chapter 14 Place or Product Distribution

Objectives To understand distribution as it relates to the marketing process and the place application of the five Ps To understand the theory of place as it relates to sport To recognize the importance of the venue and facility in sport marketing To understand the elements of marketing channels and their application to tickets and retail products

Place (Distribution) The activities associated with transferring goods from producers to final buyers and users. Sport is unique because it is produced and consumed at the same time. –NFL game –Marathon or fitness club Sport is unique because it is perishable. –NFL games are over. –Marathon is over in 2 to 5 hours; workouts last 1 hour.

Range of Product Elements That Require Distribution by a Typical Sport Team The live event itself Tickets to the live event Concessions The image of the live event via media Players and coaches via personal appearances Merchandise and memorabilia

Strategies to Grow a Sport Schedule competitions in new markets. Reach out and touch somebody. Support the growth of grassroots activity. Recognize and respect national, regional, and local culture.

The Ensemble Landscape Artifacts History and memories Ideologies Experiences Aesthetics Problems

Effective Distribution Providing the product the customer wants Where they want it When they want it How they want it

The Facility Image Appearance of facility Amenities offered Personnel Consumer opinion –What are their wants and needs? –Is it a good experience or bad experience? –Where are they coming from? –How were they treated? –What do they do before and after the game?

The Sport Facility External accessibility –Psychological and actual time –Measures of driving time Drawing radius or location –Demographics –Duration and frequency of the event –Emotional commitment –Perception of quality Parking –1 spot for 3.3 people Surrounding area –Design –Politics –Sense of safety

Sport Facility Design Easy access and exit to facility Access and sight lines for disabled Location and number of concessions and amenities Provisions for crowd management, flow, and control Flexibility versus dedicated usage Aesthetics

Amenities: Convergence Toward the “Sports Mall” Big screens and electronic message centers and sound systems Connectivity Upscale food and drink Special zones for networking and interactivity Club seating and luxury boxes VIP parking Extras and uniqueness

Personnel Training (knowledge, customer service) Personal qualities Sense of responsibility Reflection of the organization

Market Research and Place Evaluate consumer opinion Likes Dislikes What would they like to see? How did you get there? With whom did you come? What other events do you go to? Why?

Marketing Channels Manufacturers (M) Wholesalers (W) Jobbers (J) Retailers (R) (continued)

Marketing Channels (continued) Traditional channel for hard goods M → W → J → R → C Professional sport team M ↔ C Televised sporting event M ↔ C = Event → Media → C

Retail Sport Operations Repeat purchases based on these factors: Convenience Variety or selection Quality of goods Sales personnel’s courtesy and knowledge Integrity Service offered Value offered

Considerations for Product Distribution Expertise Cost Control Adaptability

Ticket Distribution Box office at place Team retail outlet Internet Partnerships with ticket firms Partnership with other retail outlets Telethon Payroll deductions with selected companies Television Home delivery Ticket exchange Scalpers

The Product–Place Mix Effective and efficient tool for analyzing available channels Helps conceptualize different arrays Aids creativity