Deck 6: Defining the Product Offering

Question 1

Amy really likes the new uniforms worn by the Miami Marlins baseball players.This is an example of the ________ component of the product.

A)intangible
B)live experience
C)tangible
D)personalities

Answer 1

C

Question 2

In the case of sports teams,the service that is delivered is sports entertainment.

Answer 2

True

Question 3

The more complex an innovation,the less likely consumers will adopt it and the riskier it is for a sports property.

Answer 3

True

Question 4

Live streaming of games and events is being offered on the Internet in both free and for-pay business models.

Question 5

A restaurant instead of regular concession stands at a sports property adds value in the form of quality and food variety,and it represents an augmented product offering.

Question 6

To make an innovation relevant,marketers can use such words as "unique,new,or improved" to convey that the innovation is actually real.

Question 7

The most common definition of product is that it is the tangible aspect of an exchange between a buyer and seller.

Question 8

For a sports property,the tangible component of the product that is offered to consumers is the

A)game experience
B)stadium or arena where games are played
C)television broadcast of the game
D)team's official website

Question 9

The following would be classified as services except

A)sports leagues
B)sports teams
C)sports facilities
D)sports organizations

Question 10

In sports marketing,the term product is used to describe all of the following except a(n)

A)price point
B)intangible service
C)digital experience
D)personal identification

Question 11

Sponsorships are a tangible element of the product marketed by sports properties.

Question 12

For sports marketing,an innovation is defined as the ability to deliver new value for a sports brand.

Question 13

An innovation is relevant only if it is relevant to the sports property.

Question 14

The benefits provided by a product are considered part of the actual product.

Question 15

A fireworks show after a minor league baseball game is an example of the core product.

Question 16

In terms of new product development,firms have two options: 1)find new customer markets to serve or 2)develop new products to offer current markets.

Question 17

The best starting point for a sports property to consider in connecting consumers with production innovations is introducing new products to new customer markets.

Question 18

While consumers control the acceptance or rejection of a product innovation,managers can develop product offerings and corresponding marketing mix decisions to improve the odds of a successful adoption.

Question 19

Broadcasters inject their own personalities into fans' experiences of listening or watching sporting events and therefore can be effective in marketing campaigns.

Question 20

For innovation adoption,stimulating product trial,or first-time use,is a major task facing marketers.

Question 21

Which of the following is most likely considered the next frontier of digital sports products?

A)smartphone apps
B)game broadcasts
C)internet content
D)online advertising

Question 22

Sports apps for smartphones and tablets are being used by fans in the following ways except

A)accessing digital sports content
B)playing fantasy sports
C)accessing online sports ads
D)receiving updates of sports events

Question 23

The levels of a product include the following except

A)intangible product
B)augmented product
C)actual product
D)core product

Question 24

Common support services for sports teams include the following except

A)foodservice staff
B)coaches
C)security staff
D)janitors

Question 25

Personalities associated with a sports property include the following except

A)coaches
B)broadcasters
C)executives
D)fans

Question 26

At the heart of service delivery for a sports teams is

A)sponsorships
B)the facilities
C)a live experience
D)a digital experience

Question 27

In the next advertising campaign,Travis plans to focus on the characteristics or attributes of the sports team for which he is marketing director.This is an example of the ________ product level.

A)intangible
B)augmented
C)actual
D)core

Question 28

While all the personalities associated with a sports property can be part of a marketing campaign,the strongest brand asset is the

A)coaches
B)broadcasters
C)executives
D)players

Question 29

From the viewpoint of fans,digital experience products include the following except

A)game broadcasts
B)smartphone apps
C)Internet content
D)online advertising

Question 30

The most common tangible element of a sponsorship agreement is

A)sponsor signage at the stadium
B)mention of the sponsor's name by the announcers
C)the sponsor's name mentioned in advertising
D)the sponsor's name on the team's website

Question 31

In the next advertising campaign,Jeff plans to focus on the value-added features of the sports team for which he is marketing director.This is an example of the ________ product level.

A)intangible
B)augmented
C)actual
D)core

Question 32

How do smartphone apps primarily benefit sports properties?

A)additional revenue
B)lower costs
C)more control over content
D)fan engagement

Question 33

The following can be used by the Miami Heat basketball team to make the service more tangible except the

A)facilities
B)digital experience
C)players' uniforms
D)game outcome

Question 34

Digital products benefit consumers by giving them

A)greater connectivity with their favorite sports,teams and players
B)no-cost avenues to follow sports
C)access to information that is not made public on TV and radio
D)access to players

Question 35

Perhaps the most marketable product component a sports property can leverage is the

A)intangible service
B)live experience
C)tangible product
D)personalities

Question 36

In the next advertising campaign,Erin plans to focus on the benefits provided by the sports team for which she is marketing director.This is an example of the ________ product level.

A)intangible
B)augmented
C)actual
D)core

Question 37

Because of the risks involved in using star players in an advertising campaign,a tactic being utilized by sports properties is to use

A)multiple players
B)retired or former players
C)players that have signed a long-term contract
D)players that are good,but not the stars of the team

Question 38

One avenue in which smartphone apps can generate revenue for a sports property is through

A)ticket sales
B)lowering facility costs
C)allowing sponsors access to fans
D)selling licensed merchandise

Question 39

What is the least risky aspect of creating marketing programs around individual players?

A)The player is injured and does not play for a period of time.
B)The player exhibits embarrassing or illegal personal behavior.
C)The player fails to come across well in a television advertisement.
D)The player is traded or signs with another team as a free agent.

Question 40

Because of Jeremy's job,he cannot always attend Denver Broncos football games or watch them on TV.Which of the following would most likely enable Jeremy to watch ongoing Broncos games from his computer at work?

A)smartphone apps
B)live streaming
C)fantasy sports sites
D)sports blogs

Question 41

To boost attendance at the Minor League Baseball games,Anna has booked musical concerts for 5 different games.This is an example of the ________ product level.

A)intangible
B)augmented
C)actual
D)core

Question 42

Translating product levels into managerial decisions involves the following except

A)action
B)adaptation
C)experimentation
D)understanding

Question 43

Anna is responsible for developing a new advertising campaign for a football team.She believes focusing on the fun and excitement of being in the stands with other fans will appeal to consumers and encourage them to attend.This is an example of the ________ product level.

A)intangible
B)augmented
C)actual
D)core

Question 44

Translating product levels into managerial decisions is an important exercise for marketers.When it comes to the augmented level of a product,marketers must be willing to

A)take action
B)adapt
C)experiment
D)understand

Question 45

For sponsorships,the actual product features may include the following except

A)signage at the game or event
B)event tickets
C)sponsors watching the game with customers
D)client or employee hospitality events

Question 46

Maria is responsible for developing a new advertising campaign for a football team.She believes focusing on the various social reasons for attending games will draw more fans.This is an example of the ________ product level.

A)intangible
B)augmented
C)actual
D)core

Question 47

The following statements about augmented products are true except that they

A)provide marketers with the flexibility to create exceptional experiences
B)are required for a product to function properly
C)usually improve quality
D)can differentiate a brand from its competitors

Question 48

In terms of the levels of a product,marketers have the least flexibility to engage fans and boost attendance at events with the ________ level.

A)intangible product
B)augmented product
C)actual product
D)core product

Question 49

Translating product levels into managerial decisions is an important exercise for marketers.________ is a managerial response to the actual product.

A)Action
B)Adapt
C)Experiment
D)Understand

Question 50

Translating product levels into managerial decisions is an important exercise for marketers.________ refers to having an awareness of why consumers buy and use a product.

A)Specialize
B)Adapt
C)Experiment
D)Understand

Question 51

In terms of using the levels of a product to create customer value,the ________ level influences the satisfaction of customer need states.

A)intangible product
B)augmented product
C)actual product
D)core product

Question 52

Sports marketers are constrained in managing the ________ and therefore must adapt to the rules of the game or sport.

A)intangible product
B)augmented product
C)actual product
D)core product

Question 53

In terms of the levels of a product,marketers have the most flexibility to engage fans and boost attendance at events with the ________ level.

A)intangible product
B)augmented product
C)actual product
D)core product

Question 54

In terms of using the levels of a product to create customer value,the ________ level provides the extras that sports marketers include to increase fan engagement and excitement.

A)intangible product
B)augmented product
C)actual product
D)core product

Question 55

Dylan believes by adding a tailgating area near the college football stadium,attendance at games and fan involvement will increase.This is an example of the ________ product level.

A)intangible
B)augmented
C)actual
D)core

Question 56

To be successful with sports marketing,marketers must be willing to take some risks and experiment with marketing the

A)intangible product
B)augmented product
C)actual product
D)core product

Question 57

The goal of managing the ________ is to understand why consumers make a sports consumption decision and to develop insights into the outcomes customers wish to attain from buying and consuming sports.

A)intangible product
B)augmented product
C)actual product
D)core product

Question 58

In terms of using the levels of a product to create customer value,the ________ level is involved in the delivery of the product.

A)intangible product
B)augmented product
C)actual product
D)core product

Question 59

The following are examples of augmented product offerings at a football game except

A)concessions
B)HD video scoreboards
C)halftime shows and contests
D)suites and club seats

Question 60

Which of the following consists of the features that enhance the value that buyers receive from consuming a sporting event?

A)intangible product
B)augmented product
C)actual product
D)core product

Question 61

The influences on the adoption of a new innovation include the following except

A)flexibility
B)relative advantage
C)complexity
D)compatibility

Question 62

The rate of failure for new products is between ________ percent

A)30 and 40
B)40 and 60
C)60 and 80
D)80 and 90

Question 63

New products that are relatively minor adaptations of existing products are classified as

A)continuous innovations
B)dynamically discontinuous innovations
C)dynamically continuous innovations
D)discontinuous innovations

Question 64

Most new products are ________ because minor changes or adaptations are less risky to bring to market.

A)continuous innovations
B)dynamically discontinuous innovations
C)dynamically continuous innovations
D)discontinuous innovations

Question 65

The type of innovation that would be the most complex for adoption would be

A)continuous innovation
B)dynamically discontinuous innovation
C)dynamically continuous innovation
D)discontinuous innovation

Question 66

Types of innovation include the following except

A)continuous innovation
B)dynamically discontinuous innovation
C)dynamically continuous innovation
D)discontinuous innovation

Question 67

In sports products,________ are often variations of a core product that contain too many unique attributes to be considered minor innovations.

A)continuous innovations
B)dynamically discontinuous innovations
C)dynamically continuous innovations
D)discontinuous innovations

Question 68

The expansion of arena football into a new market is an example of a

A)continuous innovation
B)dynamically discontinuous innovation
C)dynamically continuous innovation
D)discontinuous innovation

Question 69

The type of innovation that has the least amount of "new value" is

A)continuous innovation
B)dynamically discontinuous innovation
C)dynamically continuous innovation
D)discontinuous innovation

Question 70

Which types of innovations are considered revolutionary?

A)continuous innovations
B)discontinuous innovations
C)dynamically continuous innovations
D)dynamically discontinuous innovations

Question 71

Relatively few innovations can be considered truly new to the world,or a

A)continuous innovation
B)dynamically discontinuous innovation
C)dynamically continuous innovation
D)discontinuous innovation

Question 72

In sports,an example of a ________ is the Ultimate Fighting Championship (UFC).

A)continuous innovation
B)dynamically discontinuous innovation
C)dynamically continuous innovation
D)discontinuous innovation

Question 73

The types of innovations that would be considered evolutionary are

A)continuous and discontinuous innovations
B)discontinuous and dynamically discountinuous innovations
C)continuous and dynamically continuous innovations
D)dynamically discontinuous and discontinuous innovations

Question 74

The addition of instant replay in Major League Baseball would be an example of a

A)continuous innovation
B)dynamically discontinuous innovation
C)dynamically continuous innovation
D)discontinuous innovation

Question 75

Continuous and dynamically continuous innovations are considered evolutionary because they

A)are relatively easy to market to consumers
B)can generate additional revenue with minimal financial investments
C)can be potential "game changers" if accepted by consumers and the industry
D)entail relatively minor changes or adaptations of existing products

Question 76

The benefit or point of difference an innovation offers compared to an existing alternative is

A)flexibility
B)relative advantage
C)complexity
D)compatibility

Question 77

The definition of innovation applied to sports products is the ability to

A)deliver new value to a customer
B)deliver new value to the sports brand
C)generate revenue quickly
D)generate revenue at a profit

Question 78

Mark doesn't see arena football as fitting into his idea of how football should be played,so he has no desire to even go to a game.This is the ________ element of innovation adoption.

A)flexibility
B)relative advantage
C)complexity
D)compatibility

Question 79

Discontinuous innovations are considered revolutionary because they

A)are relatively easy to market to consumers
B)can generate additional revenue with minimal financial investments
C)can be potential "game changers" if accepted by consumers and the industry
D)entail relatively minor changes or adaptations of existing products

Question 80

For a new innovation to be adopted,it must possess the following characteristics of relative advantage except being

A)relevant
B)recognizable
C)resourceful
D)real