Sports product concepts
After completing this chapter, you should be able to:
• Define sports products and differentiate between goods and services.
• Explain how sports products and services are categorized.
• Define branding and discuss the guidelines for choosing an effective brand name.
• Discuss the branding process in detail.
• Examine the advantages and disadvantages of licensing from the perspective of the licensee and licensor.
• Identify the dimensions of service quality and goods quality.
• Define product design and explain how product design is related to product quality.
Think about attending a Major League Baseball game at Wrigley Field in Chicago. Inside the stadium you find vendors selling game programs, ...
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