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SPMA 2P65 - Exam Review (updated)questions with correct answers
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SPMA 2P65 - Exam Review (updated)questions with correct answers
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SPMA 2P65 - Exam ReviewA cash or in kind fee paid to a property (typically sports, arts, entertainment) in return for the access to
the exploitable commercial potential with that property - correct answer ✔✔What is sponsorship?
- athlete
- event
- facility
- team
- league - correct answer ✔✔What are some examples of sponsorship assets?
- Impersonal mechanisms of transactions within traditional economic marketplaces - correct answer
✔✔exhanges vs. partnerships, What are exchanges?
- enhance stability and increase opportunities for inter-organizational integration. Partners feel like they
are a part of a common group
- addressing the adversarial nature of exchanges
- facilitating the extension of further interactions between partners - correct answer ✔✔exchanges vs.
partnerships, What do partnerships do?
- duration of relationships
- increased cost of sponsorship assets
- accountability (sponsors need to see immediate results) (ROI - return on investment)
- network approach to competitive strategy - correct answer ✔✔Why did 'sponsorship' evolve to
'partnership'
- heightened visisbilty, shape consumer attitudes
- merchandising opportunities
- drive sales
, - differentiate product
- business to business marketing
- achievement of multiple objectives - correct answer ✔✔What are the benefits of partnership?
- Planning: strategic development, financial development
- Evaluation: audits, cost/value index
- Execution: contract negotiation, asset execution
- Measurement: ROI, Performance - correct answer ✔✔What is the Sponsorship/Partnership process?
one example for each
Direct
- increase sales (in store or at sport venue)
Indirect
- Increase Brand Awareness
- Reach new target markets
- address competition in the marketplace
- build relationships with consumers
- build brand image - correct answer ✔✔What are the objectives of Partnership? (2 types)
1.Tangible
- signage
- naming rights
- Ad in program
- Athlete appearance
- social media presence
2. Intangible
- networking opportunities
- brand association
- social capital - correct answer ✔✔Examples of Sponsorship Assets? (two types)
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