2010 Fall Sports and Entertainment Marketing Review

Completion
Complete each statement.

1. ____________________ involves the locations and methods used to make products available
to customers.
2. ______________________________ is the amount of money individuals have available to
spend after paying for the necessities of life and other fixed expenses.
3. _________________________ is the blending of the four marketing elements of product,
distribution, price, and promotion.
4. ____________________ is what a business offers customers to satisfy needs.
5. _________________________ is the number of times per advertisement, game, or show that
a product or service is associated with an athlete, team or entertainer.
6. ____________________ involve the age range, marital status, gender, and income level of
individuals in a group.
7. ____________________ is the means of making customers aware of products and encourages
them to buy.
8. ____________________ is whatever people are willing to spend their money and spare time
viewing.
9. ____________________ is the creation and maintenance of satisfying exchange relationships.
10. ____________________ is any direct and personal communication with customers to assess
and satisfy their needs.
11. ____________________ involve the number of viewers the programming attracts.
12. __________________________________________________ involves gathering and using
information about customers to improve business decision making.
13. ____________________ is the study of economics of the entire society.
14. The amount of satisfaction a person receives from the consumption of a particular product or
service is called _________________________.
15. _________________________ is the result of making a product or service available when the
consumer wants it.
16. ____________________ are a system of deciding what is right or wrong in a reasoned and
impartial manner.
17. ______________________________ can be divided into stages in which people advance from
childish behavior to mature and responsible behavior based on principles.
18. ___________________________________ is the income that an investment provides for the
investor.
19. ____________________ is the total money a business receives for the sale of the goods or
services.
20. The ____________________ is developed to predict the cost of expenses and expected
revenues from an event.
21. A(n) ____________________ is a plan for how a business will spend money.
22. _________________________ occurs when a business assumes the cost of a risk.
23. When someone is ____________________ , they are legally responsible for damages.
24. High standards or guidelines are referred to as ____________________.
25. A group of organizations involved in producing or handling the same product, group of
products, or type of services is called a(n) ____________________.
26. ____________________ is the underlying framework supporting economic development,
including water, sewers, and roadways.
27. A writer who listens to an author’s story and then commits it to paper for a fee is called a(n)
____________________.
28. An athletic training session that extends over a period of time and concentrates on a variety of
skills is a(n) _________________________.
29. The total of new spending resulting from an attraction or event is referred to as
___________________________________.
30. Responsible travel to natural areas that conserves the environment and sustains the well being
of the local people is called ____________________.
31. A hired professional who plans the marketing campaign and personal appearances for authors
is called a(n) ______________________________.
32. The phenomenon of international economic relationships with goods and services flowing
quickly around the world is called ____________________.
33. Traveling for pleasure is called ____________________.
34. The guidelines and goals set for an entertainment industry are referred to as
______________________________.
35. Recreational travel or tours planned around a special interest are called
_________________________.
36. The portion of money spent by local employers and employees that came from money collected
from tourists is referred to as ______________________________.
37. The _________________________ is focused on satisfying customer needs.
38. The ______________________________ is the difference between what customers expect and
the service they receive from a business.
39. ______________________________ is the capability to produce products or services more
efficiently and economically than the competition.
40. The _________________________ is the point at which all of the expenses for producing a
product are covered.
41. __________________________________________________ includes the five major human
areas of need.
42. ____________________ purchases are based upon loyalty to a particular brand or product.
43. ____________________ segmentation is based upon age, income, education, and other
distinguishing characteristics of a particular market segment.
44. _________________________ is the percentage of total sales of a product or service that a
company expects to capture in relation to its competitors.
45. ____________________ is the rate at which companies produce goods or services in relation
to the amount of materials and number of employees utilized.
46. ____________________ purchases are made with little thought during emotional highs or
lows.
47. _________________________ is a specific group of consumers that a company wants to
reach.
48. _________________________ is the value that people believe they receive from a product or
service.
49. ______________________________ is conducted to gather data and identify solutions to
marketing problems.
50. When research is conducted by an independent company and then offered for sale to everyone
in an industry, it is called _________________________.
51. ____________________ are surveys of people’s opinions.
52. ____________________ customers are repeat customers who are completely loyal to the
company’s products and services.
53. When staff researchers work with external research agencies, they are referred to as
_________________________ researchers.
54. When information is gathered that is very specifically focused on a single target market, it is
called ______________________________.
55. ____________________ research is conducted when a business is unaware of the exact
problem.
56. _________________________ involves the use of powerful computers to “dig up” data needed
for decision making.
57. ____________________ research is used when the business is aware of the problem that
needs to be solved.
58. A(n) ____________________ is a small number representative of the large group.
59. Internet sites like Google are _________________________ that help users find relevant web
sites.
60. A(n) ______________________________ is determined by dividing the number of times an ad
is clicked on by the number of times an ad is shown.
61. ____________________ is the point where the supply and demand curves intersect.
62. ____________________ are individuals who purchase products to satisfy their needs and
wants.
63. The lack of resources or lack of money to spend on sports and entertainment events is referred
to as ____________________.
64. _________________________ occurs when related businesses conspire to charge high prices.
65. _________________________ occurs when a product that is advertised at a great price is “out
of stock” when customers want to purchase it, and the salesperson then tries to sell the
customer a higher-priced alternative.
66. The amount that is added to the cost of an item for sale to cover operating expenses and allow
for a profit is called ____________________.
67. _________________________ are distinct categories of merchandise based upon price,
quality, and features.
68. ______________________________ involve the ups and downs of the economy.
69. ____________________ occurs when prices for goods and services rise faster than consumer
income.
70. Economic periods of moderate demand are called ________________________.
71. ______________________________ are the costs associated with running a business.
72. ______________________________ prices may be used when a company is willing to take a
loss on the reduced prices of selected items in order to create more customer traffic.
73. ____________________ is the process of making customers aware of a product, service, or
event.
74. ____________________ is a paid form of communication delivered by a product maker or
seller to consumers.
75. With ______________________________, a product is integrated into the plot of a movie or
television show.
76. Any unpaid media attention, both negative and positive, about a business and its products,
services, or events is ____________________.
77. ______________________________ are additional incentives offered for a limited time to
encourage consumers to buy a product.
78. An in-person, face-to-face communication between a seller and a customer is called
_________________________.
79. The theme of an advertisement is also known as the ____________________.
80. Television and magazine advertising are referred to as ____________________ advertising.
81. ____________________ is the number of people in the target market expected to receive the
message through the chosen medium.
82. ____________________ is the number of times the targeted customer is exposed to the
media.
83. ____________________ is the creation of customers’ positive feelings about the business.
84. A _________________________ is a promotion where a few online mentions turn into a real
buzz about a movie and propel it into a mega hit.
85. The blending of advertising, sales promotion, publicity, and personal selling is referred to as the
_________________________.
86. ____________________ involves underwriting an event for the purpose of gaining positive
association for a brand with the event.
87. A(n) ____________________ is a person’s public expression of approval or support for a
product or service.
88. ____________________ events are held on an annual basis and usually are centered around a
specific seasonal activity.
89. ________________________________________ provides information in terms of numbers or
percentages.
90. ________________________________________ provides information that is subjective and
depends on interpretation.
91. A(n) ______________________________ is a written, detailed description of how the
elements of promotion will be used.
92. The ______________________________ is a full-time staff person of a city or venue who
works with an event’s sponsors to plan the event.
93. A(n) ____________________ is an electronic or online game that incorporates marketing
content to promote a product or service.
94. A(n) ____________________ is a person, organization, or business that gives money or
donates products and services in exchange for public recognition.
95. The ________________________________________ is an independent U.S. governmental
agency whose principal mission is the promotion of consumer protection and competitive
business practices.
 96. The ____________________ are awards presented by the National Academy of Recording Arts
and Sciences to musicians, producers, and other recording professionals.

Short Answer

97. Why does it cost millions of dollars to air one commercial during the Super Bowl?
98. What are the four elements of the marketing mix?
99. What are the six core standards of marketing?
100. Explain how sports marketing has impacted the economy.
101. How will a team winning a championship affect consumer demand for tickets and the prices
charged for tickets?
102. Why are reality shows so popular for networks to produce?
103. MARKETING is the _______________________________________

and _______________________________________________

of ________________________________________________

______________________ __________________________

104. What is the profit motive?

105. List two examples of risk that must be insured for an amusement park such as Disney.
106. Explain what elements are included on the balance sheet and the income statement.
107. Explain the profit potential of selling movies and television shows to China.
108. What is a controllable risk?
109. How are an individual’s ethics developed?
110. In addition to U.S. ticket sales, name two other large sources of revenue for U.S. film studios
111. List four types of economic utility.
112. Thin of a sports or entertainment event you have attended. How could the form utility have
been improved?
113. What is meant by a controllable risk?
114. List four steps a sports venue could take to avoid risk of injury to fans attending games.
115. How can the bad behavior of celebrities be controlled?
116. Explain why it is worthwhile to encourage business people to act ethically.
117. Name the three sources of revenue from sports and entertainment.
118. What is the purpose of a forecast?
119. How are major universities paying the high salaries demanded by top coaches?
120. Why do athletes and celebrities choose to write books?
121. Why are ongoing promotions necessary for the success of sports camps?
122. What is the mission of travel trade?
123. Explain the difference between a camp and a workshop.
124. Why are theme parks becoming increasingly popular in India?
125. What is an industry?
126. What are two reasons why athletes and celebrities choose to write books?
127. Why might a theme park add restaurants and lodging to the site?
128. Why is the number of theme parks growing in China and India?
129. Why might cell phones be called “the heart” of the future of music?
130. How have sports, dance, and other camps changed summer vacations for families?
131. Why are marketers intensely interested in capturing a larger share of the teenage market?
132. What is the value of outstanding customer service in a highly competitive marketplace?
133. What are the five needs that make up Maslow’s Hierarchy of Needs?
134. What is geographic segmentation?
135. What is opportunity cost?
136. What is a market segment?
137. List the seven steps for marketing research.
138. What are the three degrees of research related to problem definition according to William G.
Zikmund?
139. Why do companies want to gather information about their customers?
140. What can research companies do to encourage reluctant consumers to answer personal
questions?
141. Who are engaged customers?
142. What are client-side researchers?
143. How is consumer demand affected by price?
144. What is inflation and what economic condition is caused by inflation?
145. How is attendance at college football games affected by more television coverage of games?
146. How do lifestyle choices influence the hours that a business is open and the airtime dedicated to
a televised college football game?
147. Why would a store be willing to lose money on a loss-leader item?
148. Explain the relationship between prices for Super Bowl tickets and the Law of Supply and
Demand.
149. What does damage control mean?
150. How is publicity different from other types of promotion?
151. Give three examples of consumer sales promotions.
152. What is the main goal of promotion?
153. Give an example of product placement in a television show or movie.
154. What does marginal analysis mean?
155. Why have print and broadcast media lost their effectiveness as advertising media with young
people.
156. What do sponsors expect in return for their investments?
157. What is an advantage of using a celebrity endorser?
158. What is a trade show?
 159. Why are social networks important for promotion?
160. What types of sponsors are good for college sporting events?

Essay

161. Explain in detail the marketing mix for the Super Bowl.
162. Give three detailed examples of how fans’ emotional ties to sports affect their behavior. Your
examples should describe in detail both positive and negative behaviors.
163. Give examples of four celebrities and/or athletes who endorse products. Explain why these
individuals are good spokespersons for the products that they endorse. Why do advertisements
use celebrities for endorsements?
164. Think of one of your recent purchases. List and describe how the six core standards of
marketing were involved with a recent purchase.
165. Give five examples of advertising sponsors that TV networks might seek to help cover the high
costs of broadcasting NFL games. Describe the target markets for these advertisers and why
the advertisers’ products are good choices for the target markets that watch NFL games.
166. Give four examples of a lapse of ethics in sports and entertainment. Explain what has caused
the lapse and what the future consequences will be.
167. How do fans influence the bad behavior of athletes?
168. Give four examples of things that need to be insured at different sports and entertainment
events or venues. Describe the venue and event and explain what might cause loss or injury.
169. Describe the four strategies for managing risk.
170. How does a person’s character develop?
171. Describe how unethical behavior can impact the promotion of a product.
172. Think about the advertising sponsors that TV networks will be seeking to pay the billions of
dollars it costs to broadcast NFL games. Make a list of four possible advertisers and the likely
target customer of each.
173. Why are balance sheets and income statements important to a business? What would investors
look for on a sports and entertainment company’s balance sheet and income statement?
174. List three different forms of entertainment and a current industry trend for each category.
175. Explain in detail the different types of music available in the music industry. Describe the target
market for each type of music.
176. Explain why athletes and coaches are good motivational speakers.
177. Describe in detail a popular type of sports camp. Explain the who, what, when, and where of
the camp.
178. Identify three different forms of sports or entertainment and a current industry trend for each
one.
179. Give concrete examples of emotional, rational, and patronage purchases in the sports and
entertainment industries.
180. What is the customer service gap? Give five solid examples of personal experiences that
support this concept.
181. Describe how the five levels of need in Maslow’s Hierarchy of Needs could be met at a college
football game.
182. Explain how emotional purchases are related to major sporting events.
183. Explain the goals of sales managers and marketing research managers. Why is there potential
conflict between these two groups?
184. Explain in detail why defining the problem is critical to the marketing research process. Give an
example of defining the problem for a sports event and another entertainment event.
185. Some movie theaters charge more for popcorn, soft drinks, and other snacks than they charge
for a movie ticket. Is there a point at which moviegoers will not buy refreshments because of
the price? How can theaters know the price point at which demand is the highest?
186. Why must marketers of sports expand their cultural knowledge of potential new customers?
187. List and explain three ways that the government influences pricing.
188. List and describe five pricing strategies to increase sales.
189. List the five steps for determining the price to charge for a good or service. Provide an example
of each step using a sports or entertainment product or event.
190. How do rising gas prices impact the tourist and hospitality industries? What strategies can these
industries implement to overcome rising fuel costs? Describe special promotions to encourage
customers to take more vacations during times of rising fuel prices.
191. List and explain the steps involved in developing effective advertising. Give specific examples
for a sports or entertainment event or product.
192. Name and explain three ways product placement deals are constructed.
193. Fans and athletes can make or break the image of their team and community. Give examples of
how fans and athletes have negatively impacted the image of their team. Give specific details.
194. List the four elements of promotion and explain each one.
195. What are the steps in developing a promotional plan? Give an example of a promotional plan
for an entertainment event.
196. Explain the merits and risks of a company using a controversial athlete to endorse its products.
How could the company’s promotional plan succeed? How could it fail? Give an example to
support your answer.
197. Give at least seven good reasons for a company to be a sponsor for amateur sports. Describe
each reason in detail.
198. Define a themed event. Then give five examples of local and national themed events. Explain
when the events occur and what they involve. Who is in charge of the events?