1. Defining the Product Offering MKT 3865 Dr. Don Roy

2. What is a product?

3. How Does a Business Grow? Products Markets New Existing Market Development Market Penetration Diversification Product Development

4. The Sports Product Tangible Product Intangible Service Live ExperienceDigital Experience Personalities Product Portfolio

5. What are the 3 levels of a product?

6. Levels of a Product Core Product Benefits Provided Actual Product Characteristics or Attributes Augmented Product Value Added Features Source: Based on Gary Armstrong and Philip Kotler (2011), Marketing: An Introduction, 10 th edition, Upper Saddle River, NJ: Prentice Hall.

7. Which of the 3 levels of a product has the greatest potential to be used to differentiate a sports product from its competition? Why?

8. Augmented Product Adds Value for College Football Game Attendees Actual Product Element Augmented Product Element Value Added Parking LotReserved lots; Trolley service; Tailgating areas Convenience, socialization Seating AreaSuites, club seats, chair- back seats Exclusivity, comfort ConcessionsRestaurantsQuality, variety ScoreboardHD video scoreboardsEntertainment, aesthetics HalftimeHalftime contestsEntertainment, involvement Home TeamPre-game team “walk”Excitement, access

9. XFL: Dissecting the Product Actual Product Mix of NFL/non-NFL markets “Scramble” replaced coin toss No PAT kicks “No fair catch” rule Game winning bonus for players

10. Augmented Product On-field cameras Coaches and locker rooms “miked” “He Hate Me” Racy cheerleaders XFL: Dissecting the Product

11. What are 4 influences on the adoption of an innovation by consumers?

12. Influences on Innovation Adoption Relative advantage Point of difference compared to status quo Compatibility Congruent with consumers’ desires and behaviors Complexity Ease of learning Trialability Do incentives exist for sampling or first use?

13. XFL Post Mortem Debut season – 2001 Last season – 2001 Why did the XFL fail?

14. Using New Products to Drive Growth 1.Expand existing customer relationships 2.Attract new customers in existing markets 3.Enter new markets

15. Growth-by-Product Examples Leverage Existing Relationships New Customers / Existing Markets Enter New Markets