SM361 – Final Exam – Spring 2025 – 50 Points

Which of the following consists of the name, logo, and symbols associated with a sports organization?

• Identity

• Brand

• Activation

• Intellectual Property

A consumer sees a pair of new Nike basketball shoes that cost $200 and immediately perceives the quality and performance of those shoes to be excellent. What two elements of the sport marketing mix are providing a cross-effect in this example?

• Price and place

• Product and price

• Price and promotion

• Product and place

The Oakland A’s decision to offer dynamic pricing for weekday games primarily addresses which marketing challenge?

• Revenue maximization from loyal season ticket holders

• Enhancing premium product perception

• Accessibility for price-sensitive fans

• Bundling concessions with tickets

Which of the following is a key component of customer relationship management (CRM) in sport marketing?

• Collecting fan demographic data to send personalized offers

• Limiting customer interaction to social media platforms only

• Offering a one-size-fits-all discount to all fans regardless of engagement

• Avoiding personalized communications to maintain neutrality

Fill in the Blank: One of the key components of brand equity is _______ loyalty, where fans continue to support the team or product over time despite external changes.

• fan

• price

• location

• event

True or False: A high level of brand awareness automatically leads to high brand equity in sport.

• True

• False

In a sport CRM system, what type of data is most important for segmenting fans for targeted offers?

• The engagement level on social media

• The amount spent on merchandise

• The number of games attended

• All of the above

Sponsorship activation is important because it:

• Ensures that the sponsor’s logo is seen by fans during broadcasts

• Creates meaningful experiences that increase fan engagement with the sponsor’s brand

• Focuses solely on generating ticket sales through promotional offers

• Allows the sports team to create more sponsorship deals in the future

True or False: A well-prepared crisis communication plan can prevent all negative consequences of a crisis.

• True

• False

Social media platforms are particularly important in sport marketing because they:

• Allow brands to control all aspects of the fan experience

• Offer fans direct interaction with teams, players, and sponsors

• Are primarily used for broadcasting live events only

• Avoiding real-time updates during games