Question 1

The secondary ticket market can provide pricing information to sports properties about the value of tickets,which can be used for ticket pricing decisions.

Accepted Answer

A) True 
 B)False

Question 2

Limitations of measuring marketing performance include the following except

Accepted Answer

A)  obtaining the correct data
B)  uncontrollable factors that affect marketing and financial performance
C)  selecting appropriate measures related to the desired outcomes of marketing strategies
D)  pinpointing the impact of marketing tactics on the intended responses

Question 3

In terms of analyzing individual event ticket sales,managers should compare

Accepted Answer

A)  multi-game ticket sales to advance sales
B)  advance sales to total ticket sales
C)  walk-up sales to season ticket sales
D)  advance sales to walk-up sales

Question 4

Businesses in a sports property's area that are well known and respected are

Accepted Answer

A)  community partners
B)  endemic partners
C)  image partners
D)  brand partners

Question 5

Measuring customer retention is a component of measuring

Accepted Answer

A)  customer engagement
B)  retail services
C)  customer satisfaction
D)  return on investment

Question 6

The secondary ticket market is best defined as

Accepted Answer

A)  buying and selling tickets after the sporting event or game has started
B)  buying group tickets at a discount and selling them as individual game tickets
C)  selling tickets purchased from a sports property to someone else
D)  selling tickets to an independent company,such as StubHub

Question 7

A major snowstorm just before a football game is likely to have a negative impact on all of the following revenues except

Accepted Answer

A)  walk-up ticket sales
B)  advance ticket sales
C)  foodservice concessions
D)  on-site retail sales

Question 8

Explain the difference between variable pricing and dynamic pricing.

Accepted Answer

Variable pricing adjusts the price of a ...

Question 9

Premium seating,which is special seating areas,has become less significant in recent years due to the recession and economic downturn.

Accepted Answer

A) True 
 B)False

Question 10

Financial performance of a sports property should be tracked for each of the following ticket sales areas except

Accepted Answer

A)  season tickets
B)  premium seating
C)  secondary tickets
D)  individual game tickets

Question 11

In terms of retail sales performance,________ is a function of margin earned on each transaction coupled with the number of transactions.

Accepted Answer

A)  velocity
B)  total return
C)  transactional margin
D)  per cap revenue

Question 12

Interstate Batteries is considered a(n) ________ with NASCAR.

Accepted Answer

A)  community partner
B)  endemic partner
C)  image partner
D)  brand partner

Question 13

Advanced ticket sales are vital to a sports entity for the following reasons except

Accepted Answer

A)  reduces need to sell season tickets
B)  represents revenue certainty
C)  reduces marketing expenses
D)  minimizes unsold tickets

Question 14

Reasons for measuring marketing performance include the following except

Accepted Answer

A)  identifies marketing problems
B)  aligns marketing activities with the brand
C)  evaluates the effectiveness of marketing decisions
D)  used to translate insights into actions

Question 15

The professional sport that has the most difficulty in selling out all home games is

Accepted Answer

A)  NHL
B)  NFL
C)  MLB
D)  NBA

Question 16

Measurement in traditional media channels such as TV and radio tends to focus on

Accepted Answer

A)  brand image
B)  targeted reach
C)  impressions
D)  exposure

Question 17

Measurement in traditional media channels such as TV and radio tends to focus on

Accepted Answer

A)  brand image
B)  targeted reach and frequency
C)  impressions and costs
D)  ratings and audience size

Question 18

Marketing sports to groups can be an effective strategy for selling excess ticket inventory and attracting new individuals to the sport.

Accepted Answer

A) True 
 B)False

Question 19

What is the total return on shirts sold at an on-site retail operation if the selling price is $45.00,costs are $30.00 and velocity is 40?

Accepted Answer

$600, (45 ...

Question 20

In developing an asset inventory,in-game contests are an example of a ________ asset.

Accepted Answer

A)  facility
B)  business category
C)  promotion
D)  special event

Exam 12: Measuring Sports Brands Through Sponsorship-Linked Marketing

In terms of retail sales performance,________ is a function of margin earned on each transaction coupled with the number of transactions.

Correct AnswerverifiedShow Answer

Advanced ticket sales are vital to a sports entity for the following reasons except

Correct AnswerverifiedShow Answer

Financial performance of a sports property should be tracked for each of the following ticket sales areas except

Correct AnswerverifiedShow Answer

Measurement in traditional media channels such as TV and radio tends to focus on

Correct AnswerverifiedShow Answer

Marketing sports to groups can be an effective strategy for selling excess ticket inventory and attracting new individuals to the sport.

Correct AnswerverifiedShow Answer

Measurement in traditional media channels such as TV and radio tends to focus on

Correct AnswerverifiedShow Answer

Interstate Batteries is considered a(n) ________ with NASCAR.

Correct AnswerverifiedShow Answer

Explain the difference between variable pricing and dynamic pricing.

Correct AnswerverifiedVariable pricing adjusts the price of a ...View AnswerShow Answer

Limitations of measuring marketing performance include the following except

Correct AnswerverifiedShow Answer

In developing an asset inventory,in-game contests are an example of a ________ asset.

Correct AnswerverifiedShow Answer

A major snowstorm just before a football game is likely to have a negative impact on all of the following revenues except

Correct AnswerverifiedShow Answer

Premium seating,which is special seating areas,has become less significant in recent years due to the recession and economic downturn.

Correct AnswerverifiedShow Answer

The professional sport that has the most difficulty in selling out all home games is

Correct AnswerverifiedShow Answer

The secondary ticket market can provide pricing information to sports properties about the value of tickets,which can be used for ticket pricing decisions.

Correct AnswerverifiedShow Answer

Reasons for measuring marketing performance include the following except

Correct AnswerverifiedShow Answer

The secondary ticket market is best defined as

Correct AnswerverifiedShow Answer

What is the total return on shirts sold at an on-site retail operation if the selling price is $45.00,costs are $30.00 and velocity is 40?

Correct Answerverified$600, (45 ...View AnswerShow Answer

In terms of analyzing individual event ticket sales,managers should compare

Correct AnswerverifiedShow Answer

Measuring customer retention is a component of measuring

Correct AnswerverifiedShow Answer

Businesses in a sports property's area that are well known and respected are

Correct AnswerverifiedShow Answer

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Variable pricing adjusts the price of a ...
View Answer

Correct Answer
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$600, (45 ...
View Answer

Correct Answer
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