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Sports Marketing
Chapter 7 Tapping into Passion through Experiential Marketing
1) Designing experiences for consumers has become a strategy for building customer relationships and defining a brand's meaning in the minds of consumers.
Answer: TRUE
Diff: 1 Page Ref: 177
Objective: 7-1
Classification: Conceptual
2) All products contain some level of symbolic meaning for consumers, setting the stage for using experiential marketing to connect the symbolic meaning brands possess to the feelings of consumers.
Answer: TRUE
Diff: 1 Page Ref: 177
Objective: 7-1
Classification: Conceptual
3) Experiential marketing has changed the role of consumers from recipients to participants in the delivery process.
Answer: TRUE
Diff: 1 Page Ref: 178
Objective: 7-1
Classification: Conceptual
4) At the heart of experiential marketing's growth has been a desire to expose consumers to the sports brand and build brand preference.
Answer: FALSE
Diff: 2 Page Ref: 179
Objective: 7-1
Classification: Conceptual
5) Media clutter is present in all of the traditional media, but not among social networking sites and with digital media.
Answer: FALSE
Diff: 2 Page Ref: 179
Objective: 7-1
AACSB: Use of Information Technology
Classification: Conceptual
6) Experiential marketing requires attendance at games or events to activate the experience.
Answer: FALSE
Diff: 2 Page Ref: 179
Objective: 7-1
Classification: Conceptual
7) A key to achieving brand differentiation is establishing and strengthening customer relationships.
Answer: TRUE
Diff: 2 Page Ref: 180
Objective: 7-1
Classification: Conceptual
8) The key to overcoming the brand parity situation is to increase the number of marketing messages as well as the variety of media being used.
Answer: FALSE
Diff: 2 Page Ref: 180
Objective: 7-2
Classification: Conceptual
9) The best way to create value for a brand is to increase benefits that will offset charging a higher price.
Answer: TRUE
Diff: 2 Page Ref: 181
Objective: 7-2
Classification: Conceptual
10) From a marketing perspective, not all customers are equal in terms of their loyalty, revenue impact, and profit contributions.
Answer: TRUE
Diff: 1 Page Ref: 182
Objective: 7-2
Classification: Conceptual
11) Since not all customers are of equal value to a sports property, experiential marketing can be used to reward or show appreciation for a sports property's best customers.
Answer: TRUE
Diff: 1 Page Ref: 182
Objective: 7-2
Classification: Conceptual
12) Because of the nature of sponsorships, it is virtually impossible to offer rewards to key sponsors without offering the same reward to all sponsors. Such tactics usually backfire.
Answer: FALSE
Diff: 3 Page Ref: 183
Objective: 7-2
Classification: Critical Thinking
13) Most spectator sporting events are categorized as passive participation experiences.
Answer: TRUE
Diff: 1 Page Ref: 185
Objective: 7-3
Classification: Conceptual
14) Experiences delivered in an immersion environment place a barrier between the event and audience since consumption occurs from a distance.
Answer: FALSE
Diff: 2 Page Ref: 185
Objective: 7-3
Classification: Conceptual
15) In terms of the four E's of experiential marketing, entertainment experiences are passively absorbed by fans through one or more of their five senses.
Answer: TRUE
Diff: 2 Page Ref: 186
Objective: 7-3
Classification: Conceptual
16) In terms of the four E's of experiential marketing, a fan who is located at the railing of a horse race can become closely involved with the race, which is an example of an escapist experience.
Answer: FALSE
Diff: 2 Page Ref: 186
Objective: 7-3
Classification: Conceptual
17) The level of cleanliness maintained in a sports facility impacts fans' evaluation of the environment and the quality of the sporting event.
Answer: TRUE
Diff: 1 Page Ref: 189
Objective: 7-3
Classification: Conceptual
18) In terms of adding value as an experiential marketing tactic, a good approach is to lower ticket prices, which allows more fans to attend a game or event.
Answer: FALSE
Diff: 2 Page Ref: 193
Objective: 7-6
Classification: Conceptual
19) In using a tiered reward tactic for experiential marketing, the exclusivity of certain experiences coupled with cost considerations of delivering those experiences makes offering unique experiences to an organization's best customers an appropriate strategy.
Answer: TRUE
Diff: 2 Page Ref: 194
Objective: 7-6
AACSB: Analytical Skills
Classification: Critical Thinking
20) For businesses that use sports as a marketing vehicle to reach their customers, entertaining clients or prospects at a sporting event is an extended sales call.
Answer: TRUE
Diff: 2 Page Ref: 195
Objective: 7-6
Classification: Conceptual
21) A corporate sponsor partners with a sports brand to gain access to an audience whose characteristics are different than the sponsor's current target market.
Answer: FALSE
Diff: 2 Page Ref: 196
Objective: 7-6
Classification: Conceptual
22) The sponsor's long-term goal for sponsorships is to gain new customers and increase sales.
Answer: TRUE
Diff: 2 Page Ref: 196
Objective: 7-6
Classification: Conceptual
23) Key characteristics of experiential marketing include the following except
A) activation
B) sensory experience
C) interaction
D) relationship
Answer: A
Diff: 1 Page Ref: 177
Objective: 7-1
Classification: Conceptual
24) Engaging one or more of the five senses (sight, sound, touch, smell, and taste) involves the experiential approach of
A) activation
B) sensory experience
C) interaction
D) relationship
Answer: B
Diff: 1 Page Ref: 177
Objective: 7-1
Classification: Conceptual
25) Morgan enjoys going to football games. She enjoys the music, the videos played on the big HD screen, the mascots, and the cheerleaders as much as the game itself. This is an example of using the ______component of experiential marketing.
A) activation
B) sensory experience
C) interaction
D) relationship
Answer: B
Diff: 1 Page Ref: 177
Objective: 7-1
Classification: Application
26) Jason enjoys taking his family to the ball park on "run the bases" days because his kids are allowed onto the field and can experience running the bases and throwing and catching baseballs. This is an example of using the ______component of experiential marketing.
A) activation
B) sensory experience
C) interaction
D) relationship
Answer: C
Diff: 3 Page Ref: 178
Objective: 7-1
Classification: Application
27) Because of the environment at the hockey games, Austin finds he gets there early and stays even after the game is over. He is always anxious to go back and watch another game. This is an example of the ______component of experiential marketing.
A) activation
B) sensory experience
C) interaction
D) relationship
Answer: D
Diff: 3 Page Ref: 178
Objective: 7-1
Classification: Application
28) Experiential marketing should have the following consumer outcomes except a
A) reduction in sacrifices needed to attend games/events
B) favorable attitude toward the sports brand
C) desire to return for additional games/events
D) desire to stay longer in the sports stadium
Answer: A
Diff: 2 Page Ref: 178
Objective: 7-1
Classification: Conceptual
29) Allison has displayed a favorable attitude for a sports brand, a desire to spend more time at games, and a strong desire to purchase additional tickets for the future. This is an example of the ______component of experiential marketing.
A) activation
B) sensory experience
C) interaction
D) relationship
Answer: D
Diff: 3 Page Ref: 178
Objective: 7-1
Classification: Application
30) Experiential marketing provides fans with experiences that go beyond the brand exposure offered by traditional media advertising by creating
A) two-way communication between the sports brand and consumer
B) both a digital and an in-game experience
C) a rewarding social media experience
D) a high quality on-field performance
Answer: A
Diff: 2 Page Ref: 178
Objective: 7-1
AACSB: Communication Abilities
Classification: Conceptual
31) Specific drivers in the growth of experiential marketing include the following except
A) media clutter
B) digital popularity
C) desire to build emotional connections
D) need to achieve brand differentiation
Answer: B
Diff: 2 Page Ref: 179
Objective: 7-1
Classification: Conceptual
32) Strategies of sports properties and sponsors for experiential marketing include the following except
A) achieving brand differentiation
B) providing benefits through exclusivity
C) establishing brand awareness
D) motivating product evaluation and trial
Answer: C
Diff: 2 Page Ref: 180
Objective: 7-2
Classification: Conceptual
33) The situation in which consumers see no or few differences among competing brands is known as
A) brand parity
B) brand loyalty
C) brand indifference
D) brand awareness
Answer: A
Diff: 1 Page Ref: 180
Objective: 7-2
Classification: Conceptual
34) Jesse sees no real difference in attending a basketball game or a hockey game in terms of entertainment value. This situation is known as
A) brand parity
B) brand loyalty
C) brand indifference
D) brand awareness
Answer: A
Diff: 1 Page Ref: 180
Objective: 7-2
Classification: Application
35) The key to overcoming brand parity is to develop innovative ways to deliver messages so that the audience will do all of the following except
A) pay attention
B) see functional superiority of the brand
C) be reached
D) be engaged with the brand
Answer: B
Diff: 2 Page Ref: 80
Objective: 7-2
Classification: Conceptual
36) Exclusivity in experiential marketing is typically driven by the following factors except
A) limited group size
B) high importance of group
C) expansive knowledge
D) limited benefit because of cost
Answer: C
Diff: 2 Page Ref: 181
Objective: 7-2
Classification: Conceptual
37) Brianna is going to offer 5 randomly selected season ticket holders of a football team the exclusive opportunity to tour the stadium facilities and observe a team meeting. Why has Brianna most likely decided to incorporate exclusivity into this benefit?
A) The team has hundreds of season ticket holders.
B) The facility is undergoing a costly renovation.
C) The price of season tickets will increase next year.
D) The costs of touring the facility are minimal.
Answer: A
Diff: 3 Page Ref: 181
Objective: 7-2
Classification: Application
38) UCLA is offering a special banquet dinner with live entertainment to season ticket holders of the college football team who have also donated at least $1,000 during the last year to athletic programs at the school. Why is UCLA most likely incorporating exclusivity in this situation?
A) extensive media coverage of the event
B) low importance of group members
C) limited knowledge of the recipients
D) high costs of the benefit
Answer: D
Diff: 3 Page Ref: 181
Objective: 7-2
Classification: Application
39) Assume that Rawlings held a contest in which 5 prize winners were flown to Cooperstown, NY, home of the National Baseball Hall of Fame. Winners were given hotel rooms and complimentary meals, they attended Hall of Fame induction ceremonies, and they were introduced to Hall of Fame players. What is the most likely reason that Rawlings limited the contest to 5 winners?
A) insignificant brand parity
B) costs associated with delivering the benefit
C) ineffective social media coverage
D) high importance of the benefit recipients
Answer: B
Diff: 3 Page Ref: 181
Objective: 7-2
AACSB: Analytical Skills
Classification: Critical Thinking
40) In terms of rewards given to a sports property's customers, ______rewards are typically tangible objects or items received by customers.
A) parity
B) intrinsic
C) extrinsic
D) loyalty or frequency
Answer: C
Diff: 2 Page Ref: 182
Objective: 7-2
Classification: Conceptual
41) As the marketing manager for a baseball team, Lindsey mailed to each person who had been a season ticket holder for 5 years or more a baseball autographed by the team's top 5 players. This is an example of a(n) ______reward.
A) parity
B) intrinsic
C) extrinsic
D) loyalty or frequency
Answer: C
Diff: 2 Page Ref: 182
Objective: 7-2
Classification: Application
42) In terms of rewards given to a sports property's customers, ______rewards are intangible benefits that extend beyond the value received for the product or service purchased.
A) parity
B) intrinsic
C) extrinsic
D) loyalty or frequency
Answer: B
Diff: 2 Page Ref: 182
Objective: 7-2
Classification: Conceptual
43) As the marketing manager for a baseball team, Paul mailed to each person who had been a season ticket holder for 5 years or more an invitation to a cookout with the entire baseball team the day before the season opened. This is an example of a(n) ______reward.
A) parity
B) intrinsic
C) extrinsic
D) loyalty or frequency
Answer: B
Diff: 2 Page Ref: 182
Objective: 7-2
Classification: Application
44) Interactive environments can be an excellent marketing approach to encourage individuals who have never been to a sporting event to give it a try. This approach would be which experiential marketing strategy?
A) achieve brand differentiation
B) provide benefits through exclusivity
C) achieve brand awareness
D) motivate product evaluation and trial
Answer: D
Diff: 1 Page Ref: 180
Objective: 7-2
Classification: Conceptual
45) In designing experiential marketing programs, which of the following areas is least important to consider?
A) target market of each experience
B) types of experiences
C) delivery of experiences
D) facility design
Answer: A
Diff: 2 Page Ref: 184
Objective: 7-3
Classification: Conceptual
46) In terms of types of experiences for experiential marketing, ______experiences target sight, sound, touch, taste, or smell.
A) feel
B) sense
C) think
D) act
Answer: B
Diff: 2 Page Ref: 184
Objective: 7-3
Classification: Conceptual
47) In terms of types of experiences for experiential marketing, ______experiences appeal through surprise, intrigue, or provocation.
A) feel
B) sense
C) think
D) act
Answer: C
Diff: 2 Page Ref: 184
Objective: 7-3
Classification: Conceptual
48) In terms of types of experiences for experiential marketing, ______experiences appeal to emotions or are connected to an attitude toward an object.
A) feel
B) relate
C) think
D) act
Answer: A
Diff: 2 Page Ref: 184
Objective: 7-3
Classification: Conceptual
49) In terms of types of experiences for experiential marketing, ______experiences target bodily experiences, lifestyles, and interactions.
A) feel
B) relate
C) think
D) act
Answer: D
Diff: 2 Page Ref: 184
Objective: 7-3
Classification: Conceptual
50) In terms of types of experiences for experiential marketing, ______experiences appeal to the desire to be perceived positively by others.
A) feel
B) relate
C) think
D) act
Answer: B
Diff: 2 Page Ref: 184
Objective: 7-3
Classification: Conceptual
51) Experiences emerging from the combination of participation and physical interaction dimensions include the following except
A) entertainment
B) education
C) emotion
D) escape
Answer: C
Diff: 2 Page Ref: 186
Objective: 7-3
Classification: Conceptual
52) In terms of the four E's, events absorbed passively through the senses are
A) entertainment experiences
B) educational experiences
C) esthetic experiences
D) escapist experiences
Answer: A
Diff: 2 Page Ref: 186
Objective: 7-3
Classification: Conceptual
53) Scheduling a concert after a baseball game is an example of which type of experiential marketing?
A) entertainment experiences
B) educational experiences
C) esthetic experiences
D) escapist experiences
Answer: A
Diff: 2 Page Ref: 186
Objective: 7-3
Classification: Application
54) In terms of the four E's of experiential marketing, ______allow participants to absorb an event through active participation.
A) entertainment experiences
B) educational experiences
C) esthetic experiences
D) escapist experiences
Answer: B
Diff: 2 Page Ref: 186
Objective: 7-3
Classification: Conceptual
55) In terms of the four E's, ______encourage participants to become actively involved, requiring immersion in the environment.
A) entertainment experiences
B) educational experiences
C) esthetic experiences
D) escapist experiences
Answer: D
Diff: 2 Page Ref: 186
Objective: 7-3
Classification: Conceptual
56) In terms of the four E's, ______limit participants in terms of involvement but thrust them into the event's physical environment.
A) entertainment experiences
B) educational experiences
C) esthetic experiences
D) escapist experiences
Answer: C
Diff: 2 Page Ref: 186
Objective: 7-3
Classification: Conceptual
57) Participating in fantasy sports is an example of which type of experiential marketing?
A) entertainment experiences
B) educational experiences
C) esthetic experiences
D) escapist experiences
Answer: A, D
Diff: 3 Page Ref: 186
Objective: 7-3
Classification: Application
58) Allowing fans at a horse race to tour the stables and have a location inside the circle is an example of which type of experiential marketing?
A) entertainment experiences
B) educational experiences
C) esthetic experiences
D) escapist experiences
Answer: C
Diff: 2 Page Ref: 186
Objective: 7-3
Classification: Application
59) The servicescape is best described as the
A) service delivery process
B) escapist experience component of the four E's of experiential marketing
C) emotional experience customers have in the service delivery process
D) physical environment in which a service is delivered
Answer: D
Diff: 2 Page Ref: 186
Objective: 7-3
Classification: Conceptual
60) The sportscape is the
A) service delivery process of a sport
B) escapist experience component of the four E's of experiential marketing
C) emotional experience customers have in the delivery of a sporting event
D) physical environment in which a sport is delivered
Answer: D
Diff: 2 Page Ref: 186
Objective: 7-3
Classification: Conceptual
61) The following sportscape factors impact fan satisfaction with a game/event except
A) types of concessions
B) aesthetics
C) layout accessibility
D) seating comfort
Answer: A
Diff: 2 Page Ref: 187
Objective: 7-3
Classification: Conceptual
62) Which of the following is a sportscape factor that is most likely to affect fan satisfaction at a sporting event?
A) sponsor signage
B) team success
C) ticket prices
D) electronic displays
Answer: D
Diff: 2 Page Ref: 187
Objective: 7-3
Classification: Conceptual
63) Of the 5 sportscape factors, ______has been found to be the design factor with the greatest impact on perceived quality of a sportscape.
A) cleanliness
B) aesthetics
C) seating comfort
D) electronic displays
Answer: B
Diff: 3 Page Ref: 187
Objective: 7-3
Classification: Conceptual
64) Facility aesthetics include the following except
A) architectural design
B) colors
C) electronic displays and screens
D) visual attractiveness
Answer: C
Diff: 2 Page Ref: 187
Objective: 7-3
Classification: Conceptual
65) Michael was really impressed with the architectural design of the new football stadium. This is an example of the sportscape factor of
A) cleanliness
B) aesthetics
C) seating comfort
D) electronic displays
Answer: B
Diff: 1 Page Ref: 187
Objective: 7-3
Classification: Application
66) Ashley remarked how colorful and visually appealing the new football stadium was. This is an example of the sportscape factor of
A) cleanliness
B) aesthetics
C) seating comfort
D) accessibility
Answer: B
Diff: 3 Page Ref: 187
Objective: 7-3
Classification: Application
67) The convenience and comfort of getting in, moving around, and exiting a sports facility are issues related to the sportscape factor of
A) layout accessibility
B) aesthetics
C) social responsibility
D) safety
Answer: A
Diff: 2 Page Ref: 187
Objective: 7-3
Classification: Conceptual
68) The one thing Chris really hates about going to hockey games is the location of the concession stands. There are not very many of them, and most are located very far from his seat. This is an example of the sportscape factor of
A) layout accessibility
B) aesthetics
C) seating comfort
D) safety
Answer: A
Diff: 2 Page Ref: 187
Objective: 7-3
Classification: Application
69) The one thing Jessica hated about the old baseball stadium was the lack of women's restrooms. However, the new stadium has more restrooms, and they are larger and spaced better throughout the facility. This is an example of the sportscape factor of
A) layout accessibility
B) aesthetics
C) safety
D) social responsibility
Answer: A
Diff: 2 Page Ref: 187
Objective: 7-3
Classification: Application
70) The Americans with Disabilities Act (ADA) applies to the sportscape factor of
A) layout accessibility
B) aesthetics
C) seating comfort
D) cleanliness
Answer: A
Diff: 2 Page Ref: 187
Objective: 7-3
Classification: Critical Thinking
71) Sitting down in his seat at the basketball arena, Matt exclaimed, "Wow, these seats have cup holders for my Coke. Love it!" This is an example of the sportscape factor of
A) layout accessibility
B) aesthetics
C) seating comfort
D) social responsibility
Answer: C
Diff: 2 Page Ref: 188
Objective: 7-3
Classification: Application
72) The primary challenge for sports marketers in terms of seating comfort is
A) maximizing seating capacity at the lowest possible cost
B) including seats that are comfortable enough for overweight fans