Chapter 6

Question 1

What are 2 options in which we can grow our business?

Answer 1

1. By entering new customer markets
2. By producing/launching new products

Question 2

What type of products does product portfolio in sports & events consists of?

Answer 2

• Intangible service
• Digital Experience: Broadcasts/apps/internet
• Personalities: players, coaches, broadcasters, executives
• Live events/experience
• Tangible product

Question 3

What are the 3 levels of product (from inside out)

Answer 3

• Core Product- benefits provided
• Actual product- characteristics or attributes
• Augmented product - value-added features

Question 4

Explain the first level of products (core product).

Answer 4

1. Benefits from consumption
2. Why do customers use the product?
   • Entertainment
   • Escape
   • Vicarious experience
   • Athletic competition

Question 5

Give 5 examples of the actual product (2nd level) features for baseball game.

Answer 5

• Two teams
• Baseball field
• Nine innings
• Umpires
• Unique features

Question 6

Give 5 examples of the actual product (2nd level) features for sponsorship.

Answer 6

• Signage (oznakowanie)
• Advertising
• Event tickets
• Hospitality areas
• Brand associations

Question 7

What are the augmented product features and what is their role?

Answer 7

Augmented products are the features that enhance value. They improve product quality and differentiate a brand (eg get uninterested people to participate).

Question 8

Give 5 examples of 1 & 2 level features & added value for an icehockey/football game as a product.

Answer 8

(Actual product element / augmented p. el. / value added)
- parking lot / reserved lots, trolley service, tailgating areas / convenience, socialisation
- seating area / suites, club seats, chair-back seats / exclusivity, comfort
- concessions (stand - alone stand where food is sold) / restaurants/ quality, variety
- scoreboard/ HD video scoreboards / entertainment, aesthetics
- halftime/ halftime contests / entertainment, involvement