Deck 7: Sports Product Concepts

Question 1

_____ is the value that the brand contributes to a product in the sport marketplace.

A) Brand equity
B) Brand image
C) Brand awareness
D) Branding loyalty
E) None of the above

Answer 1

A

Question 2

The total assortment of product lines that a sport organization (Nike,Reebok,Wilson)sells is the _____.

A) product characteristics
B) product brand
C) product mix
D) product trademark
E) product line

Answer 2

C

Question 3

According to the text,a brand mark can also be known as the _____ or _____.

A) logo; logotype
B) product; service
C) mix; line
D) model; trend
E) none of the above

Answer 3

A

Question 4

Licensing allows one company to use the _____ of another.

A) stadium
B) trademark
C) marketing manager
D) service reliability
E) both a and b

Question 5

A sports service is usually defined as a tangible,physical product.

Question 6

If a team won every game,this would best exemplify _____.

A) tangibility
B) perishability
C) standardization
D) separability
E) none of the above

Question 7

Which of the following is the sports marketer's best defense/strategy to combat the intangible nature of sports?

A) Highlight the competition.
B) Discuss the great ushers and stadium personnel.
C) Highlight the stadium factors or sportscape.
D) Discuss the great athletes on the team.
E) none of the above

Question 8

Which of the following is the best team nickname,given the guidelines discussed in the text?

A) Washington Redskins
B) Fighting Illini
C) Houston Rockets
D) San Diego Spirit
E) Colorado Mammoth

Question 9

Sports products,in general,tend to _____.

A) be more goods oriented
B) be more ideas oriented
C) be more services oriented
D) possess characteristics of both people and products
E) possess characteristics of both goods and services

Question 10

Product design for sports products includes _____.

A) aesthetics, style, and functionality
B) aesthetics, style, and color
C) style, functionality, and usefulness
D) aesthetics, usefulness, and color
E) none of the above

Question 11

Branding is a name,design,symbol,or any combination that a sports organization uses to help differentiate its products from its competitors.

Question 12

A(n)_____ identifies that a sports organization has legally registered its brand or brand mark and thus prevents others from using it.

A) prototype
B) sport product
C) image
D) trademark
E) both a and b

Question 13

The _____ interact(s)with each other to produce the total product and include(s)branding,quality,and design.

A) product mix
B) product line
C) product trademark
D) product characteristics
E) none of the above

Question 14

Brand loyalty is one of the most important concepts for the sports marketers because it refers to repeat purchases of one brand over others.

Question 15

The first step in the sport branding process is brand image.

Question 16

When the athletic-shoe chain,Athlete's Foot,demonstrates the quality of good (Reebok)compared to the quality of service (sales associate),this would be an example of _____.

A) perishability
B) separability
C) tangibility
D) standardization
E) both a and c

Question 17

According to the text,the sports product characteristics include branding,quality,and design.

Question 18

Branding is used to _____.

A) differentiate a brand from its competitors
B) increase tangibility
C) avoid trademark infringement
D) increase trademark blending
E) protect players from getting lost in the dark

Question 19

Which of the following is NOT a dimension of service quality?

A) tangibles
B) responsiveness
C) empathy
D) durability
E) assurance

Question 20

According to the sport goods-services continuum,a pure good would be a basketball,football,or golf equipment and a pure service would be a football game or golf tournament.

Question 21

List and describe the four steps in the branding process for a sport product.

Question 22

From the sports marketing perspective,the consumer's perception of product quality is of primary importance.

Question 23

Describe how the branding process would be used for a newly formed team in the National Basketball Association.

Question 24

List and discuss the three characteristics of the sport product.

Question 25

List and describe the five dimensions of TEAMQUAL.

Question 26

In 2006,sales of licensed sports products for Major League Baseball,NFL,NBA,colleges,and NASCAR totaled more than $50 billion.

Question 27

Describe how TEAMQUAL would be useful to an expansion franchise of a AA minor league baseball team.

Question 28

Licensing is a contractual agreement whereby a sport organization may use another sport organization's trademark in exchange for a royalty fee.