Exam 2

Question 1

Which step is related to the sponsorship activation?

Answer 1

Step 8

Question 2

Which one of following correctly lists sponsorship activation activities?

Answer 2

leveraging

Question 3

___________ refers to property-managed activation plan that honors contractually obligated components of sponsorship agreement

Answer 3

fulfillment

Question 4

Which form of sponsorship leveraging needs the following tips?

Choose family friendly activities
Include educational programming
Offer one-of-a-kind experience

Answer 4

sponsorship hospitality

Question 5

is defined as the act of using collateral marketing communications to exploit the commercial potential of the association between a sponsor and sponsee

Answer 5

leveraging

Question 6

List the most common sport sponsorship leveraging tactics (6)

Answer 6

–  Hospitality or on-site hosting
–  One-on-one marketing
–  Thematic advertising
–  Branded content
–  Retail promotion
–  Awareness promotion

Question 7

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.”

Answer 7

awareness promotion

Question 8

Incentivization options (4)

Answer 8

Establishing a leveraging escrow account
Offering leveraging credits
Providing leveraging consultative service
Packaging internal leveraging entitlements

Question 9

___________ should include the following components:

Intro or executive summary
Participant info.
On-site & off-site exposures
Advertising and editorial media exposure

Answer 9

fulfillment reports

Question 10

Sponsorship research process (4)

Answer 10

Set objectives and baselines
Create measurement plan
Implement measurement plan
Calculate return on sponsorship

Question 11

Management problems resulting in sponsorship failure (7)

Answer 11

• 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

Question 12

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.

Answer 12

i. elastic demand market

ii. contingency bases

Question 13

Five primary motives for sport consumption in chapter 3?

Answer 13

achievement
craft
affiliation or community
health or fitness benefits
fun and festival

Question 14

BIRGing and CORFing

Answer 14

BIRGing - we won the game

CORFing - they lost the game

Question 15

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.”

Answer 15

Step 2: determine the inclusiveness

Question 16

Which step of the 7-step incentive plan is related to the following statements?

“just noticeable difference”

Answer 16

Step 6: determine the amount

Question 17

Four elements to build a winning sales culture

Answer 17

action
attitude
atmosphere
contests and prizes

Question 18

Four distinctive types of sales employees that make up most sport organizations and in particular the ticket sales departments

Answer 18

competitor
it’s all about me
achiever team builder
empathetic seller

Question 19

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.

Answer 19

Stage 3: Maintenance

Question 20

____(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.

Answer 20

i. job description

ii. job description

Question 21

____________ is defined as the physical, emotional, and developmental environment where the act of selling takes place

Answer 21

sales culture

Question 22

Four components of a sale? (4)

Answer 22

salable product
attitude
leads
equity

Question 23

______(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.

Answer 23

i. leads

ii. leads

Question 24

Five areas of the pentagon of sport sales training

Answer 24

performance
practice
product
prospect
philosophy

Question 25

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.

Answer 25

butterfly customers

Question 26

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.

Answer 26

i. funnel

ii. sales funnel

Question 27

_____________ offers the following advantages:

It is targeted, personal, measurable, testable, and flexible.

Answer 27

direct mail

Question 28

Club Seats (4)

Answer 28

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

Question 29

Group sales (5)

Answer 29

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

Question 30

_______(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)______.

Answer 30

i. permanent seat license (PSL)

ii. ?????