Deck 4: Sport Brands and Products

Question 1

Define the terms core product and product extension and provide a sporting example of each.

Answer 1

Core product is the single main product being delivered (e.g., the playing of the game at a baseball game). Product extension refers to activities or services related to the core product (e.g., food and beverages provided at a baseball game).

Question 2

Which four things distinguish a service from goods? Provide a brief explanation of each.

Answer 2

The four factors distinguishing a service from goods are:
1. intangibility;
2. simultaneous production and consumption;
3. heterogeneity;
4. perishability. Provide an explanation of each.

Question 3

Briefly describe the four stages of the PLC and give an example of a sport product/service.

Answer 3

Describe introduction, growth, maturity and decline, and provide an example of each.

Question 4

What is the difference between a line extension and a brand extension? Provide an example of each.

Question 5

From the perspective of a sports franchise, describe one positive and one negative aspect of televising live games relating to consumption.

Question 6

When establishing a competitive position, which of the following could refer to physical design?

A) Changes to the rules of a sport
B) The physical setting for service delivery
C) Protocol for service delivery
D) Changes to the surroundings (e.g., venue)
E) All of the above

Question 7

In the context of product development, what does PLC stand for?

A) Positioning life cycle
B) Production life cycle
C) Product life cycle
D) Public limited company
E) Perishable life cycle

Question 8

Which of the following labels describes this variation of the PLC curve?

A) Slow adoption
B) Fast adoption
C) Fad
D) Revitalised product
E) Short consumption

Question 9

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

A) Competence
B) Responsiveness
C) Understanding the customer
D) Intangibles
E Courtesy

Question 10

According to Sports Business, approximately how much money did Major League Baseball make in licensing fees in 2019 (USD)?

A) $5.5 billion
B) $3.2 billion
C) $1.3 billion
D) $100 million
E) $3.3 billion