Week 12 Quiz

1. Sport financing is a unique aspect of the sport industry because

a. most of the revenue comes from gate receipts, particularly in intercollegiate athletics

b. extraneous revenue sources are unimportant

c. a significant portion of sport enterprise revenue comes from revenue centers such as sponsorship, naming rights, merchandise, TV rights, and so on

d. sport managers are not financially accountable

2. Sport marketing (and sport as a product) is a unique aspect of the sport industry because

a. it has a fixed supply

b. it is consumed rationally

c. the events are consistent

d. the results are uncertain

3. The controllable variables that the company puts together to satisfy a target group are referred to as the

a. promotional mix

b. target market

c. marketing mix

d. product orientation

4. In the branding process, what is the value that the brand contributes to a product in the marketplace?

a. brand loyalty

b. brand image

c. brand equity

d. brand awareness

5. Which one of the following should be considered when choosing a brand name?

a. a name that can use an existing logo

b. implication of the benefits that the sport product delivers

c. something that resembles other teams in the city

d. a name commonly used by other sporting companies

6. Which of the following describes the order of the branding process?

a. brand loyalty, image, equity, awareness

b. brand equity, loyalty, image, awareness

c. brand awareness, image, equity, loyalty

d. brand equity, awareness, image, loyalty

7. One reason that sport ____________ is a unique aspect of the sport industry is that sport invariably attracts consumers who spend more money outside the sporting arena than they spend on the sport itself.

8. What are three unique features that make the sport business different from any other mainstream businesses?