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MKTG 443 - Final Exam questions with correct answers
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MKTG 443 - Final Exam questions with correct answers
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MKTG 443 - Final Exam questions withcorrect answers
*Promotion Strategy in the Marketing of Sports* - correct answer ✔✔------------------------------------
Promotion - correct answer ✔✔-The Fourth and Final Variable of the Traditional Marketing Mix
Promotional Mix - correct answer ✔✔-Has Historically Incorporated Four Promotional Tools
1. Advertising
2. Personal Selling
3. Sales Promotion
4. Public Relations (Publicity)
Integrated Marketing Communications (IMC) Plan - correct answer ✔✔-Encompasses All Promotional
Tools
-Tools Must Work in Harmony
Promotion Objectives for the Marketing of Sports - correct answer ✔✔-Sell Tickets
-Upsell Existing Customers
--> Single Game
--> Multiple Game Package
--> Package - Season Ticket
--> Season Ticket - Club Seat
--> Club Seat - Luxury Box
-Group Sales
-Sales of Other Products and Services
--> Concessions & Logo Merchandise
,*Baseball Begins Now, Email example
Promotional Giveaways - correct answer ✔✔-Bobbleheads
-Hats
-Shirts
-Figurines
Top Game-Day Giveaways
MLB - 2017 - correct answer ✔✔1. Bobblehead*
2. T-shirts
3. Headwear
4. Backpack/Bag
5. Wall Hanging
6. Jersey
7. Other Clothing
8. Baseball Gear
9. Magnet Schedule
10. Figurine
* #1 for 6th year in a row. Increased attendance 55% over no promotion
Top Game-Day Promotions/Events
MLB - 2017 - correct answer ✔✔1. Concession discount
2. Fireworks
3. Ticket / Concession Bundle
4. Run the Bases
5. Military Discount
6. Festival / Tailgating
7. Kids Day
,8. Ticket Discount
9. Autographs
10. Student Day
How do giveaways effect the gate?
MLB 2009 - correct answer ✔✔1. Webkinz toy = 32% change
2. Blanket = 21% change
3. Banner/Pennant = 16% change
How do promotions effect the gate ?
MLB 2009 - correct answer ✔✔1. Team history tribute = 14% change
2. Autographs = 10% change
3. Fan appreciation day = 9% change
The Major Drivers of MLB Attendance: The Pittsburgh The Pittsburgh Pirates - correct answer ✔✔-Penn
State Center for Sports Business & Research
-Smeal College of Business
1. Weather
2. Pirates Performance
3. Venue
4. The Opponent
5. Promotion
Results of Study - correct answer ✔✔..............
Promotional Giveaways Quote - correct answer ✔✔"From a purely promotional standpoint, I have one
rule I think is vitally important. If you are going to give something away, only give away the best."
, -Bill Veeck "The father of baseballs unique promotions"
Average student attendance - correct answer ✔✔-down 7% since 2009
What students enjoy most about the game-day experience - correct answer ✔✔-Concessions and
stadium food - 28%
-Live game action - 23%
-Tailgating - 15%
What students enjoy least about the game-day experience - correct answer ✔✔-Cost - 36%
-Waiting in line - 33%
-Travel to and from the game - 33%
The Most Influential factors that get students to attend a sporting event - correct answer ✔✔*Out of 5
1. Interest in the sports - 4.3
2. Game time - 3.6
3. Price of student ticket - 3.4
4. Opponent - 3.3
5. Team record - 3.1
What incentives would persuade students to stay for the entire game - correct answer ✔✔1. Free T-shirt
or merchandise - 72%
2. Sponsored post game party - 52%
3. Loyalty program to earn prizes - 44%
4. Major concession discounts - 40%
5. Live music or DJ after the game - 34%
6. Meet and greet with team and coaches - 26%
Most Active Sponsors of Promotions
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