SPM Exam 4 – Study Guide, Revision Notes, and Practice Questions for Exam
Preparation
Negotiating, Conversing, Learning - ANS ✔✔Sales Process
Team Marketing Report (TMR) - ANS ✔✔One of the leading industry trade publications.
Publishes a Fan Cost Index.
Fan Cost Index - ANS ✔✔Measures the cost of taking a family of four to a game for each of the
major professional sport leagues and includes not only the cost of the games but also the other
costs that consumes likely incur, including the purchase of parking, concessions, and souvenirs.
Published by the Team Marketing Report.
Telemarketing - ANS ✔✔- Utilizes telecommunications technology as a part of a well-planned,
organized, and managed sales effort that features it's use of non-face-to-face contact.
- Involves training sales personnel to "follow a script", become effective listeners, and complete
the sales process by countering any objections and best meeting the specific needs of the
customer.
One-dimensional - ANS ✔✔Type of telemarketing: handling inbound calls from consumers in
response to a promotional offer through the use of a toll-free number.
Two-dimensional - ANS ✔✔Type of telemarketing: Salespeople use the phone to prospect for
new customers, follow up leads, or solicit existing customers for repeat or expanded business.
Sales inventory - ANS ✔✔"The products available to the sales staff to market, promote, and sell
through a range of sales methodologies."
Tickets and hospitality inventory - ANS ✔✔Game ticket inventory = a "club sandwich". Consists
of community promotional tickets, tickets bought through day-of-game "walk up" sales, advance
, sales, group tickets, and partial plans, and full-season tickets. Ticket sales and club seats make
up over 50% of a typical sport franchise's local revenue in all 4 major sports leagues.
Advertising inventory - ANS ✔✔- Electronic advertising includes: TV, radio, and team websites.
Print Inventory includes: advertising in game programs, media guides, and newsletters as well as
on ticket backs, ticket envelopes, scorecards/roster sheets, and team faxes.
Signage inventory - ANS ✔✔Dashboards, scoreboards, outfield signs, concourses, playing
surfaces, turnstiles, marquees outside the venue, etc.
Naming rights - ANS ✔✔Opportunity for a sports organization to sell entitlement of its arena,
stadium, practice facility, or the team itself.
Online inventory - ANS ✔✔Websites hosted by sport leagues and teams represent attractive
platforms or sponsors to advertise their products and (or) services they sell. Ex: Banner ads,
blogs, instant messaging apps, and pop-up ads.
Promotions inventory - ANS ✔✔Ranges from premium giveaway items and on-floor/on-field
promotions to score-board promotions and pre- and post game entertainment.
Community programs - ANS ✔✔Selling to local organizations. Ex: school assemblies, camps and
clinics, awards and banquets, kick-off luncheons, and golf tournaments
Miscellaneous inventory - ANS ✔✔- Often up to the ingenuity and resourcefulness of the sport
organization. Ex: fantasy camps, locker room tours, road trips.
Sponsorships - ANS ✔✔Most involved and time consuming inventory. Must create a platform,
proposal, and sponsorship package.
Preparation
Negotiating, Conversing, Learning - ANS ✔✔Sales Process
Team Marketing Report (TMR) - ANS ✔✔One of the leading industry trade publications.
Publishes a Fan Cost Index.
Fan Cost Index - ANS ✔✔Measures the cost of taking a family of four to a game for each of the
major professional sport leagues and includes not only the cost of the games but also the other
costs that consumes likely incur, including the purchase of parking, concessions, and souvenirs.
Published by the Team Marketing Report.
Telemarketing - ANS ✔✔- Utilizes telecommunications technology as a part of a well-planned,
organized, and managed sales effort that features it's use of non-face-to-face contact.
- Involves training sales personnel to "follow a script", become effective listeners, and complete
the sales process by countering any objections and best meeting the specific needs of the
customer.
One-dimensional - ANS ✔✔Type of telemarketing: handling inbound calls from consumers in
response to a promotional offer through the use of a toll-free number.
Two-dimensional - ANS ✔✔Type of telemarketing: Salespeople use the phone to prospect for
new customers, follow up leads, or solicit existing customers for repeat or expanded business.
Sales inventory - ANS ✔✔"The products available to the sales staff to market, promote, and sell
through a range of sales methodologies."
Tickets and hospitality inventory - ANS ✔✔Game ticket inventory = a "club sandwich". Consists
of community promotional tickets, tickets bought through day-of-game "walk up" sales, advance
, sales, group tickets, and partial plans, and full-season tickets. Ticket sales and club seats make
up over 50% of a typical sport franchise's local revenue in all 4 major sports leagues.
Advertising inventory - ANS ✔✔- Electronic advertising includes: TV, radio, and team websites.
Print Inventory includes: advertising in game programs, media guides, and newsletters as well as
on ticket backs, ticket envelopes, scorecards/roster sheets, and team faxes.
Signage inventory - ANS ✔✔Dashboards, scoreboards, outfield signs, concourses, playing
surfaces, turnstiles, marquees outside the venue, etc.
Naming rights - ANS ✔✔Opportunity for a sports organization to sell entitlement of its arena,
stadium, practice facility, or the team itself.
Online inventory - ANS ✔✔Websites hosted by sport leagues and teams represent attractive
platforms or sponsors to advertise their products and (or) services they sell. Ex: Banner ads,
blogs, instant messaging apps, and pop-up ads.
Promotions inventory - ANS ✔✔Ranges from premium giveaway items and on-floor/on-field
promotions to score-board promotions and pre- and post game entertainment.
Community programs - ANS ✔✔Selling to local organizations. Ex: school assemblies, camps and
clinics, awards and banquets, kick-off luncheons, and golf tournaments
Miscellaneous inventory - ANS ✔✔- Often up to the ingenuity and resourcefulness of the sport
organization. Ex: fantasy camps, locker room tours, road trips.
Sponsorships - ANS ✔✔Most involved and time consuming inventory. Must create a platform,
proposal, and sponsorship package.
