Question 1

In terms of brand leveraging strategies,brand licensing is a good approach for which method of connecting target markets with product innovations?

Accepted Answer

A)  expanding existing customer relationships
B)  locating former customers
C)  breaking into new markets
D)  attracting new customers in existing markets

Question 2

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.

Accepted Answer

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

Question 3

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

Accepted Answer

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

Question 4

Common support services for sports teams include the following except

Accepted Answer

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

Question 5

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

Accepted Answer

A) True 
 B)False

Question 6

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

Accepted Answer

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

Question 7

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

Accepted Answer

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

Question 8

The rate of failure for new products is between ________ percent

Accepted Answer

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

Question 9

The following statements about augmented products are true except that they

Accepted Answer

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 10

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

Accepted Answer

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

Question 11

Which strategy for connecting target markets with product innovations is most likely the riskiest?

Accepted Answer

A)  expanding existing customer relationships
B)  locating former customers
C)  breaking into new markets
D)  attracting new customers in existing markets

Question 12

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

Accepted Answer

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

Question 13

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

Accepted Answer

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 14

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

Accepted Answer

A) True 
 B)False

Question 15

Which types of innovations are considered revolutionary?

Accepted Answer

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

Question 16

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

Accepted Answer

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

Question 17

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.

Accepted Answer

A) True 
 B)False

Question 18

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

Accepted Answer

A) True 
 B)False

Question 19

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

Accepted Answer

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

Question 20

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

Accepted Answer

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

Exam 6: Defining the Product Offering

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

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

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.

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

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.

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

The following statements about augmented products are true except that they

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

Which types of innovations are considered revolutionary?

Correct AnswerverifiedShow Answer

Which strategy for connecting target markets with product innovations is most likely the riskiest?

Correct AnswerverifiedShow Answer

Common support services for sports teams include the following except

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

In terms of brand leveraging strategies,brand licensing is a good approach for which method of connecting target markets with product innovations?

Correct AnswerverifiedShow Answer

The rate of failure for new products is between ________ percent

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

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