Exam 2 Flashcards
Which step is related to the sponsorship activation?
Step 8
Which one of following correctly lists sponsorship activation activities?
leveraging
___________ refers to property-managed activation plan that honors contractually obligated components of sponsorship agreement
fulfillment
Which form of sponsorship leveraging needs the following tips?
Choose family friendly activities
Include educational programming
Offer one-of-a-kind experience
sponsorship hospitality
is defined as the act of using collateral marketing communications to exploit the commercial potential of the association between a sponsor and sponsee
leveraging
List the most common sport sponsorship leveraging tactics (6)
– Hospitality or on-site hosting – One-on-one marketing – Thematic advertising – Branded content – Retail promotion – Awareness promotion
Which form of sponsorship leveraging is related to the following explanation?
“Sponsorship allows the sponsoring party to capture a sport property’s source attractiveness with its fan base as a means of generating familiarity in the marketplace.”
awareness promotion
Incentivization options (4)
Establishing a leveraging escrow account
Offering leveraging credits
Providing leveraging consultative service
Packaging internal leveraging entitlements
___________ should include the following components:
Intro or executive summary
Participant info.
On-site & off-site exposures
Advertising and editorial media exposure
fulfillment reports
Sponsorship research process (4)
Set objectives and baselines
Create measurement plan
Implement measurement plan
Calculate return on sponsorship
Management problems resulting in sponsorship failure (7)
- Lack of activation: Activation is a key in the success of sponsorship
- Overlooking due diligence: Lack of familiarity with rights results in conflict
- Emphasizing short-term relationship
- Insufficient staffing: Limited staff leads to limited execution
- Product category competition: Exclusivity remains a hot button for many sponsors
- Lack of internal support
- Failure to communicate the real value of the sponsorship: The sponsor must be seen as bringing something to the event
Discounting is an effective pricing strategy. However, it tends to dilute the quality of the image and brand. Thus, it is recommended to use promotions when facing an (i) on a( ii) only.
i. elastic demand market
ii. contingency bases
Five primary motives for sport consumption in chapter 3?
achievement craft affiliation or community health or fitness benefits fun and festival
BIRGing and CORFing
BIRGing - we won the game
CORFing - they lost the game
Which step of the 7-step incentive plan is related to the following statements?
“Is the incentive for the individual consumer or a group? Typically incentives are offered to people for their direct benefit. It is highly recommended that value-added incentives be made available to as many members of the consumer group as possible.”
Step 2: determine the inclusiveness
Which step of the 7-step incentive plan is related to the following statements?
“just noticeable difference”
Step 6: determine the amount
Four elements to build a winning sales culture
action
attitude
atmosphere
contests and prizes
Four distinctive types of sales employees that make up most sport organizations and in particular the ticket sales departments
competitor
it’s all about me
achiever team builder
empathetic seller
Cron (1984) has identified four distinct career stages for sales professionals. Which stage is related to the following statement?
At this stage people begin to reflect on their accomplishments, reassess career choices, and plan the next stage of their careers.
Stage 3: Maintenance
____(i)_______ should be written by the sales manager with assistance from the human resources department. In addition, ______(ii)______ should contain required industry experience and educational background.
i. job description
ii. job description
____________ is defined as the physical, emotional, and developmental environment where the act of selling takes place
sales culture
Four components of a sale? (4)
salable product
attitude
leads
equity
______(i)______ come(s) from the ability of the sales person to identify prospects who can become customers. Productive _____(ii)_____ have(has) usually been segmented based on demographic characteristics or special interests, affinities, or attributes.
i. leads
ii. leads
Five areas of the pentagon of sport sales training
performance practice product prospect philosophy
Today’s customers have limited loyalty. For instance, ________ is a creature more in motion than at rest, flitting from store to store and from service to service.
butterfly customers
One of the simpler ways to understand how to reach a goal is to view the communication process as a _____(i)______ with a series of filters at the various stages. In other words, _____(ii)______ is a visual representation of the steps required to sell your products.
i. funnel
ii. sales funnel
_____________ offers the following advantages:
It is targeted, personal, measurable, testable, and flexible.
direct mail
Club Seats (4)
Premium seating locations with special services or amenities
in-seat service of food and beverage, special lounge areas, VIP parking & private entrance
alternative for smaller businesses that cannot afford luxury seats
all-inclusive tickets
Group sales (5)
the opportunity for a group of 20+ people or more to attend a game or event
significantly affect the profitability
picnic or tailgating areas are created to better accommodate the group experience
identifying the group leaders is the key element in group sales
incentives are usually effective recruitment devices
common form of fund-raising
_______(i)________ has become a fixture in stadium and arena financing and governmental funding agreements. The NFL’s Carolina Panthers generated $90 million toward their stadium costs of $248 million through ______(ii)______.
i. permanent seat license (PSL)
ii. ?????
