다음 글의 내용을 한 문장으로 요약하고자 한다. 빈칸 (A), (B)에 들어갈 말로 가장 적절한 것은?
We cannot predict the outcomes of sporting contests, which vary from week to week. This heterogeneity is a feature of sport. It is the uncertainty of the result and the quality of the contest that consumers find attractive. For the sport marketer, this is problematic, as the quality of the contest cannot be guaranteed, no promises can be made in relations to the result and no assurances can be given in respect of the performance of star players. Unlike consumer products, sport cannot and does not display consistency as a key feature of marketing strategies. The sport marketer therefore must avoid marketing strategies based solely on winning, and must instead focus on developing product extensions such as the facility, parking, merchandise, souvenirs, food and beverages rather than on the core product (that is, the game itself).
*heterogeneity: 이질성(異質性)
Sport has the essential nature of being ____(A)____, which requires that its marketing strategies ____(B)____ products and services more than just the sports match.