Sports Marketing Ch6 Part III Question Preview (ID: 24801)


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Translating product levels into managerial decisions involves the following except
a) action
b) adaptation
c) experimentation
d) understanding

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) experiment
b) take action
c) adapt
d) understand

The definition of innovation applied to sports products is the ability to
a) deliver new value to a customer
b) deliver new value to a sports brand
c) generate revenue quickly
d) generate revenue at a profit

Continuous and dynamically continuous innovations are considered evolutionary because they
a) entail relatively minor changes or adaptation of existing products
b) are relatively easy to market to consumers
c) can generate additional revenue with minimal financial investments
d) can be potential game changers if accepted by consumers and the industry

Discontinuous innovations are considered revolutionary because they
a) can be potential game changers if accepted by consumers and the industry
b) are relatively easy to market to consumers
c) can generate additional revenue with minimal financial investments
d) entail relatively minor changes or adaptations of existing products

In sports, an example of a ________ is the Ultimate Fighting Championship (UFC).
a) discontinuous innovation
b) continuous innovation
c) dynamically discontinuous innovation
d) dynamically continuous innovation

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) compatibility
b) flexibility
c) relative advantage
d) complexity

For innovations in sports, an excellent way to encourage trial usage is to use
a) sampling
b) advertising
c) demonstrations
d) live events

Alexis has been charged with the responsibility of marketing a product innovation. The logical starting place is
a) expanding existing customer relationships
b) locating former customers
c) breaking into new markets
d) attracting new customers in existing markets

In terms of brand leveraging strategies, Kristen has decided to market her women's basketball team by reaching out to fans of men's basketball. This illustrates which approach of connecting target markets to product innovations?
a) attracting new customers in existing markets
b) expanding existing customer relationships
c) locating former customers
d) breaking into new markets

Which strategy for connecting target markets with product innovations is most likely the riskiest?
a) breaking into new markets
b) expanding existing customer relationships
c) locating former customers
d) attracting new customers in existing markets

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