Sports Marketing Midterm Questions and Answers
Grade A+ 2023
Is it better to invest resources into retaining current customers or attracting new fans? What is
this called? - -Current. Frequency Escalator
-Are sports teams recession proof? - -No
-tourney pre masters - -shell houston open
-5 Ps of Sports Marketing - -Product, Price, Promotion, PR, Place (product distrib)
-5 Core Values of ND Athletics - -Community, Education, Excellence, Faith, Tradition
-An effective sports loyalty program will... - -Reward the behavior that matters most, structure
rewards in a simple manner, and deliver perks that elevate game watching experience
-Who is more satisfied with ND games? Season ticket holders or 1 game holders? - -1 gamers
-Hopscotch Research Top Preferences - -80% watched tv or listened to a game, 39% attended
home game, 5% had season tickets
-Why do people use sports apps according to hopscotch? - -1. follow game when cant watch
2. keep up with team news
3. get score alerts
4. look up info while watching
-Top revenue drivers in college sports (hopscotch) - -1. Alumni Donations
2. Ticket Sales
3. NCAA and conference distributions (including TV income)
-Goals - -broad statements
-Objectives - -more detail, quantified targets
-5 Strategic Components of Marketing Management - -1. Develop vision, purpose, position,
vlaues
2.develop strategic goals and objectives
3. develop ticketing, marketing, and service plan
4. integrate marketing plan into broader, strategic resource allocation
5. control and evaluate implementation of plan
-3 Key Areas of Focus for ND Marketing this season - -Creativity/ Fan management, Digital
Marketing, Revenue generation
, -2 Key Thrusts for Sports Marketing - -Market sports products to the consumer and market
products through sports
-Game Presentation - -Combining of all elements on game day
-Positioning - -Space the sport product occupies in the consumers mind
-A game script that has the flexibility to change based on current circumstances influencing the
event is called... - -conditional
-Branding - -The name, symbols, and logo associated with a sport organization
-Is brand equity influenced by success/star players/ coaches? - -Yupppp
-Forbes Most Valuable Brands in Sports - -1. Yankees
-Sources of brand association with teams - -Logos, owners, rivalries
-Is e-mail marketing still valuable/worthwhile? - -Yes
-Why is price critical in the marketing mix? - -Sports marketers can control price, price is one of
the most effective tools, price is highly visible, price is never far from the consumer's mind
-Variable Pricing - -Diff price scales based on factors such as opponenet, event, time of season,
day of the week
-Dynamic pricing - -More people buy, more expensive it gets. Think airlines
-For 2016, IEG projects that sports sponsorhip sales in America will be ___% sports - -70
-Sponsorship - -Acquisition of rights to affiliate or directly associate with a product or event for
the purpose of deriving benefits related to that affiliation or association
-#1 Asset to Team Notre Dame sponsors is ____ - -University's Band/Prestige
-What is growing faster in NCAA Division I sports- revenue or expenses? - -expenses
-In NCAA Divsion 1 Marketing, there is pressure to____ - -drive revenue
-2015-2016 Womens BBall Pricing Goals - -More closely align ticket prices with the ability of
program, drive consistent in pricing strategy, scale pricing to reflect desirability of seat location,
increase revenue potential for womens bball, maintain affordability
-Future Implications for fan engagement (Hopscotch) - -1. Get strategic about pleasing couch
fans
2. Build quality mobile experiences because fans actually want them
Grade A+ 2023
Is it better to invest resources into retaining current customers or attracting new fans? What is
this called? - -Current. Frequency Escalator
-Are sports teams recession proof? - -No
-tourney pre masters - -shell houston open
-5 Ps of Sports Marketing - -Product, Price, Promotion, PR, Place (product distrib)
-5 Core Values of ND Athletics - -Community, Education, Excellence, Faith, Tradition
-An effective sports loyalty program will... - -Reward the behavior that matters most, structure
rewards in a simple manner, and deliver perks that elevate game watching experience
-Who is more satisfied with ND games? Season ticket holders or 1 game holders? - -1 gamers
-Hopscotch Research Top Preferences - -80% watched tv or listened to a game, 39% attended
home game, 5% had season tickets
-Why do people use sports apps according to hopscotch? - -1. follow game when cant watch
2. keep up with team news
3. get score alerts
4. look up info while watching
-Top revenue drivers in college sports (hopscotch) - -1. Alumni Donations
2. Ticket Sales
3. NCAA and conference distributions (including TV income)
-Goals - -broad statements
-Objectives - -more detail, quantified targets
-5 Strategic Components of Marketing Management - -1. Develop vision, purpose, position,
vlaues
2.develop strategic goals and objectives
3. develop ticketing, marketing, and service plan
4. integrate marketing plan into broader, strategic resource allocation
5. control and evaluate implementation of plan
-3 Key Areas of Focus for ND Marketing this season - -Creativity/ Fan management, Digital
Marketing, Revenue generation
, -2 Key Thrusts for Sports Marketing - -Market sports products to the consumer and market
products through sports
-Game Presentation - -Combining of all elements on game day
-Positioning - -Space the sport product occupies in the consumers mind
-A game script that has the flexibility to change based on current circumstances influencing the
event is called... - -conditional
-Branding - -The name, symbols, and logo associated with a sport organization
-Is brand equity influenced by success/star players/ coaches? - -Yupppp
-Forbes Most Valuable Brands in Sports - -1. Yankees
-Sources of brand association with teams - -Logos, owners, rivalries
-Is e-mail marketing still valuable/worthwhile? - -Yes
-Why is price critical in the marketing mix? - -Sports marketers can control price, price is one of
the most effective tools, price is highly visible, price is never far from the consumer's mind
-Variable Pricing - -Diff price scales based on factors such as opponenet, event, time of season,
day of the week
-Dynamic pricing - -More people buy, more expensive it gets. Think airlines
-For 2016, IEG projects that sports sponsorhip sales in America will be ___% sports - -70
-Sponsorship - -Acquisition of rights to affiliate or directly associate with a product or event for
the purpose of deriving benefits related to that affiliation or association
-#1 Asset to Team Notre Dame sponsors is ____ - -University's Band/Prestige
-What is growing faster in NCAA Division I sports- revenue or expenses? - -expenses
-In NCAA Divsion 1 Marketing, there is pressure to____ - -drive revenue
-2015-2016 Womens BBall Pricing Goals - -More closely align ticket prices with the ability of
program, drive consistent in pricing strategy, scale pricing to reflect desirability of seat location,
increase revenue potential for womens bball, maintain affordability
-Future Implications for fan engagement (Hopscotch) - -1. Get strategic about pleasing couch
fans
2. Build quality mobile experiences because fans actually want them
