MKTG391 Final Exam Student Name: ______________________________

Spring 2023 Student Number: ____________________________

Professor FOX
Caio Vinocur

Answer each of the questions below, there is only one right answer for each of the multiple-choice questions.
For the others, your answers should be clear and well thought out; not partial credit will be given. When
finished you are to convert this word document to a PDF and email it to your professor. DO NOT send it as a
link, or any other file than a PDF. Plan your time accordingly, late responses will not be accepted.

1. What are the four stages of the Product Life Cycle (PLC)? (3 points)
a. Introduction, planning, control, debriefing
b. Introduction, growth, maturity, and decline
c. Initiation, planning, execution, closing
d. None of the above
2. What is it that event sponsors want from their sponsorship of an event? (3 points)
a. The event to be successful
b. They want a return on their investment
c. They want to look good
d. None of the above
3. List the four steps in an event timeline? (5 points)
Planning, Promotion, Execution, Evaluation.

4. Sponsorship is a ______________ of funding for local and international events involving

sports, the arts, the environment, media, humanitarian and community projects, education
and various other fields. (3 points)
a. Major source
b. Minor source
c. A low cost source
d. None of the above
5. ______________ offer benefits to all actors involved in the organization of the event, at all
stages of the supply chain. (3 points)
a. Stakeholders
b. ISO 20121
c. Events sponsors
d. None of the above

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MKTG391 Final Exam Student Name: ______________________________
Spring 2023 Student Number: ____________________________
Professor FOX

6. Modern-day sponsorship was started by: (3 points)

a. Egyptian pharaohs
b. Roman emperors
c. Renaissance bankers
d. Cigarette, alcohol and automobile companies
7. What are the key elements of sponsorship? (3 points)
a. The Sponsor, The Sponsored party, The Rights, The Contract
b. The Sponsor, The Vendors, The Clients, The Contract
c. The Outline, The Planning, The Execution, The Contract
d. The Planning, The Sponsors, The Rights, The Contract
8. What does SOSTAC stand for? (3 points)
Situation Analysis, Objectives, Strategy, Tactics, Action, Control

9. What are the four steps in the strategic planning process? (3 points)
a. Where are we now? Where are we going? Where have we been? Why are we going?
b. Where are we now? Where are we going? How do pay for it? How will we do it?
c. Where are we now? Where are we going? How do we get there? How will we know
when we have gotten there?
d. Where are we going? What are we planning? Why are we doing it? How are we
going to do it?
10. The three parts of the triple bottom line are? (3 points)
Economic, Social, Environmental

11. How could the choice of a venue impact positively or negatively on an event? Use examples.
(5 points)
The choice of a venue is very important in order for the event to be successful. It can impact
negatively if the venue doesn’t meet some requirements, such as the capacity for example, if
a venue is able to support an maximum amount of 200 people, and the event is predicted to
have more than that, it will be cluttered which will be unpleasant for the attendees. The
venue can also have a positive impact, like if the location is convenient for everyone, and
with easy access.

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MKTG391 Final Exam Student Name: ______________________________
Spring 2023 Student Number: ____________________________
Professor FOX
12. What are the twelve minimum things an Event Proposal should have? (5 points)
1- Title of the event
2- Event description
3- Audience Analysis
4- Event Objectives
5- Marketing and Promotion plan
6- Budget
7- Sponsorship opportunities
8- Sponsorship benefits
9- Sponsorship levels
10- Evaluation plan
11- Contingency plan
12- Contact Information

13. Every event has at least three target audiences, what are they? (3 points)
a. Volunteers, employees, customers
b. Customers, owners, volunteers
c. Customers, prospects, employees/volunteers
d. None of the above

14. The ____________________ are the people who influence and benefit from the events.
(3 points)
a. Stakeholders
b. Managers
c. Event planners
d. Attendees
15. The process of creatively applying necessary skills to achieve objectives is: (5 points)
Event Management

16. The PESTELI Trends Analysis stands for? (3 points)

a. Political, Ergonomic, Social, Technological, Environmental, Legal, Industry
b. Political, Economic, Social, Technological, Environmental, Legal, Industry
c. Political, Economic, Social, Technetronic, Environmental, Legal, Industry
d. Political, Economic, Sectional, Technetronic, Environmental, Legal, Industry

17. What is HRM in Event Management? (3 points)

a. Host, Review, Maximize
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MKTG391 Final Exam Student Name: ______________________________
Spring 2023 Student Number: ____________________________
Professor FOX
b. Help, Receive, Manage
c. Human, Resource, Management
d. None of the above
18. Internal communications must be given the same amount of thought and creativity as
external communications. (3 points)
a. True
b. False
19. It is perfectly acceptable to produce an event without any contracts. (3 points)
a. True
b. False
20. What are the four legal categories of intellectual property? (3 points)
a. Copyrights, patents, trademarks, and trade secrets
b. Copyright, patents, trademarks, and events
c. Copyright, patents, trademarks, and sponsors
d. Copyright, patents, trademarks, and producers

21. The ________ provides an outline of tasks, interdependencies of content, processes and
priorities. (3 points)
a. Checklist
b. Work breakdown structure
c. Portfolio
d. Project outline
22. What shifts the risk the hotel or other facility takes that the event professionals may not fill
its contracted room block? (3 points)
a. Attribution Clause
b. Alteration Clause
c. Attrition Clause
d. None

23. Carefully developing and carrying out a plan of action to achieve a vision or goal is? (3 points)
a. Strategic Plan
b. Strategy
c. Process
d. Event

24. What are the major sources for event revenue? (3 points)
a. Sales, Attendee Registration, Exhibit Sales, Advertising, Sponsorships
b. Sales, Attendee Gifts, Exhibit Sales, Marketing, Sponsorships
c. Sales, Sponsors, Exhibitors, Marketers, Donations
d. Sponsors, Exhibitors, Donations, Sponsors, Marketers

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MKTG391 Final Exam Student Name: ______________________________
Spring 2023 Student Number: ____________________________
Professor FOX
25. Imagine you are the mayor of a big city and you are in charge of deciding whether to give
public funding to a sports event. What would be your criteria? How would you decide if this
is a good use of the public’s money? Use examples, and be clear. Your answer should be
around 300 to 500 words. (20 points)

If I was the mayor of a big city and I had to decide to give public funding to a sports event, I
would have to take in consideration several aspects.
Firstly, I would consider the economic impact of the event. It should be able to bring a good
amount of profit to my city, it might depend on the size or importance of the event, but it
should increase tourism for example, for people from outside to attend the event.
The other aspect that I would consider is the reach of the audience. In order to increase the
economic impact as I said, the event should have a big audience, that would increase the
exhibition of the city. And an example to take in consideration is if the event is hosting some
type of celebrity, or if it has a certain importance that would attract people from different
areas of the country, or the world.
Another thing I would consider is if the event objective meets with the values of the city. My
city might have values such as healthiness, sustainability, well-being, inclusivity, etc. And the
event should be able to align with those values, since it is a sporting event, it would probably
be considered because of the idea of promoting healthy activities.
And related to that, the other point to take into consideration is the measurable outcomes.I
would want the event to have measurable outcomes, so that the success of the event as well
as the impact that it had on the city could be determined. That can be measured by the
number of people who are going to attend the event, the media coverage, the return on
investment, etc.
All of these aspects I would take into consideration before giving public funding to a sports
event in the city. The decision would be based on all of the benefits it would offer to the city,
as well as the costs that would take.