities, and threats; and a PEST analysis evaluates the external political, economic, social, and technological climate.

5. Answer: B Rationale: The question is the definition of targeting. The other three are incorrect because segmentation is the concept of dividing a large, diverse group with multiple attributes into smaller groups with distinctive characteristics; positioning is the process of influencing the perceptions of potential and current customers about the image of the company and its products and services; and delivery is the concept of producing or achieving what is desired or expected by the consumer.

6. Answer: C Rationale: The question is the definition of positioning. The other three are incorrect because segmentation is the concept of dividing a large, diverse group with multiple attributes into smaller groups with distinctive characteristics; targeting is the concept of dividing a large, diverse group with multiple attributes into smaller groups with distinctive characteristics; and delivery is the concept of producing or achieving what is desired or expected by the consumer.

7. Answer: B Rationale: The definition of place is “the methods of distributing the product to consumers”.

8. Answer: B Rationale: SWOT is an acronym meaning strengths, weaknesses, opportunities, and threats. The analysis is used to measure the internal strengths and weaknesses of a company, its collaborations, and its climate. It also evaluates the external opportunities and threats posed by consumers, collaborations, competition, and the external climate.

9. Answer: D Rationale: PEST is an acronym meaning political, economic, social, and technological.

The analysis is used to measure the external climate of a sport organization.

10. Answer: A Rationale: Objectives are the steps to be enacted to accomplish the goals. These objectives need to be SMART – specific, measurable, aggressive, realistic, and timebased.

11. Answer: The students’ answers will vary somewhat, but should include the following: ➢ Consumer - Should include who the consumers are, how the market is segmented, what the target market is (including an explanation of each of the P's - product,

price, place, promotion, publicity, processes, people, physical evidence), how the organization is positioned in the marketplace, and delivery methods for the various products. ➢ Collaborations – Answer should be centered on all parts of a SWOT analysis (Internal Strengths, Internal Weaknesses, External Opportunities, and External Threats) and look beyond consumers to distributors, suppliers, and partners. ➢ Company - Answer should be centered on the internal part of a SWOT analysis (strengths and weaknesses) specifically regarding its resources and capabilities and how they are utilized and modified to develop or strengthen their competitive advantage. ➢ Competition - Answer should be focused on the external parts of a SWOT analysis (opportunities and threats) including an evaluation of the organization's current status in the market and determining which direction the organization should be heading. ➢ Climate – Answers should focus on the internal organizational culture and the external view of the elements of a PEST (political, economic, social, and technological) analysis.

12. Answer: Positioning focuses on how a sport organization can best influence the attitudes, behaviors, motivations, and perceptions of current and potential customers regarding the image of their sport products and services. Sport facilities effectively use positioning in a

number of ways. Firstly, sport facilities position themselves as an exciting atmosphere, with many thousands of screaming fans and sporting professionals on the field. This differentiates sport (as a single product) from other types of entertainment services such as the theatre, cinemas and cultural exhibitions (art, museums). Within the single sport product, the facility then has multiple positions based on the consumer segment it is targeting. For example premium seating gives the best quality viewing experience; corporate suites cater to people who want the best hospitality service; lowering the ticket price attracts people who may easily change between entertainment products; season membership tickets cater for loyal fans by reducing the price on repeat patronage to the event and in-seat Wi-Fi caters for an increasingly technologically reliant consumer.

13. Answer: Answers will vary based on the type of sport organization chosen, but all answers should include the following…

The framework of a SWOT analysis should look at the internal strengths, internal weaknesses, external opportunities and external threats of the sport organization. The framework for understanding the sport organization itself is in the first two parts of a SWOT analysis: internal strengths and internal weaknesses. The strengths of a company are its resources and capabilities that can be used to develop a competitive advantage. A competitive advantage is where a company sustains profits above the average for the specific industry. Competitive advantage is usually looked at in two ways: cost

advantage (when a company can deliver the same benefits as competitors at a lower cost) and differentiation advantage (when a company can deliver benefits that exceed those of other products in the specific industry). By understanding these concepts, a marketer can gain a better understanding of the company itself. In addition, the marketing professional can implement a more effective and efficient marketing effort by maintaining or improving on strengths, while seeking ways to improve on and eliminate weaknesses.

Examples would include having limited time, staff or funding.

The framework of competition is in the last two parts of a SWOT analysis: external opportunities and external threats. By evaluating opportunities and threats, a company can evaluate their current status in the market, and determine which direction the company should be heading. This is most often guided by an organizational mission, through an evaluation of organizational and management options, and outlining the goods and/or services to be marketed. The opportunities are the marketplace openings that exist because others have not entered or capitalized on that part of the marketplace. Threats are those environmental factors that can negatively affect the marketing of a product if the company does not react to them.

The PEST analysis should evaluate the external climate. Legal and political forces have a direct effect on how sport organizations can operate within a given environment.

Regulatory forces ranging from federal, state, and local government to administrative law as set by governing bodies and organizations all have a direct effect on how sport

marketing efforts are implemented. The economy has a direct effect on the amount of discretionary money and time individuals have to partake in purchasing or experiencing the products and services offered through sport marketing efforts. These economic constraints are caused by numerous factors, including inflation, significant competition, high interest rates, and weak economic indicators of future economic conditions.

Concerning social and ethical influences, a sport marketing professional must understand the societal values and beliefs that directly affect the implementation of sport marketing efforts. The foundations of these societal values and beliefs are focused on the ethical influences and social responsibility evident in a given society. As far as new information technologies, beyond the Internet, the extension of digital, mobile, and social media has forced marketers to be able to utilize that technology in a way that can reach the end-user.

New technology makes it easier to reach a new customer and it is up to the marketer to be able to figure out how to use the technology to grab the attention of a consumer that is being bombarded by other companies that are asking for their entertainment dollars.

14. Answer: As noted in the chapter, key result areas (KRA’s) are the general outcomes for the sport business that are articulated through the strategic sport marketing plan. A KRA serves to bridge the current situation of the sport business to where the sport business wants to be.

KRA’s also need to be measurable and achievable, as they become the defining concept of responsibility for the sport marketer placed in charge of it. Hence the response to this question must demonstrate the development of KRA’s that are adaptable to various

internal and external influences that will occur over time and must have the ability to address those changes promptly.

Chapter 2 Developing the Strategic Sport Marketing Structure

1. What is the difference between a strategy and a tactic? a. A tactic is a plan of action put in place to achieve a long-term goal or objective, while strategies are the methods used to implement tactics. b. A strategy is an emotion or psychological need that acts to stimulate an action, while tactics are the methods used to implement the strategy. c. A strategy is a plan of action put in place to achieve a long-term goal or objective, while tactics are the methods used to implement the strategy. d. A tactic is an emotion or psychological need that acts to stimulate an action, while strategies are the methods used to implement tactics.

2. What is the first step in developing a sport marketing plan? a. Identifying the purpose of the sport marketing plan b. Analyzing the sport product c. Forecasting the market climate d. Positioning the sport product

3. Which of the following is NOT a primary market considered when positioning a sport product or service? a. Participants

b. Spectators c. Sponsors and partners d. Volunteers

4. The responsibility sport organizations have to society beyond that of investors and stakeholders to include philanthropy, volunteerism, and any other efforts that fosters relationships that enhance society is known as: a. Ethics b. Ethical responsibility c. Socialism d. Social responsibility

5. The concept of marketing citizenship focuses on the sport marketing strategy being developed based on the needs of the stakeholder in terms of economics, legal issues, philanthropic activities, and _______________. a. Ethics b. Ethical responsibility c. Socialism d. Social responsibility

6. The economic dimension of social responsibility includes all of the following except: a. The concept of consumerism

b. Profit responsibility to owners c. The concept of economic impact d. Profit responsibility to stakeholders

7. ___________________ is defined as the social obligation an organization has to be a good corporate citizen by contributing to the improvement of the quality of life of people ranging from an individual or community to society as a whole. a. Social responsibility b. Philanthropy c. Environmentalism d. Sustainability

8. The principles, rules, or standards of right conduct of individuals, groups, or a society are known as: a. Morals b. Ethics c. Social Responsibility d. None of the above

9. What is a marketing myopia? a. A lack of foresight in sport marketing ventures b. A lack of creativity in sport marketing ventures

c. A lack of financing available to conduct sport marketing venture d. A lack of qualified professionals to manage sport marketing ventures

10. Since the start of the new millennium, which of the following external factors has been the most significant influence on the growth of international and global trade? a. Changes in economic structures b. Advances in environmental concepts such as sustainability c. The evolution of digital technologies d. Changes in political structures

11. List and discuss the steps involved in developing a sport marketing plan.

12. Analyze a professional sport team of your choice and evaluate the level of social responsibility they are engaged in. Include what the organization implements in terms of each of the four dimensions of social responsibility.

13. Marketing plans and strategies do not always work, mainly because there is often a lack of vision in these plans. Why do sport marketing professionals tend to focus so much on immediate goals and objectives, and less on vision and the future development of sport marketing efforts?

14. You are the Director of International Marketing for the Major Arena Soccer League (MASL). The MASL for the current season has 15 teams in the United States and two teams in Mexico. The commissioner wishes to expand further into the Latin American market – specifically with two teams in Central America and one in the Caribbean.

Address in detail the main issues of expanding the league into Panama City, Panama and San Jose, Costa Rica in Central America; and Santo Domingo in the Dominican Republic.

Chapter 2 Developing the Strategic Sport Marketing Structure

1. Answer: C Rationale: A strategy is a plan of action put in place to achieve a long-term goal or objective. Strategies are essential to the survival of any sport business because they are the drivers enacted to meet the mission, goals, and marketing objectives of sport organizations while at the same time addressing stakeholder requirements, maintaining integrity and values-driven operations, and moving the sport organization in a positive direction towards meeting its vision and reaching its strategic intent. It is important not to confuse strategies with tactics. Strategies are developed by the top managers of a sport organization as part of an integrated sport marketing plan, while tactics are established by middle managers to find methods for implementing the strategy.

2. Answer: A Rationale: The first step in developing any sport marketing plan is identifying the purpose of the sport marketing plan. Once the purpose is identified, then we move on to analyzing the sport product, forecasting the market climate, and eventually positioning the sport product – among multiple additional steps.

3. Answer: C

Rationale: The primary markets considered during positioning are participants, spectators, and volunteers as social hosts. Partners and sponsors are secondary markets.

4. Answer: D Rationale: Corporate social responsibility focuses on the responsibility sport organizations have to society beyond that of investors and stakeholders to include philanthropy, volunteerism, and any other efforts that foster relationships that enhance society.

5. Answer: A Rationale: The concept of marketing citizenship focuses on developing a sport marketing strategy based on the needs of the stakeholder in terms of economics, legal issues, philanthropic activities, and ethics.

6. Answer: C Rationale: The concept of consumerism involves the systematic efforts of sport organizations, including individual sport marketers and sport marketing groups/departments, to protect the rights of consumers. Regardless of the other numerous goals and objectives of a sport organization, the number one goal of any business is to make a profit. The economic dimension of social responsibility is no different; hence the sport marketer must understand how to integrate social responsibility into the concepts of

consumerism, and the profit responsibility an organization has to its owners and stockholders. It does not focus on the concepts of economic impact.

7. Answer: B Rationale: Philanthropy is defined as the social obligation an organization has to be a good corporate citizen by contributing to the improvement of the quality of life of people ranging from an individual or community to society as a whole.

8. Answer: B Rationale: Ethics are the principles, rules, or standards of right conduct of individuals, groups, or a society. Ethics generally explain a society’s way of life, rules of conduct, and moral code. Sport marketers have a duty and obligation to act in a responsible manner in terms of the ethics within a society.

9. Answer: A Rationale: The definition of a marketing myopia is “having a lack of foresight in sport marketing ventures”.

10. Answer: C Rationale: While all choices may have some influence, the continued development of digital, satellite and Internet technologies has been the most integral part of the evolution of international and global trade since the start of the new millennium.

11. Answer: The process used in developing a sport marketing plan is a 10-step process. The answer should reflect the 10-steps as listed below, as well as an explanation for each step: ➢ Identifying the purpose of the sport marketing plan ➢ Analyzing the sport product ➢ Forecasting the market climate ➢ Positioning the sport product ➢ Segmentation and targeting consumers ➢ Packaging the sport product ➢ Pricing the sport product ➢ Promoting the sport product ➢ Distribution (place) of the sport product ➢ Evaluation and feedback about the sport marketing

12. Answer: Answers will vary from student to student based on the organization they choose; however, each should address the following: ➢

From an economic standpoint, regardless of social mission or vision, the ultimate goal for any business is to be profitable, and hence the sport marketer must keep the fact that all marketing efforts must consider the end result of profit.

➢

Sport marketers often are responsible for implementing such activities in line with the laws, rules, and regulations set forth by governing bodies.

➢

Sport organizations have a social obligation to be a good corporate citizen by contributing to the community and improving the quality of life through philanthropy.

➢

Sport marketers must also recognize their responsibility to do what is fair, just, right, and without harm to people; hence acting in an ethical manner in all they do.

13. Answer: There is a tendency to look for instant gratification – what is going to be successful right now. The lack of foresight in sport marketing ventures is known as a marketing myopia.

A summary of research shows that the major reasons there is a marketing myopia in sport are: ➢ There is a tendency to produce and sell goods, rather than identify needs and satisfy customers. This is a result of sport organizations failing to spend time and money on quality market research, which in turn has led to a major shortfall in data collection and analysis. ➢ There is a belief that winning equals sales, which in most cases is not true. ➢ There is confusion between what marketing is and what promotions are. ➢ Sport organizations tend to be shortsighted – the “I want it now” principle ➢ Since there is such an overabundance of people wishing to enter the sport field, starting salaries are often very low. There is an effort to offset these low salaries by including commissions, but the lack of guaranteed income scares many quality potential marketers away.

14. Answer: The student will have information that will be centered in research that is necessary for establishing an appropriate vision and clarifies information about the country, the region, and the foreign market. In addition, the student should show an understanding about trends apparent in the overseas marketplace, and how to forecast the needs of that marketplace in terms of the sport consumers, potential economic growth, sport industry trends, the political and sociological climates, and growth opportunities in technology.

Chapter 3 Research and Analytics-Driven Information Systems

1. ‘A systematic computational analysis of historical data to forecast potential trends, evaluate the effects of sport marketing decisions and related events, and examine sport marketing performance’ is the definition of: a. Sport marketing information systems b. Internal report system c. Decision support system d. Analytics

2. The two major types of data that drive the analytics movement are: a. Quantitative and qualitative data b. Small and big data c. Cluster and discrete data d. Longitudinal and historical data

3. Which of the following is not a cornerstone element of the sport marketing information system? a. Gathering b. Analyzing c. Norming

d. Distributing

4. The sport marketing information system is a structure that consists of all aspects of the sport organization including people, equipment, goals and objectives, policies and procedures. a. True b. False

5. Which of the following is not a major component of the internal report system? a. Descriptive statistics b. Order-to-payment cycle c. Point-of-sale d. Data mining

6. ‘The procedures utilized by sport marketing professionals to secure everyday information about developments in the marketing environment regarding external opportunities and threats’ is the definition of: a. Sport marketing research b. Sport marketing intelligence systems c. Internal report systems d. Decision support systems

7. Which of the following is not one of the popular methods for information scanning? a. Semi-focused scanning

b. Focused scanning c. Unfocused scanning d. System scanning

8. Identify the two key factors that play a role in the decision support system framework. a. The techniques used to complete the analysis and the level of organizational involvement b. The primary data collected and computer program used to complete the analysis c. The cognitive skills of the decision maker and the time demands associated with the decision making d. The interpretation steps used and the availability of secondary data

9. Increased time pressure related to decision making often results in: a. Reduced information search b. More conservative decisions c. Reduced processing time d. All of the above

10. Emotional response is an ability related to the cognitive skills of the decision maker. a. True b. False

11. As analytics continues to ingrain itself into the sport industry, sport marketers must be better collectors and curators of small and big data. First, identify and describe small and big data.

Next, identify and describe 2-3 items that a minor league baseball team might evaluate as a part of their big data collection.

12. We discussed the eight steps of comprehensive market research within the chapter. First, identify and briefly describe the steps discussed in the chapter. Next, which step would best help a Parks and Recreation department and why?

13. Within the chapter, we discussed the need for our internal report systems to be regularly maintained and updated. Based on what you know of the internal report system, why is this need vital to the continued operation of the sport organization?

14. Identify and describe three sources of primary data and three sources of secondary data that could help build an effective sport marketing intelligence system.

Chapter 3 Research and Analytics-Driven Information Systems

1. Answer: D Rationale: Choice “D” is the definition of analytics. The other three are incorrect because choices “A”, “B” and “C” are systems discussed within the chapter that all make use of analytics tactics.

2. Answer: B Rationale: As discussed in the chapter, answer choice “B” represents the two major types of data that power analytics process. Answer choice “A” is incorrect because quantitative and qualitative data are popular methodologies within data. Answer choice “C” is incorrect as they are two types of data results. Answer choice “D” is incorrect because it represents two types of data analysis.

3. Answer: C Rationale: Answer choices “A,” “B,” and “D” are all cornerstone elements discussed in the chapter. Answer choice “C” is a strategy related to small group management.

4. Answer: A Rationale: This statement is the description of a sport marketing information system.

5. Answer: A

Rationale: Answer choices “B,” “C,” and “D” are all major components of the internal report system, while answer choice “B” is a term that that describes a type of statistics.

6. Answer: B Rationale: Answer choice “B” is the term that the definition from the question describes. The other answer choices are other types of systems described in the chapter.

7. Answer: D Rationale: As per the material on information scanning, answer choices “A,” “B,” and “C” are all types of scanning, while answer choice “D” is a generic term not discussed in the chapter material.

8. Answer: C Rationale: While all of the answer choices represent important factors within sport marketing, answer choice “C” represents the factor directly discussed in the material.

9. Answer: D Rationale: Based on the material related to issues of increased time pressure, answer choices “A,” “B,” and “C” are all outcomes.

10. Answer: B Rationale: Emotional response is a factor of affective skills, not cognitive skills.

11. Answer: Answers will vary for part two of the question based on the knowledge and experience of the respondents, but part one should broadly contain the following information: •

Small data: accessible and easily calculable by traditional software

•

Big data: complex and not easily calculable by traditional software

12. Answer: Answers will vary for part two of the question based on the knowledge and experience of the respondent, but part one should broadly contain the following information: Step 1 – determine the need for sport marketing research Step 2 – define the problem Step 3 – establish research goals and objectives Step 4 – determine methods for collecting primary data Step 5 – identify sources of secondary information Step 6 – choose an appropriate research methodology Step 7 – examine data and draw conclusions Step 8 – present the final research report

13. Answer: Answers will vary but should include information related to the idea that sources of information change all the time. As sources of information change, so too does the information that comes from those sources – and as seasons and/or events come and go, new metrics are created and must be evaluated.

14. Answer: Answers will vary for this question based on the knowledge and experience of the respondent. Typical sources of primary data include customers, business partners, organizational employees, and other stakeholder groups. Typical sources of secondary information include trade journals, repository websites such as SBRNet, and historical data maintained by other organizations and/or municipalities.

Chapter 4 Understanding Sport Consumer Behavior

1. ‘The conduct that potential customers display in seeking out, ordering, buying, using, and assessing products and services that are expected to satisfy their needs and wants’ is the definition of: a. Sport consumer behavior b. Sport shareholder behavior c. External market behavior d. Organizational marketing behavior

2. Which of the following is not one of the sub-concepts that aids in the development of the sport marketing concept? a. Sport production b. The promotion of sport c. The sport product d. The selling of sport

3. Which of the following is not a major factor that influences sport consumption behavior? a. Involvement b. Commitment c. Norming d. Socialization

4. The two major consumer groups that sport marketers are concerned with are spectators and participants. a. True b. False

5. Which of the following is a step in the problem-solving cycle? a. Brainstorming b. Formulating alternative solutions c. Choosing and evaluating solutions d. All of the above

6. ‘A cognitive process by which an individual consciously makes a tactical or strategic choice that results in executing an action’ is the definition of: a. Learning processes b. Decision making c. Emotional reactions d. Consumer behavior

7. According to Freudian theory, in many cases, what kinds of needs and desires motivate consumers toward action? a. Conscious b. Focused

c. Psychological d. Unconscious

8. Which of the following tactics is not used in classical conditioning? a. Stimulus discrimination b. Stimulus generalization c. Qualitative analysis d. Repetition

9. Which of the following is not one of the discussed models that describe attitude formation? a. Cognitive, affective, conative model b. Multi-attribute model c. Theory of reasoned action d. All of the above

10. Sport marketers can only activate consumer perceptions through pricing strategies. a. True b. False

11. In this chapter, we discussed several processes in which consumers learn about our products and services. First, identify and briefly describe the three primary learning processes discussed in the material. Based on your analysis, which of those processes would work best for a loyal customer looking to purchase a new brand extension and why?

12. Working to understand consumer motives is an on-going process. Based on the material from the chapter, identify and describe a primary reason that contributes to this reality. Next, create an example that demonstrates that reason.

13. Within the chapter, we discussed various elements of a consumer’s culture. First, how would you define culture in your own words? Next, what are the two primary ways that sport marketers can assess cultural learning? Which of those methods would work best for a displaced fan looking for a new team and why?

14. Identify and briefly describe the four key determinants of assessing opinion leadership. Next, which of those determinants would best assess a social media opinion leader?

Chapter 4 Understanding Sport Consumer Behavior

1. Answer: A Rationale: Choice “A” is the term attributed to the definition in the question. The other three answer choices are incorrect because they are combinations of other sport marketing terms that exist in other elements of the discipline.

2. Answer: B Rationale: As discussed in the chapter, answer choice “B” represents one of the five elements of the marketing mix. Answer choices “A,” “C,” and “D” are the three sub-concepts directly discussed in the chapter.

3. Answer: C Rationale: Answer choices “A,” “B,” and “D” are all major factors that influence sport consumer behavior. Answer choice “C” is a strategy related to small group management.

4. Answer: A Rationale: This statement regarding the two major consumer groups is true.

5. Answer: D Rationale: Answer choices “A,” “B,” and “C,” are all steps in the problem-solving cycle.

6. Answer: B Rationale: Answer choice “B” is the term that the definition from the question describes. The other answer choices are other types of systems described in the chapter.

7. Answer: D Rationale: As per the material on information scanning, answer choices “A,” and “B” run counter to Freudian theory and answer choice “C” is the term that describes the field that Freudian theory is a subset of. Answer choice “D” describes the type of needs that often motivate consumer behavior according to Freudian theory.

8. Answer: C Rationale: While answer choices “A,” “B,” and “D” represent tactics used in classical conditioning, answer choice “C” represents a type of data analysis.

9. Answer: D Rationale: Based on the material related to attitude formation models, answer choices “A,” “B,” and “C” are all outcomes.

10. Answer: B Rationale: Sport marketers can also activate consumer perceptions through positioning, quality messages, and risk assessments.

11. Answer:

Answers will vary for part two of the question based on the knowledge and experience of the respondents, but part one should broadly contain the following information: •

Learn, Feel, Do: gather information, form an opinion, then act

•

Feel, Do, Learn: use an opinion, act on that opinion and then learn from the experience

•

Do, Feel and Learn: act, then make future decisions based on emotions and information from the previous experience

12. Answer: Answers will vary for part two of the question based on the knowledge and experience of the respondent, but part one should broadly contain the following information: •

As customers achieve current goals, they set new goals to achieve

13. Answer: Answers will vary for the third part of this question, but parts one and two should broadly contain the following information: •

Part one: The principal attitudes, behaviors, values, beliefs, and customs that typify the functioning of a society

•

Part two: Cultural learning can be assessed through (1) content analysis and (2) consumer fieldwork

14. Answer:

Answers will vary for the second part of this question, but part one should broadly contain the following information: •

Did the marketing program influence consumption?

•

Did the promotions influence consumption?

•

Was the relevant marketing information implemented effectively?

•

Was a secondary level of influence created as a result?

Chapter 5 Product and Service Design and Quality

1. Which of the following is NOT an intangible product? a. Services b. Experiences c. Memorabilia d. Atmosphere

2. What is the first step undertaken during the planning process to determine the appropriate method for managing the specific sport product or service? a. Define the competitive set b. Engage in a category attractiveness analysis c. Collect consumer-based research d. Forecast potential sales

3. When conducting a category attractiveness analysis, all of the following are factors that are considered EXCEPT: a. Aggregate marketing factors b. Segment factors c. Environmental factors d. Social responsibility factors

4. Research and development (R&D) in product design starts with a customer analysis.

Which of the following is also part of the R&D process? a. Establish product goal and objectives b. Consider cost, quality, and performance c. Maximize customer satisfaction d. All of the above

5. What is the main difference between sport product design and sport service design? a. Sport product design focuses mainly on intangible factors and experiences b. Sport service design focuses mainly on intangible factors and experiences c. Sport service design focuses mainly on tangible factors and qualities d. There is no difference between sport product design and sport service design

6. The first two stages of the sport product and service life cycle are: a. Development and Introduction b. Introduction and Growth c. Development and Growth d. Introduction and Maturity

7. Which of the following is NOT a part of the sport product and service life cycle? a. Growth

b. Peaking c. Maturity d. Saturation

8. The decline stage of the sport product and service life cycle is characterized by: a. The stage when gaining market share begins to slow b. The time at which the sport product or service has maximized profits and is seeking to maintain a stable place in the market c. The point when a sport product or service becomes obsolete d. The point at which the product or service becomes active and starts to capture market share

9. ___________ is defined as the expected level of excellence a product or service has, as demonstrated by having distinctive attributes or characteristics desired in comparison to similar products or services. a. Customization b. Quality c. Reliability d. Standardization

10. An evolution of Total Quality Management that focuses on reducing the variability in business processes and improving the quality of business operations in terms of product and service design and quality is: a. SERVQUAL b. TQM c. Six Sigma d. Five-Gap Model of Quality

11. Explain the sport marketing planning process as it relates to sport product and services management at an independent league baseball game.

12. What are the six stages of the sport product and service life cycle? Explain each stage in terms of bringing a new sport product or service of choice to market.

13. Define standardization, customization, and reliability. Then discuss how you would integrate each of the concepts to bring a product or service that has reached saturation and is in decline to reintroduce it to the marketplace.

14. Choose one model of quality assurance discussed in the chapter. How would you implement that model of quality assurance in conjunction with a process of quality function deployment to ensure a new sport product or service meets the needs and wants of targeted sport consumers?

Chapter 5 Product and Service Design and Quality

1. Answer: C Rationale: Intangible products are also referred to as intangible goods. Intangible products are also referred to as “services” or the “experience”. The atmosphere is a byproduct of the experience. Tangible products are referred to as “goods”, which includes memorabilia, food, etc.

2. Answer: A Rationale: The first step is defining the competitive set, which is the process of determining the direct competitors to a sport organization in the specific product or service area. Those organizations most closely defined as competitors are those who offer similar sport products and services or are generic competitors in the marketplace. Once the competitive set is defined, the company or organization engages in category attractiveness analysis, followed by collecting consumer-based research and forecasting potential sales.

3. Answer: D Rationale: The first category is aggregate marketing factors, which are the indicators of the appeal of the sport product or service in the specific segment or category. These factors include category size, market growth potential, the sales cycles and seasonality

present in the segment, and profitability potential. The second category is the segment factors, which are the underlying opportunities and threats that affect the segment or category. This includes the threat of current competitors and new entrants to the segment, the bargaining power of buyers and suppliers, and the saturation of sport products and services within the category or segment. The third category is environmental factors that are beyond the control of the sport organization. These include technological innovations, politics, economic changes, legislative mandates, and changes in societal views.

4. Answer: D Rationale: Research and development (R&D) is conducted to support the design process.

This starts with a customer analysis to transform needs and wants into new product requirements or existing product enhancements. It also serves to establish product goals and objectives in terms of cost, quality, performance, and most importantly customer satisfaction. Hence all of the response choices provided are true.

5. Answer: B Rationale: Many of the concepts noted above about sport product design can be applied to sport service design since many products and services are offered in conjunction with each other. However, as many of the activities offered in the sport industry involve intangible experiences, it is important to understand the different issues inherent to service design to ensure that we meet those experiential expectations of our customers and other stakeholders. As such, sport service design focuses on a multitude of intangible

factors including satisfaction, helpfulness, attitude, knowledge, guidance, professionalism, and atmosphere.

6. Answer: A Rationale: The stages, in order, of the sport product and service life cycle are internal development, introduction to market, growth, maturity, saturation, and decline.

7. Answer: B Rationale: The stages of the sport product and service life cycle are internal development, introduction to market, growth, maturity, saturation, and decline. Peaking is not one of the stages.

8. Answer: C Rationale: Choice “C” is the definition of the decline stage of the sport product and service life cycle. Choice “A” is the definition of saturation; choice “B” is the definition of maturity; and choice “D” is the definition of introduction to market.

9. Answer: B Rationale: Answer ‘B’ is correct because quality is defined as the expected level of excellence a product or service has, as demonstrated by having distinctive attributes or characteristics desired in comparison to similar products or services.

10. Answer: C Rationale: An evolution of TQM used to enhance the continuous improvement process of sport product and service design and quality is Six Sigma. The goal of Six Sigma is to reduce variability in business processes and hence improve the quality of business operations by identifying and eliminating mistakes.

11. Answer: The sport marketing planning process involves the development of the sport organization’s products and services marketing strategies, including the tactics and programs to be implemented during the lifespan of the plan.

The students should take a step-by-step approach to answering this question, covering the following topics systematically: ➢ Define the competitive set, which is the process of determining the direct competitors to a sport organization in the specific product or service area. ➢ Engages in a category attractiveness analysis, which involves developing a general understanding of the market segment category the organization operates in, and whether continued investment in that segment will yield an appropriate return.

Students should cover aggregate marketing, segment, and environmental factors as a part of the analysis. ➢ Determine market potential by estimating the maximum possible sales of a sport product or service. This will allow a sport organization to gain valuable knowledge

about the amount of sport product or service to make available. Students should explain what happens when estimates are too low or too high.

12. Answer: The explanation will vary based on the type of sport product or service the student chooses to bring to market. However, each of the six stages of the sport product and service life cycle should be covered. ➢ Development – The initial stage where an idea of a new product or service, or a new twist to an existing product or service is contemplated and moved on. ➢ Introduction – The point at which a sport organization puts their product or service into action and starts to capture market share. ➢ Growth - The point when the company with the best product, price and or service rises to the top, and maximizes sales and profit. ➢ Maturity – The time at which the sport product or service has maximized profits and is seeking to maintain a stable place in the market. ➢ Saturation - The stage when gaining market share begins to slow. ➢ Decline - The point when a sport product or service becomes obsolete.

13. Answer: Standardization is understanding the lack of variety in sport products, services, or processes within a given marketplace. Customization is having the ability to adapt and modify based on the wants, needs, and desires of the user. Reliability involves ensuring

the sport consumer believes that the sport organization has delivered on their promise of designing a sport product or service that will meet a need and performs its intended function.

Students need to demonstrate how they use each of the concepts to take a chosen sport product or service they have deemed to have reached saturation and/or is in decline in the marketplace and reintroduce it successfully to sport consumers.

14. Answer: Each student answer will be unique depending on their choice of sport product and service and their choice of model of quality assurance. Students must acknowledge that a process of quality function deployment (QFD) is a structured approach to integrate input from consumers into the product or service development and design processes. It is then important, regardless of the new sport product or service chosen, that the main considerations for each model be considered. ➢ SERVQUAL ➢ Tangibles: includes physical facility appearance, quality and diversity of equipment, attitudes and actions of employees, and promotional materials. ➢ Reliability: the requirement of providing the expected performance through the sport product or service accurately and consistently. ➢ Responsiveness: the desire to address sport consumer needs promptly and correctly.

➢ Assurance: the need for employees of the sport organization to be knowledgeable and courteous, thereby conveying trust and confidence to customers. ➢ Empathy: demonstrating care and providing individualized attention to customers.

➢ TQM ➢ PDCA (plan, do, check, act) cycle •

measure and analyze how tasks are being accomplished

•

eliminate procedures that are not working

•

allow for input from all employees within the sport organization based on their areas of expertise

•

eliminate stereotypical thinking and replace it with visionary thought processes

➢ Six Sigma ➢ Quality policies and procedures in place through an operations manual ➢ Using appropriate benchmarks, analytics, and metrics to evaluate and make positive changes ➢ Creating committees or groups of employees to oversee and evaluate the operations process

➢ Five-Gap Model of Quality

➢ Sport consumer expectations vs. the management perceptions within the sport organization ➢ The management perceptions within the sport organization vs. the specifications of service quality being offered ➢ The specifications of service quality being offered and the actual delivery of the services ➢ The actual delivery of the services vs. the external communications provided by the sport organization ➢ The service excellence expected by sport consumers vs. the service excellence perceived by sport consumers

Chapter 6 Pricing Structures and Strategies

1. Which best describes an internal stakeholder? a. A person that does all the hiring for the organization b. Individuals within the company such as managers, players, front office staff, etc. c. Individuals outside the organization that have an influence such as large donors, season ticket holders, sponsors, etc. d. Only individuals who pay to be a part of the organization

2. Which best describes an external stakeholder? a. Individuals outside the organization that have an influence such as large donors, season ticket holders, sponsors, etc. b. Individuals who pay to be part of the organization c. Players d. Individuals within the company such as managers, players, front office staff, etc.

3. Which of the below are examples of fan groups that would be good for sport organizations to sell group tickets to? a. Military groups

b. Youth Sport organizations c. Boy & Girl Scout troops d. All of the above

4. A flex plan usually is good for what type of client? a. A fan who wants to see the stadium or arena b. Families, businesses, and individuals looking to attend multiple games c. Planning a group outing d. Someone traveling for vacation and wants to see the team

5. What are the typical benefits of season tickets? a. The most cost-efficient way to attend all games b. Ability to sell/donate tickets to games you can’t attend c. Can be used to entertain clients or for personal use d. All the above

6. Pricing is based on: a. How many seats you have b. The market and consumers you are selling to c. How much money you need to make d. All of the above

7. In the modern-day who is typically buying and using premium seating at pro sporting events? a. Families b. Groups of friends c. Companies and sponsors d. Team members friends and family

8. Which of the following are types of ticket package discussed? a. Family Pack b. Mini/Flex Plan & Season tickets c. UFC Fight Pass, NBA all Access d. Donated tickets

9. Which of the following is most visible and flexible in sport? a. Demand b. Pricing c. Target market d. Promotions

10. One of the most important things for sport organizations to consider when creating the price is: a. The roster they have

b. Team schedule c. Foodservice and security they need to provide d. Stakeholders’ opinions

11. Describe layered pricing and at least one reason why sport organizations use it.

12. Name three types of sport ticket packages, and one advantage of each.

13. Provide an example of three internal stakeholders.

14. Provide a reason why a sport organization would host a special event.

Chapter 6 Pricing Structures and Strategies

1. Answer: B Rationale: Choice “B” is the definition of an internal stakeholder. The other three are incorrect because choice “A” describes one task of an internal stakeholder but does not best describe an internal stakeholder; choice “C” is the definition of an external stakeholder and choice “D” is incorrect because internal stakeholders do not pay to be a part of the organization.

2. Answer: A Rationale: Choice “A” is the definition of an external stakeholder. It is not “B” because you do not have to pay to be an external stakeholder. It is not “C” because players are not external stakeholders, and it is not choice “D” because that is the definition for an internal stakeholder.

3. Answer: D Rationale: It is choice “D” because Choice “A”, “B”, and “C” are all examples of groups to sell tickets to thus meaning “D” all of the above is the most rational answer.

4. Answer: B

Rationale: It is choice “B” because it is the only answer that best describes who the target market for mini-plans is. The other three are incorrect because they do not fit the criteria to be a flex plan.

5. Answer: D Rationale: It is choice “D” because choice “A”, “B”, and “C” are all examples of clients who fall under the realm of people you would sell flex plans to, thus meaning “D” all of the above is the most rational answer.

6. Answer: B Rationale: Answer “B” best describes what pricing is based on, which is the market you sell in and the consumers you are selling to. The other answers do not best describe what sport organizations price products and tickets off.

7. Answer: C Rationale: Choice “C” companies and sponsors are known to purchase and use the bulk of premium seating for professional sporting events. Choice “A” families, choice “B” groups of friends, and choice “D” team members friends and family although could be considered correct is not the most logical answer.

8. Answer: B Rationale: Choice “B” is the only choice that covers ticket packages discussed in this chapter. The other options are incorrect because they do not represent ticket packages.

9. Answer: B Rationale: Choice “D” is the most rational decision as sport organizations must consider stakeholders’ decisions before creating prices. Sport marketers cannot control the rosters or schedule and food service/security does not dictate price.

10. Answer: D Rationale: Objectives are the steps to be enacted to accomplish the goals. These objectives need to be SMART – specific, measurable, aggressive, realistic, and timebased.

11. Answer: Layered pricing is when sport organizations price the products similarly or the same at different pricing levels to help increase sales. Layered pricing is a strategy used by all types of sport organizations from minor leagues to professionals. Sport organizations use layered pricing to help increase sales and to attract customers from all different backgrounds and social classes.

12. Answer: •

Season tickets - allow you to gain access to every game of the season at the most cost-effective rate.

•

Flex Plans - Allow fans to attend multiple games and sit in multiple seats. A perk is you can experience different sections of the stadium and not be committed to a full season!

•

Single-game tickets - Allow fans to attend a single game without any further commitment needed.

13. Answer: •

Manager - An individual who helps run the organization and is crucial to the decision-making process.

•

Players - Individuals who are part of the organization and who could be considered the main product.

•

Ownership group - Individuals who are internal to the organization and play a large part in how the organization functions.

14. Answer: Special events help sell tickets, merchandise, and products. When special events are planned correctly sport organizations can see multiple benefits beyond immediate revenue. For example, it is very common for sport organizations to send sales representatives to youth sporting tournaments to help market and sell their sport products.

Marketing and selling at youth sports tournaments can help generate great exposure and create lifelong users.

Chapter 7 Positioning and Distribution of Products and Services

1. ___________ is the process of influencing the perceptions of potential and current customers about the image of the company and its products and services. a. Differentiation b. Distribution c. Positioning d. None of the above

2. ______________ is the concept of creating and demonstrating distinct and specialized characteristics of sport products and services as compared to those of its competitors. a. Differentiation b. Distribution c. Positioning d. None of the above

3. _____________ is the process that goes beyond the selling of sport products and services to include the delivery to the customer. a. Differentiation b. Distribution

c. Positioning d. None of the above

4. Which of the following is NOT part of managing distribution channels? a. Logistics b. Supply chains c. Sourcing of resources d. Marketing communications

5. _________ and __________ are influenced by market trends, corporate climate and competition for suppliers through the purchasing process. a. Price and Value b. Revenues and Expenses c. Assets and Liabilities d. Opportunities and Threats

6. Choosing suppliers that will deliver the goods and services you need to create your product is called: a. Logistics b. Offshoring c. Sourcing d. Value

7. Which is NOT a basic component of sport supply chain management? a. Sourcing b. Production c. Logistics d. Backorders

8. Factors that influence the effectiveness of products and processes such as speed order processing and improving order accuracy and fills rates are called: a. Balanced Scorecards b. Key performance indicators c. Supply chain metrics d. Third party logistics

9. Sport marketing professionals must implement the appropriate leadership style based on which of the following? a. The influence of power and politics and the need to manage conflicts b. The individual decision-making processes of sport consumers c. The communication channels available d. All of the above

10. The integration of sport marketing logistics and sustainable enterprises needs which of the following? a. Quality leadership and good relationship management b. Efficient problem-solving processes c. Effective communication through streamlined communication flows d. All of the above

11. Define the two major types of sourcing used to manage and obtain resources. Then defend which method would be your preferred method of sourcing.

12. Define supply chain management. Identify and explain the five components of an effective supply chain management system. Why is it important for a sport retailer to have an effective supply chain management system?

13. What are supply chain metrics? What are the main supply chain metrics utilized in logistics? What role do supply chain metrics play in making marketing decisions?

14. Research the planning and managing of services for the 2022 FIFA World Cup in Qatar. Identify the three major logistical groups that must be considered to effectively implement the supply chain process.

Chapter 7 Positioning and Distribution of Products and Services

1. Answer: C Rationale: The question is the definition of positioning.

2. Answer: A Rationale: The question is the definition of differentiation.

3. Answer: B Rationale: The question is the definition of distribution.

4. Answer: D Rationale: The management of distribution channels including logistics, supply chains, and the sourcing of resources. Marketing communications are part of distribution strategies.

5. Answer: A Rationale: Price and value are a part of the purchasing process. Sport organizations are focused on providing the best possible quality for the lowest available price. Price is what the consumer equates to the value of a good or service. Value is what the consumer is willing to pay for a product. Both price and value are influenced by market trends,

corporate climate and competition for suppliers. Revenues and expenses, and assets and liabilities are a part of the accounting process.

6. Answer: C Rationale: The question is the definition of sourcing. The other answers are incorrect because logistics is defined as the coordinating of the receipt of orders from customers, developing a network of warehouses, picking carriers to get products to customers and setting up an invoicing system to receive payments; offshoring is defined as the transference of manufacturing, customer service centers and other labor-intensive work to other nations; and value is defined as what the consumer is willing to pay for a product.

7. Answer: D Rationale: The five basic components of supply chain management are the plan, sourcing, production, logistics, and returns. Backorders are a performance metric.

8. Answer: B Rationale: The question is the definition of key performance indicators. The other answers are incorrect because balanced scorecards are where companies establish their most important financial goals as well as goals throughout the company and uses supply chain metrics to identify achievements; supply chain metrics are a set of measurements that helps the company to understand how well it is operating over a given period of time; and third party logistics are services added onto regular transportation activities,

including freight forwarding, which is the handling of freight from one form of transport to another.

9. Answer: D Rationale: All of the choices are correct because sport marketing professionals must implement the appropriate leadership style based on: •

The influence of power and politics

•

The need to manage conflicts

•

The individual decision-making processes of sport consumers

•

The communication channels available

10. Answer: D Rationale: All of the choices are correct because the integration of sport marketing logistics and sustainable enterprises need: •

Quality leadership

•

Efficient problem-solving processes

•

Effective communication

•

Streamlined information flows

•

Good relationship management

11. Answer: The two main types of sourcing are partnership sourcing and competitive sourcing.

Partnership sourcing involves the commitment between customers and suppliers that

creates a long-term relationship based on understood and agreeable objectives that work towards maximizing capability and competitiveness. Competitive sourcing involves suppliers studying the nature of the activity and then determining the best performance for the given activity without input from customers. This performance may include eliminating an activity, modifying a product or service for greater efficiency, or outsourcing to another department, division, or company. Improvement of performance drives this type of sourcing, with competition driving the process.

In considering a choice of which method is better, the following should be considered within the student response: ➢ Partnership sourcing is more preferred because it leads to a long-term partnership based on trust between buyer and supplier. Once a level of mutual trust is established, business partners will often give preferential treatment to their repeat customers in the form of price breaks. Partnership sourcing implies that both the buyer and the supplier have mutual reasons to be successful. ➢ Competitive sourcing is focused on individual sport organizations trying to take business away from competitors. Competitive sourcing in the short term is a more cost-effective way to do business, however, this type of competition does not lend itself to building lasting distribution partnerships.

12. Answer:

Supply chain management is the combination of art and science that goes into improving the way your company finds the raw components it needs to make a product or service and deliver it to customers.

The following are five basic components of SCM. ➢ Plan – This is the strategic portion of SCM. ➢ Sourcing – Choose the suppliers that will deliver the goods and services you need to create your product. ➢ Production – This is the manufacturing step. ➢ Logistics – Coordinate the receipt of orders from customers, develop a network of warehouses, pick carriers to get products to customers and set up an invoicing system to receive payments. ➢ Returns – The problem part of the supply chain.

Students will have various reasons for having an effective supply chain management system in sport retail, but they should include some of the following: ➢ Before the Internet, the aspirations of supply chain software devotees were limited to improving their ability to predict demand from customers and make their own supply chains run more smoothly. ➢ Now, companies can connect their supply chain with the supply chains of their suppliers and customers together in a single vast network that optimizes costs and opportunities for everyone involved.

➢ Most companies share at least some data with their supply chain partners. ➢ The payoff of timely and accurate supply chain information is the ability to make or ship only as much of a product as there is a market for (just-in-time manufacturing).

13. Answer: Supply chain metrics can help a company to understand how it is operating over a given period of time. The two major supply chain metrics used in logistics are: ➢ Inventory turns - the number of times that a company’s inventory cycles or turns over per year. It is the most commonly used supply chain metric. ➢ Backorders - an unfilled customer order in demand (immediate or past due) against an item whose current stock level is insufficient to satisfy demand.

Students should identify some of the following when explaining the value of supply chain metrics in making marketing decisions: ➢ Supply chain metrics cover many areas including procurement, production, distribution, warehousing, inventory, transportation, and customer service. ➢ Good performance in one part of the supply chain is not sufficient…supply chains are only as strong as their weakest link. ➢ Tracking the company’s metrics allows them to view performance over time and guides them to optimize a supply chain. ➢ Supply chain metrics allow management to identify problem areas, and to compare the company to other like companies through like industry benchmarking.

14. Answer: The planning and sourcing of services associated with the delivery of a FIFA World Cup involve three major logistics groups.

•

The first is comprised of the functional areas of the organizing committee in the nation(s) where the FIFA World Cup will take place. The main functional areas include the delivery of matches, the integration of information technology, and the overlays related to venues in terms of new construction and the alteration or renovation of existing facilities.

•

The second logistical group includes the external clients that are integral to the successful implementation of a FIFA World Cup. These parties are not part of the organizing committee and include both football-focused and non-football-focused clients. In terms of football-related clients, these include the national football federations of the teams competing in the event, as well as the global media covering it. Non-football-related clients include vendors and suppliers from around the world that provide products and services to a FIFA World Cup. For all, this includes implementing an efficient transportation infrastructure within the host nation(s) that includes streamlined customs clearance procedures and efficient freight forwarding of materials from the point of origin anywhere in the world to the host nation, then on to the appropriate World Cup venue, and reversing back to the origin after the event has concluded.

•

The final logistical group encompasses the venues hosting FIFA World Cup matches. A FIFA World Cup encompasses numerous venue logistics challenges resulting from the large flow of users (spectators, participants, and clients) to several venues across one or more nations over a relatively short time. Hence, this requires a substantial concentration of logistics implementations that may only be needed once and must work right the first time. These services range across numerous operational and service areas, including plant and field operations, maintenance and cleaning, waste and recycling, utilities, inventory management, safety and security, ticketing, parking, and transportation, merchandising, food service, customer service, and pre-/on/post-event management.

Chapter 8 Branding and Sport Brand Management

1. ‘A name, term, design, symbol, or feature that identifies one sport product or service as being different from another’ is the definition of: a. Brand b. Sport product c. Discriminate analysis d. Differentiation

2. Traditional brand management involves managing which aspects of the brand? a. Internal and external b. Tangible and intangible c. Quantitative and qualitative d. Environmental and cultural

3. ‘A tactic that focuses on influencing the perceptions of potential and current customers about the image of the company and its products and services’ is the definition of: a. Involvement b. Differentiation c. Positioning d. Socialization

4. The two main components of designing a sport brand are the most appropriate brand elements that will cultivate the brand identity and SMART strategies that create value. a. True b. False

5. ‘A concept that focuses on building long-term relationships with customers through repeated interactions’ is the definition of: a. Event implementation b. Experiential marketing c. Social branding d. Relationship marketing

6. Which of the following is NOT an example of a brand element? a. Slogan b. Mission statement c. Packaging d. Website addresses

7. The tools most often utilized within integrated marketing communications are: a. Advertising b. Public relations c. Incentives d. All of the above

8. ‘A measure of all the brand identity assets and liabilities as reported by sport consumers’ is the definition of: a. Key performance indicators b. Brand performance c. Brand equity d. Brand evaluation

9. Some of the most important drivers of brand loyalty are: a. Fan identification b. Nostalgia c. Escape d. All of the above

10. Much of the focus on recovery marketing is on sustainability. a. True b. False

11. As recovery continues through a crisis, sport marketers must determine what changes must be made in their marketing efforts. Material within the chapter discussed several options that organizations have at their disposal. Identify and describe 2-3 of those options. After doing so, which of those options makes the most sense for an organization recovering from a natural disaster?

12. Many sport organizations have turned their attention to building and maintaining sustainable sport brands. First, describe sustainable branding in your own words. Next, identify and describe 2-3 tactics that a sport organization could implement to improve their sustainability efforts.

13. Kaplan and Norton’s Balanced Scorecard is one of the most common models used to measure brand performance. First, what are the major elements of the Balanced Scorecard?

Next, which of those elements would be most important to a minor league baseball organization?

14. The chapter material discussed the notion of SMART strategies. First, describe the acronym.

Next, create an example of a branding strategy that is SMART.

Chapter 8 Branding and Sport Brand Management

1. Answer: A Rationale: Choice “A” is the term attributed to the definition in the question. The other three answer choices are incorrect because they are other sport marketing terms that exist in other elements of the discipline.

2. Answer: B Rationale: As discussed in the chapter, answer choice “B” represents the traditional aspects of brand management that must be managed by sport marketers. Answer choices “A,” “C,” and “D” are aspects for consideration from different content areas within sport marketing.

3. Answer: C Rationale: Answer choice “C” is the term that best represents the definition from the question. Answer choices “A,” “B,” and “D” are all sport marketing terms, but do not relate to the definition.

4. Answer: A Rationale: This statement regarding the two main components of designing the sport brand is true.

5. Answer: D

Rationale: Answer choice “D” represents the term that best describes the definition from the question. Answer choices “A,” “B,” and “C” are all sport marketing terms, but they do not apply to this question.

6. Answer: B Rationale: Based on the definition of brand elements, answer choices “A,” “C,” and “D” are all examples of brand elements, while answer choice “B” represents a core element of an organization’s strategic planning document.

7. Answer: D Rationale: As per the material on integrated marketing communications, answer choices “A”, “B” and “C” are all commonly used tools.

8. Answer: C Rationale: While answer choices “A,” “B,” and “D” are items of consideration within branding, answer choice “C” represents the definition from the question.

9. Answer: D Rationale: Based on the material related to brand loyalty, answer choices “A,” “B,” and “C” are all drivers.

10. Answer: B Rationale: Much of the focus of recovery marketing is on crisis management.

11. Answer: Answers will vary for part two of the question based on the knowledge and experience of the respondents, but part one should broadly contain the following information: •

Primary options for changes in marketing actions are - no changes, reduce (not eliminate) the demand for a product or service through de-marketing, and conducting a complete overhaul of marketing efforts.

12. Answer: Answers will vary for part two of the question based on the knowledge and experience of the respondent, but part one should broadly contain the following information: •

Sustainable branding involves developing and maintaining a sport brand identity that has specific benefits that add value in terms of either environmental or social benefits.

13. Answer: Answers will vary for the second part of this question, but part one should broadly contain the following information: •

The balanced scorecard translates strategic brand objectives into a cohesive set of performance measures across the dimensions of finance, customer activity, internal business processes, and learning and growth.

14. Answer:

Answers will vary for the second part of this question, but part one should broadly contain the following information: •

S-specific; M-measureable; A-attainable; R-realistic; T-time bound

Chapter 9 Sales and Customer Service

1. What is Sport Sales Management? a. The collection of skills related to the planning, organizing, directing, controlling, budgeting, leading, and evaluation of an organization or department whose primary product or service is related to sport and its related functions. b. Sport sales management is the process of directing and controlling those responsible for selling sport products and services (salesforce) and achieving the desired level of exchanges between the sport organization and sport consumers. c. The functions involved in the transfer of goods and services from the producer to the consumer. d. The relationship between a corporation and a sport organization as a tool to develop brand image and customer loyalty as a result of the association.

2. Which of the following BEST describes Eduselling? a. Using a combination of conducting a needs assessment, creating strong connections or relationships with each consumer, educating each consumer, and then following up with personalized after-marketing tactics. b. Using social media posts to sell tickets c. Marketing towards a specific consumer base d. Calling and emailing consumers with tickets and discounts to future events

3. Pick which answer BEST describes what customer service involves. a. Calling people on the phone to sell tickets b. Dealing with angry customers c. Putting together a recovery marketing plan to ensure bad things don’t happen d. The guidance and advice provided by a sport organization to a consumer regarding the purchase and use of its products and services

4. Which of the following BEST describes outsourcing? a. Having other people do your work b. Hiring a company to do a task you are not doing well internally, or just do not want to do c. Having employees from different departments help you accomplish a task d. All of the above

5. Which of the following are the benefits of outsourcing? a. Cut costs b. Have experts dealing with certain tasks c. Allows internal employees to focus more on their job tasks d. All of the above

6. Which is one of the most effective ways to promote products and services? a. Sending information via mail or email

b. Through one-on-one communication between a representative of the sport organization and the sport consumer c. Positioning the product the correct way in the market d. Instagram post

7. One of the main goals of the attendance frequency escalator tactic used by sport organizations is to: a. Get clients to gradually spend more money with the organization b. Gain more new customers c. Keep fans in the same seats for a long time d. Get more families to come out to games

8. Which of the following are useful resources for sport organizations? a. CRM b. SalesForce c. Social media d. All of the above

9. The goal of servicing after the sale, and in fact throughout the sales process, is centered on: a. Money made b. Educating consumers c. Customer service d. Getting referrals from them

10. Why is servicing after the sale sometimes more important than making new sales calls? a. Current customers are always more important b. New customers have less money c. Season ticket holders have more money d. It is easier to retain an existing client than it is to gain a new one

11. Provide an example of how CRM and Salesforce can benefit sport organizations and the employees who sell for them.

12. Explain the difference between a product and a service.

13. Provide two examples of why selling professional sport is different than selling amateur sport.

14. Describe what the 80/20 rule is in sales and why it is so helpful.

Chapter 9 Sales and Customer Service

1. Answer: B Rationale: Choice “B” best describes sport sales management. The other three are incorrect because choice “A” is the definition of sport management; choices “C” and “D” do not best describe what sport sales management is.

2. Answer: A Rationale: Choice “A” describes eduselling and what is done in the process of eduselling. Choice “B” is not correct because selling tickets via social media is not educating the consumers.

Choices “C” and “D” are not correct because neither of them is educating the consumer about the product or service.

3. Answer: D Rationale: Choice “D” is correct because it provides a clear definition of customer service.

Choices “A”, “B”, and “C” may have to do with customer service but do not describe what customer service is.

4. Answer: B Rationale: Answer “B” is the only answer that describes what outsourcing is. Choice “A” does not provide enough information to be correct. Choice “C” is not outsourcing, they work for the same organization, and choice “D” is incorrect because all the options are not correct.

5. Answer: D Rationale: It is choice “D” because outsourcing is known to cut costs (Choice A), have experts deal with tasks (Choice B), and allow internal employees to focus on tasks (Choice C). Thus, making all of the above the correct choice.

6. Answer: B Rationale: It is choice “B” because one-on-one communication is the most effective way to promote services and products. Although choices “A”, “C” and “D” can help promote, they are not the most effective ways.

7. Answer: A Rationale: Choice “A” is correct because the main goal of the attendance frequency escalator is to get clients to continue to come out and spend more money with the organization. It is not “B” because the frequency escalator does not focus on new customers. It is not choice “C” because sport organizations want fans to spend more money not stay in the same seats forever. It is not choice “D” because the focus is on retaining and growing all current customers not getting more families.

8. Answer: D Rationale: Choice “D” is the correct answer because “A, B, and C are all resources for sport organizations.

9. Answer: C

Rationale: Choice “C” is the best answer because customer service is a main part of the entire sales process and after the sale. It is not the other three choices because they do not align with servicing after the sale. The main focus is not just to make money it is to have repeat customers, servicing after the sale can lead to education but is not the main purpose, same with getting referrals.

10. Answer: D Rationale: The answer is D because in sales it takes less time, money, and resources to retain a customer and get them to spend more than it does to gain a new client. Current customers are not always more important. New customers may have more or less money, and season ticket holders may have more or less money.

11. Answer: CRM and SalesForce are software tools that allow sport organizations to keep track of their consumers. They can help set up meetings and phone calls. They can help sport organizations see if a fan has come out to a game before and if so, how many and where did they sit. Both CRM and SalesForce help sport organizations keep track and organize their current and potential consumers.

12. Answer: A product is something tangible like a cleat or a baseball bat where a service is something that is being provided. Like having security at a stadium is a service.

13. Answer: In professional sports, you typically have a lot bigger staffs and a lot more resources to work with.

14. Answer: In sales, you should be listening to the consumer 80% of the time and speaking 20% of the time.

When you are spending more time listening to the consumer you are learning more about them and helping figure out how to provide the best customer service and make the sale!

Chapter 10 Sport Marketing Partnerships: From Prospecting to Activation

1. ‘A cash and/or in-kind fee paid to a property (typically sports, arts, entertainment, or causes)

in return for access to the exploitable commercial potential associated with that property’ is the definition of: a. Sport sponsorship b. Sport promotions c. Stakeholder analysis d. Partnership activation

2. Peter Ueberroth, president of the 1984 United States Olympic Committee, created a sponsorship platform for the IOC that is now known as: a. USOC b. TOP c. RINGS d. Olympics NOW

3. From a sponsorship standpoint, sport governing body sponsorships tend to result in organizations receiving what kind of sponsor status? a. Prime sponsor b. Preferred sponsor c. Official sponsor

d. Social sponsor

4. Traditional sport team sponsorships tend to be most appropriate for local or regional teams that have a desire to be officially recognized by a sport organization. a. True b. False

5. The typical length of a sport facility sponsorship agreement is: a. 1-2 years b. 3-5 years c. 6-8 years d. 10 + years

6. Which relationship term below best describes an arrangement where parties agree to cooperate to advance their mutual interest over an extended period of time? a. Sole proprietorship b. Partnership c. Companionship d. Sponsorship

7. Which of the following is an example of how sport organizations demonstrate their interest in a potential partner? a. Working lunch dates

b. Hosting corporate employees at sport events c. Golf outings d. All of the above

8. Which of the following is NOT an element of an annual sponsorship performance report? a. Discussion of the tangible and intangible benefits received b. Providing of metrics related to the pre-established goals and objectives c. Discussion of the internal and external market threats d. Samples of promotional materials

9. Which of the following are examples of partnership activation methods? a. Game day hospitality b. Interactive product displays c. Special pre-event sneak peeks d. All of the above

10. Sponsoring corporations do not care about building trade relationships with other sponsoring organizations when engaging in sponsorship agreements with sport organizations. a. True b. False

11. Within this chapter, partnership prospecting was discussed in terms of person-to-person relationship building. First, identify and describe the four phases of relationship building

discussed in the material. Next, create an example of a potential partnership arrangement using the four phases of progression.

12. While creating and planning sponsorship strategies is important to partnership success, activating each of those partnerships is where goals are met. First, define activation in your own words. Next, describe three activation events that would be appropriate for a semiprofessional soccer organization.

13. When sponsors evaluate the effectiveness of their sponsorship contracts, they specifically look at measurable increases in areas such as exposure, awareness, media coverage, and sales. First, describe each of those areas in your own words. Next, identify and describe one example of a metric from each of those four areas.

14. From a sport organization’s standpoint, sponsorships and brand associations bring about more interest from the general public. A goal of sport sponsorship is to leverage an existing association into new customers. Using the context of a Major League Soccer organization, identify and describe three new potential customer groups that could come from an existing partnership with a national fitness center company.

Chapter 10 Sport Marketing Partnerships: From Prospecting to Activation

1. Answer: A Rationale: Choice “A” is the term attributed to the definition in the question. The other three answer choices are incorrect because they are other sport marketing terms that exist in other elements of the discipline.

2. Answer: B Rationale: As discussed in the chapter, answer choice “B” is the acronym for the official Olympic sponsorship program. Answer choices “A,” “C,” and “D” are acronyms for other organizations with the sport industry.

3. Answer: C Rationale: Answer choice “C” is the term that best represents the description from the material. Answer choices “A,” “B,” and “D” are all sport marketing terms, but do not relate to the definition.

4. Answer: A Rationale: This statement regarding traditional sport team sponsorships is true.

5. Answer: D

Rationale: Answer choice “D” represents the length of time that typical sport facility sponsorship agreements last. Answer choices “A,” “B,” and “C” are all lesser segments of time.

6. Answer: B Rationale: Based on the material, answer choice “B” best describes the arrangement between sponsorship agreement parties. Answer choices “A,” “C,” and “D” are all sport marketing terms describing other types of business arrangements.

7. Answer: D Rationale: As per the material on integrated marketing communications, answer choices “A,” and “B,” and “C” are all examples of how organizations demonstrate interest.

8. Answer: C Rationale: Answer choices “A,” “B,” and “D” are items of consideration within sponsorship.

Answer choice “C” is not an element of the annual sponsorship performance report.

9. Answer: D Rationale: Based on the material related to partnerships, answer choices “A,” “B,” and “C” are all examples of activation methods.

10. Answer: B

Rationale: Sponsoring corporations DO care about building relationships with other organizations.

11. Answer: Answers will vary for part two of the question based on the knowledge and experience of the respondents, but part one should broadly contain the following information: 1. initial meeting 2. building interest 3. becoming a couple 4. relationship commitment

12. Answer: Answers will vary for part two of the question based on the knowledge and experience of the respondent, but part one should broadly contain the following information: •

Activation is defined as creatively and memorably connecting the brand to the overall fan experience.

13. Answer: Answers will vary for the second part of this question, but part one should broadly contain the following information: •

Exposure: initial contact with a brand or sponsorship

•

Awareness: ability to recall organization or sponsorship agreement

•

Media coverage: amount and types of messaging across various media channels

•

Sales: money earned through the exchange of goods and services

14. Answer: Answers will vary for this question based on the knowledge and experience of the respondent.

Chapter 11 Non-Digital Communications and the Sport Promotional Mix

1. What is ‘communication management’ in Sport? a. Communication management is the collection of skills related to the planning, organizing, directing, controlling, budgeting, leading, and evaluating of an organization or department whose primary product or service is related to sport and its related functions. b. Communication management involves the planning, implementing, supervising, evaluation, and modification of the various methods of messages both internal and external to a sport organization. c. Communication management is a function involved in the transfer of goods and services from the producer to the consumer. d. Communication management is the relationship between a corporation and a sport organization as a tool to develop brand image and customer loyalty as a result of the association.

2. Advertising is the process of: a. Using billboards to attract fans that drive-by b. Attracting public attention to a sport product or sport business through paid announcements in the print, broadcast, or electronic media. c. Creating pictures to attract fans d. Using promotions to gain revenue

3. Public relations focus on the use of: a. Money donated to help people in need b. Unpaid, non-personal promotion of a sport product or service through a third party that publishes print media or presents information through radio, television, or the Internet c. Putting together a marketing plan to ensure bad things do not happen d. Players to improve the community

4. The best media relations pieces include: a. Quotes or research from credible or well-respected sources b. The KISS Principle – state information in a simple and clear format that will be interesting to the reader c. Different, expanded, or new information about the organization or a product/service d. All of the above

5. The licensing process involves: a. Getting the rights to put names on jerseys b. Protecting intellectual property such as a logo or mark c. Making your logo official d. All of the above

6. The licensing process allows sport organizations to establish:

a. A presence in a specified marketplace while also creating a new source of revenue b. Which companies will make the best sponsors c. A consumer base d. A target market

7. The benefits of a third-party royalty management firm are: a. An assessment of risks to the license portfolio b. Forensic-based royalty examinations c. Acting as an expert witness d. All of the above

8. The goal of personal contact by sport marketers and sellers is to: a. Be able to make more money b. Get a sale c. Provide additional information about products and services in a manner that is not sales-based or visibly targeted d. All of the above

9. Managing atmospherics starts with gaining an understanding of: a. Your potential future clients b. Your target market c. Your sales staff d. Your internal stakeholders

10. Which answer below best describes atmospherics? a. Atmospherics is what describes your target market b. Atmospherics is the unintentional control and structure based on environmental cues c. Atmospherics is the intentional control and structure based on environmental cues d. Atmospherics is how cool the game is in the stadium

11. Explain what support media is and provide three examples of support media.

12. Why do sport organizations use sales promotion? Provide two examples of a sales promotion.

13. Provide two examples of advertising print forms.

14. What are some arguments against advertising?

Chapter 11 Non-Digital Communications and the Sport Promotional Mix

1. Answer: B Rationale: Choice “B” best describes sport communication management as it is defined. The other three are incorrect because choice “A” is the definition of sport management; choices “C” and “D” do not best describe what sport sales management is.

2. Answer: B Rationale: Choice “B” describes the best process for advertising and what is done in the process.

Choice “A” is not correct because the use of billboards is only a form of advertising. The same goes for choices “C” and “D”.

3. Answer: B Rationale: Choice “B” is correct because it provides a clear explanation of what public relations focus on. Choices “A”, “C”, and “D” do not mention options that public relations focus on.

4. Answer: D Rationale: Answer “D” because all of the options should be included in a media relations piece.

5. Answer: B Rationale: It is choice “B” because it is the only option that describes the licensing process. The other options do not go along with the process of licensing.

6. Answer: A Rationale: It is choice “A” because it is a clear description of what the licensing process does for sport organizations. The other three options are not established based on licensing.

7. Answer: D Rationale: Choice “D” because all options are benefits of a third-party royalty management firm.

8. Answer: C Rationale: Choice “C” is the correct answer because when using personal contact, the goal is to provide additional information about products and services in a manner that is not sales-based or visibly targeted. It is not always about selling or making money which is why options “A”, “B”, and “D” are not correct.

9. Answer: B Rationale: Choice “B” is the best answer because you must know your target market before managing all atmospherics. Options “C” and “D” don’t go along with atmospherics and option “A” does not make as much sense as option “B” because your target market helps provide who may be future clients.

10. Answer: C

Rationale: The answer is “C” because it best describes what atmospherics is. Option “A”, although goes along with atmospherics does not best describe what it does. Options “B”, and “D” do not go along with describing what atmospherics is.

11. Answer: Support media is the use of non-traditional media efforts to connect with members of the target audience who have not been reached through traditional media (print, radio, television). The goal is to reinforce and support the original advertising messages. Examples of support media include aerial advertising (blimps, sky banners, skywriting), mobile billboards (trailers, trucks, vans), transit advertising (buses, subways, taxi cabs, trains), in-store media (kiosks, signs, video screens), and promotional products.

12. Answer: Sales promotions usually are directly connected to a store (whether retail or online), direct marketing seeks to deliver promotional materials such as brochures, catalogs, leaflets, or print ads straight to the current or potential consumer. Some of the most common methods are direct mail, door-to-door selling, and telemarketing.

13. Answer: Advertising productions can take many print forms such as newspapers, magazines, billboards, and direct and indirect mail.

14. Answer:

Many of the criticisms focus on the style of advertising, saying it is deceptive or manipulative. In addition, others have mentioned the effect of advertising on our value system, commercial clutter, stereotypes, and offensiveness.

Chapter 12 Digital Marketing Communications and Technologies

1. Digital media has been known by many terms including: a. New media b. Multimedia c. Digital literacy d. All of the above

2. Which of the following best describes virtual reality (VR)? a. Facetime Calls b. The use of cell phones to watch games on the go c. Creating a world where players can be the athletes on the field d. The use of computer-generated simulations of a three-dimensional image or environment that provides the consumer with the ability to interact

3. The advantages that social media platforms have brought to users include: a. Simplicity, accessibility, contact availability, and transparency b. Accessibility c. Transparency d. All of the above

4. Which of the following best describes mobile media?

a. Calling people on the phone to sell tickets b. The use of mobile technology such as smartphones and tablets to engage in consuming digital media c. Putting together a recovery marketing plan using social media to ensure bad things don’t happen d. Posting pictures of players on Instagram

5. What are over-the-top (OTT) subscriptions? a. OTTs are platforms that help organizations save money on ticket sales b. OTTs are what track fans purchases c. OTTs are digital media platforms transmitted over the Internet as standalone products such as Netflix, Hulu, Kayo, and Amazon d. All of the above

6. This kind of brand-to-customer interactivity was once an expensive endeavor, but there are now many programs and cellular applications that provide free recording, storage, and editing services. What is it? a. Having an outbound sales team b. Podcasting c. Posting live highlights during the game d. Getting the rights to play certain music at your events

7. False engagement is:

a. Calling clients with playoff tickets before you’re in the playoffs b. The result of organizations resorting to buying followers and bots (computer programs that simulate human activity) to boost their social media presence c. Using celebrities to pretend like they are fans of the team to gain popularity d. All of the above

8. What is digital selling? a. Digital selling is a way for sport organizations to discover, engage and sell to consumers digitally or online b. Calling people on the phone c. Trying to sell tickets to future games to fans in the arena d. Showing promotions on the video board during a game

9. Which of the following is NOT an example of digital promotions? a. Social media posts b. Website ads c. Digital signage d. Phone calls to cell phones

10. Which best describes Artificial intelligence (AI)? a. Robots helping refs make calls b. Artificial intelligence (AI) is the ability of a computer, or a robot controlled by a computer, to complete tasks usually performed by humans. AI incorporates functions

such as data mining, machine learning, and problem-solving to create outcomes similar to those created by humans. c. Kiosks at stadiums d. Auto-generated phone calls

11. Please describe what influencer marketing is.

12. The future of digital media and access through mobile technology is centered on three main areas, what are they?

13. The sport marketing professional has four major outcomes related to the relationship between business operations and social media use, what are they?

14. Describe three ways that social media can aid sport marketers.

Chapter 12 Digital Marketing Communications and Technologies

1. Answer: D Rationale: Choice “D” because all of the listed choices have been terms used before for digital media.

2. Answer: D Rationale: Choice “D” best describes virtual reality. Although the other options are types of virtual reality, they do not describe what VR is.

3. Answer: D Rationale: “Choice “D” because all of the listed choices are advantages of social media platforms.

4. Answer: B Rationale: Choice “B” best describes mobile media. Although the other options are types of virtual reality, they do not describe what mobile media is.

5. Answer: C Rationale: It is choice “C” because it is the only option that describes what OTTs are. The other options do not describe OTTs.

6. Answer: B Rationale: It is choice “B” because it is the only option that makes logical sense with the question as podcasting has now become more cost-efficient due to advances in free services.

Having an outbound sales team still costs payroll and commission, posting to social media has always been free, and getting rights to music does not fit with the question.

7. Answer: B Rationale: Choice “B” because out of all the options it best and most clearly explains what false engagement is, the other options are examples.

8. Answer: A Rationale: Choice “A” because out of all the options it best and most clearly explains what digital selling is and the other options are only examples, some of which are not digital selling.

9. Answer: D Rationale: Choice “D” because it is the only option that is NOT an example of digital promotions.

10. Answer: B Rationale: Choice “B” because out of all the options it best and most clearly explains what Artificial intelligence (AI) is and the other options are only examples.

11. Answer:

Influencer marketing is a type of partnership between a brand and people with influence. In the current marketing landscape, sport organizations have made strong use of celebrities (i.e., current and former personalities, long-tenured supporters like Bob Uecker, etc.) to draw eyes and support to their brands.

12. Answer: The availability of content, the volume of content, and the ability to personalize.

13. Answer: •

First is the need to capitalize on the available opportunities provided by social media, as it will be imperative for sport managers to develop identified objectives concerning the use of social media platforms.

•

Second, because the salient features of social media platforms are distinctly different, they do not all offer the same services and do not have the same focus. This means sport marketing professionals must find the best way to make them all work together while at the same time maintaining the uniqueness and individuality of each platform.

•

Third, sport marketing professionals need to come to a meaningful realization of the benefits of social media as a marketing communication tool, and the sport organization, in turn, needs to provide the full backing of appropriate resources such as human, financial, time, etc.

•

Finally, to effectively realize the benefits of social media as a marketing communication tool, sport marketing professionals need to ensure that the platforms are well integrated into the overall marketing and communications strategy of the sport organization.

14. Answer: This can be answered in multiple ways, some answers would include: •

Being able to post live stats while they happen

•

Being able to interact with fans in real-time

•

Being able to get fan feedback easier and quicker

Chapter 13 Generating Impacts from Destination Sport Marketing

1. _________________ is used to improve the market position of a municipality in order to appeal to important stakeholders, including inward investors, companies, and tourists, as well as local residents. a. Destination marketing b. Destination brand c. Sport destination marketing d. Destination image

2. Which of the following events receive major state and governmental funding? a. Minor or Grassroots Event b. Major Event c. Hallmark Event d. Mega Event

3. Which event draws international interest, is a onetime event, and moves from destination city to destination city and is usually funded by the private sector? a. Minor or Grassroots Event b. Major Event c. Hallmark Event

d. Mega Event

4. When developing a destination marketing strategy, which of the following questions should be asked prior to the event? a. What are the perceptions or image of a destination? b. What kind of access or infrastructure does a destination have? c. What assortment of offering does the destination have beyond the core sport activity? d. All of the above

5. From a sport marketing perspective, impacts in sport business management are often focused on which two areas? a. Event management b. Tourism c. Both a and b d. None of the above

6. What kind of analysis should be used as the foundation to identify what impact(s) are possible? a. Strategic analysis b. SWOT analysis c. Longitudinal analysis

d. None of the above

7. Which three parts make up the “Triple Bottom Line”? a. Economic Impacts, Social Legacy, Environmental Impacts b. Economic Impacts, Social Impacts, Environmental Impacts c. Economic Legacy, Social Legacy, Environmental Impacts d. Economic Impacts, Social Legacy, Environmental Legacy

8. An economic impact analysis considers all of the following impacts EXCEPT for: a. Direct impacts b. Indirect impacts c. Induced impacts d. Local resident impacts

9. The examination of the effects sport has on the objective and subjective quality of life for people and organizations in the community is measured via a/an: a. Economic impact analysis b. Social return on investment c. Environmental impact assessment d. None of the above

10. Which of the following are evaluated to assess the environmental footprint of sport events? a. Ecological footprint b. Environmental input-output c. Environmental impact analysis d. All of the above

11. What are three major differences between destination marketing and sport destination marketing?

12. The process of destination branding focuses on five main areas. Please describe each of the five main areas.

13. What are Impacts?

14. Considering each of the elements of the triple bottom line of impact assessment, explain the main tasks a sport marketer must undertake to evaluate each of these areas for a chosen event.

Chapter 13 Generating Impacts through Destination Sport Marketing

1. Answer: A Rationale: Destination marketing is defined as promoting a town, city, region, or country in order to increase the number of visitors. It is also used to improve the market position of a municipality in order to appeal to important stakeholders, including inward investors, companies, and tourists, as well as local residents. Marketing of a destination includes but is not limited to natural landmarks, cultural events, or historical significates.

2. Answer: D Rationale: Mega events tend to have significant funding and support from the host country or state. Hallmark events tend to have more state or regional funding and support.

Major events tend to have more region or city funding and support. Minor events tend to have city or community funding and support.

3. Answer: B Rationale: A major event is a one-time event that moves from destination city to destination city. It usually is funded by the private sector and also has the ability to draw international attention and tourists. Examples of these could be the NBA, MLB All-Star Games which move destination city each year.

4. Answer: D Rationale: When developing a destination marketing strategy, some of the questions we must ask ourselves are: •

What are the perceptions or image of a destination?

•

What kind of access or infrastructure does a destination have (roads, trains, airports)?

•

What assortment of offering does the destination have beyond the core sport activity (recreational activities, attractions, cultural events, museums, accommodations, hotels, bed and breakfasts)?

In answering these questions, sport marketers need to question whether there is enough infrastructure and offerings to attract participants, their families, and other visitors to the destination.

5. Answer: A Rationale: From a sport marketing perspective, impacts in sport business management often are the focus in the areas of event management and tourism. With sport-related events being among the most important attractions for visitor spending via transportation, accommodations, and hospitality, the importance of sport marketing to promote cities, communities, and nations is a vital practice.

6. Answer: B

Rationale: From a sport marketing perspective, the initial goal of this leadership group should be to conduct a SWOT analysis. This will be the foundation for determining what impact(s) are possible. Formalizing the roles and responsibilities of the various stakeholders can assist in the coordination of gathering and dispersing information for future decisions.

7. Answer: B Rationale: Sport marketing efforts will help drive what is known as the ‘triple bottom line’ of impacts - economic impact, social impact, and environmental impact.

•

Economic impact focuses on the effect a sporting event, sport policy change, or sport market trend will have on a variety of factors ranging from local consumer spending and unemployment to visitor spending and business growth.

•

Social impact is a behavioral concept focused on how a sport marketing effort positively or negatively influences the attitudes, motivations, perceptions, and interests of residents, organizations, social movements and political systems directly related to the objective and subjective quality of life for people and organizations in a community.

•

Environmental impact focuses on how the sport marketing directly affects the ecological footprint in terms of visitor’s consumption patterns related to numerous areas including transportation, food/drink consumption, waste generation, and the efficiency of associated facilities – especially as related to the interaction with the

natural environment in terms of sustainability and other environmental practices such as recycling, renewal, regeneration, and transformation.

8. Answer: D Rationale: Economic impact is assessed in terms of three components – direct, indirect, and induced impacts. It is important in this analysis to make sure locals are not included, as their spending would normally happen regardless of external impacts.

9. Answer: B Rationale: The social return on investment (SROI) of sport events focuses on the advancement of social development, with the changes of the quality of life of residents of a destination based on the impact being most important. Examples of positive impacts may include infrastructure development, socio-cultural exchange, and visibility/image enhancement, whereas negative impacts may include increased traffic, security/safety concerns, and possible social conflict. Social impact assessment is used to evaluate behavior, attitudes, interests, health or economic well-being of residents, organizations, social movements, and political systems. Social impact assessment examines the effects that impact has on the objective and subjective quality of life for people and organizations in the community. Although social impact assessment has not had a political impact similar to that of economic impact analyses, the emergence and acceptance of SROI as a value-added tool to evaluate the impact on stakeholders has

heightened the appeal of social impact assessment to governments and community groups.

10. Answer: D Rationale: Environmental impact looks specifically at the environmental footprint of sport events. In this area, there are three main functions evaluated.

•

First is the ecological footprint in terms of the effect on the global ecology by visitor consumption patterns of transportation, food, and beverage, waste generation, and efficiency of facility and event operations.

•

Second is an environmental input-output analysis that evaluates the relationship of transactions across the economy to determine the impact of visitors on the natural environment.

•

Third is an environmental impacts analysis (EIA) that evaluates the environmental management, sustainability, and greening practices that combat environmental threats through recycling, renewal, and transformation.

11. Answer: Destination marketing is defined as promoting a town, city, region, or country in order to increase the number of visitors. It is also used to improve the market position of a municipality in order to appeal to important stakeholders, including inward investors, companies, and tourists, as well as local residents. Whereas destination marketing focuses

on promoting the geographical locations and the businesses within, sport destination marketing focuses on the event first and then what the business and geographical locations have to offer.

12. Answer: •

First is accessibility in terms of affordability and the range of products and services available.

•

Second is attraction in terms of the composition of the activities related to the architecture, history, and geography of the destination.

•

Third is the atmosphere created in the destination in terms of such areas as safety and security, climate, and culture.

•

Fourth is the friendliness in the destination of businesses and community members alike in offering quality hospitality and being receptive to visitors.

•

Finally, there is the element of relaxation and enjoyment that is available beyond the core activities the visitor is coming to the destination for.

13. Answer: Impacts are short-terms impulses, such as the consumption of a sport product or service, which creates an ongoing benefit to the users. This could range from the impact of purchasing a retail product such as a set of golf clubs or securing the services of a golf professional for lessons to improve the golf game of an individual to the impact of hosting the Olympics on a city, community, or nation.

14. Answer: A sport marketing professional must understand how to evaluate the economic, social, and environmental impacts of a sport event. In conducting an economic impact analysis, the focus is on the scale of the events in terms of direct economic contributions to a destination via direct impacts (the change in economic activity during the first round of spending by visitors that is new to the economy), indirect impacts (the economic activity generated by other businesses because of the initial impact), and induced impacts (the expenditures by employees and businesses from earnings related to the initial impact) in terms of business revenue, business profits, personal wages, and/or jobs related to the specific impact. Social impact (or the social return on investment) needs to focus on the advancement of social development in terms of the effects that impact has on the objective and subjective quality of life for people and organizations in the community across behaviors, attitudes, interests, health or economic well-being of residents, organizations, social movements, and political systems. Environmental impact assessment includes the concepts of sustainability and the evaluation of the environmental footprint the sport event left behind in terms of the ecological footprint from visitor consumption, the relationship of transactions across the economy to determine the impact of visitors on the natural environment (environmental input-output analysis), and in terms of environmental management, sustainability, and greening practices to combat environmental threats.

Chapter 14 Emotional Intelligence in Sport Marketing

1. Per its definition, emotional intelligence is a form of what? a. Social intelligence b. Financial intelligence c. Content intelligence d. Experiential intelligence

2. Self-awareness can be challenging for those new to emotional intelligence because: a. Emotions are linear b. Emotions precede thoughts c. Emotions come in clusters d. Emotions only affect some people

3. Which of the following is not a self-awareness strategy discussed in the chapter? a. Check-in b. Journal your daily emotions c. Visit (and revisit) your core values d. Address difficult conversations when they occur

4. Delaying initial impulses is a common use of self-management techniques. a. True

b. False

5. Which of the following is NOT a characteristic of true empathy? a. Vulnerability b. Sympathy c. A willingness to be emotional with others d. A knowledge of how to proceed with current information

6. Each person in an organization brings which of the following to a new relationship? a. Communication style b. Conflict management style c. Negotiation style d. All of the above

7. Research continues to support: a. Neither IQ nor EQ can be altered beyond baseline score b. EQ is static, while IQ is dynamic c. IQ is static, while EQ is dynamic d. Both IQ and EQ have limitless potential for growth

8. Which of the following is NOT a characteristic of emotional stability? a. Stress tolerance b. Self-efficacy

c. Consequential thinking d. Tolerance for ambiguity

9. Which of the following is NOT a benefit of practicing EQ in the workplace? a. Decreased levels of motivation b. Quicker buy-in to organizational mission and vision c. Clear and assertive communication d. Better leadership capabilities

10. All of the following are steps necessary to integrating EQ in the workplace, EXCEPT: a. Self-management b. Training c. Continuing education d. Evaluation

11. As organizations look to implement programming for EQ continuing education, it is important to create and reinforce a shared vocabulary. Why is a shared vocabulary such a vital element of an EQ business culture and what are two words or phrases you would put into your shared vocabulary?

12. We discussed four self-management strategies within the chapter. First, identify and describe the four strategies discussed in the chapter. Next, which of those strategies would be most vital to a young marketing manager and why?

13. Many EQ evaluations are available on the internet, and most are free. While that can provide flexibility for organizations, what are some drawbacks to these resources as discussed in the chapter?

14. Using the four components of emotional intelligence, create a sport marketing scenario that walks us through the EQ process using examples within each component of EQ.

Chapter 14 Emotional Intelligence in Sport Marketing

1. Answer: A Rationale: Choice “A” is the term that comes directly from the definition of emotional intelligence. The other three are incorrect because choices “B”, “C” and “D” are terms describing other types of intelligence from other sport management sub-disciplines.

2. Answer: C Rationale: The current psychology research continues to support that emotions present themselves in clusters. Answer choice “A” is incorrect because thoughts are linear and need to be processed one at a time. Answer choice “B” is incorrect as there is research that supports the notion that thoughts can precede emotions. Answer choice “D” is incorrect because all humans are affected by emotions.

3. Answer: D Rationale: Answer choices “A,” “B,” and “C” are all self-awareness strategies discussed in the chapter. Answer choice “D” is one of the strategies discussed in the self-management material.

4. Answer: A Rationale: This statement comes directly from the self-management content.

5. Answer: B

Rationale: Answer choices “A,” “C,” and “D” are all elements of empathy, while answer choice “B” is a term that is the opposite of empathy.

6. Answer: D Rationale: All three answer choices are characteristics that impact an individual’s use of relationship management.

7. Answer: C Rationale: As described in the chapter, research does support the idea that IQ is a relatively static number, while EQ can be learned, practiced and improved upon through intentional practice.

8. Answer: B Rationale: As discussed in the content related to important EQ traits, answer choices “A,” “C,” and “D” are all elements of emotional stability, while answer choice “B” is its own EQ trait with its own characteristics.

9. Answer: A Rationale: Answer choices “B,” “C,” and “D” are all benefits of practicing EQ in the workplace.

Answer choice “A” is an incorrect statement, as the fourth benefit discussed in the content states that practicing EQ in the workplace leads to increased levels of motivation.

10. Answer: A

Rationale: Answer choices “B,” “C,” and “D” represent three of the four steps necessary to integrating EQ into the workplace. Answer choice “A” is one of the four components of emotional intelligence.

11. Answer: Answers will vary for part two of the question but should include creating and reinforcing a shared EQ vocabulary that not only empowers the individual to voice their thoughts and opinions, but also gives members of the organization a shared space for conversation, debate and issue management.

12. Answer: Answers will vary for part two of the question, but should include the four self-management strategies discussed in the chapter, which are: •

Acknowledge the feelings of others: situations affect people differently; each reaction is just as valid as the next.

•

Tackle tough conversations in real time: the longer you allow negative situations to fester, the more potential damage they will do when you reach a solution.

•

When you care, show it: always take the time, despite environmental circumstances, to demonstrate care when the situation calls for it.

•

Avoid giving mixed signals: work to avoid incomplete feedback, even when time demands are tight.

13. Answer:

Answers will vary, but should include the following: •

Free resources often lack the accuracy of more developed inventories.

•

Free resources provide a great baseline score but tend to be lacking on next steps.

14. Answer: Answers will vary for part two of the question, but should include the four components of EQ: •

Self-awareness

•

Self-management

•

Social awareness

•

Relationship management

Appropriate responses should discuss the path from working to understand your own thoughts, feelings, and emotions to using those thoughts, feelings, and emotions to create, nurture and manage relationships.