CHAPTER 4: SPORTS PRODUCTS Sports & entertainment marketing

THE SPORTS CONSUMER THE CONSUMER SUPPORTS SPORTS AND SPORTS MARKETING BY PURCHASING. A CONSUMER MAY PLAY, OFFICIATE WATCH LISTEN TO SPORTS READ PURCHASE OR COLLECT ITEMS RELATED TO SPORTS

A. CONSUMER OBJECTIONS- -INCONVENIENT TIME -DISLIKE OF THE TEAM -DISLIKE THE SPORT -TOO EXPENSIVE

HOW DO YOU OVER COME OBJECTIONS SUCH AS… TIME MONEY KNOWLEDGE QUALITY QUANTITY

B. CONSUMER DECISIONS 2 FACTORS DETERMINE A CONSUMERS WILLINGNESS TO SPEND MONEY OR PARTICIPATE IN A SPORT:

ENVIRONMENTAL FACTORS -FAMILY AND FRIENDS -SOCIETY’S ATTITUDES AND VALUES -CULTURAL DIFFERENCES (RACE/SEX) -CLIMATE AND REGION -COMMERCIALS

INDIVIDUAL FACTORS- -SELF CONCEPT -SELF IMAGE -SELF DEVELOPMENT/STAGE OF LIFE (60% OF NFL FANS SAY THEY ACTUALLY PARTICIPATED AND BECAME FANS BY AGE 11)

II. SPORTS CONSUMERS AND MARKET SEGMENTATION BREAKING DOWN A MARKET INTO SPECIFIC CHARACTERISTICS TO CREATE A TARGET MARKET: -GEOGRAPHICS -PSYCHOGRAPHICS -DEMOGRAPHICS -PRODUCT BENIFITS

DEMOGRAPHICS Age Income Gender Education

GEOGRAPHICS WHERE? WHY? HOW?

PSYCHOGRAPHICS Psychotic…psyche...psychology all lead you to think of which part of the body? Based on that body part, it controls behavior. What behaviors might encourage spending? What behaviors might encourage brand loyalty? What behaviors might encourage you to value money/time/sport?

A. MARKET SEGMENTATION SHIFTS- SPORTS CONSUMER MARKETS CAN CHANGE WHICH IS WHY PROFESSIONALS MUST CONSTANTLY CHECK CURRENT CONSUMER RATINGS First Videos on MTV Tiger Woods Commercial Demographic Shift

B. REASONS FOR SHIFTS Changes in Age, Income, Gender lead to… POPULARITY OF SPECIFIC ATHLETE OR SPORT TARGETING APPRPT. GOODS COSTS

III. SPORTS PRODUCTS GOODS, SERVICES, IDEAS, OR A COMBINATION OF THOSE THINGS RELATED TO SPORTS THAT PROVIDE SATISFACTION TO THE CONSUMER.

A. THOSE INVOLVED- -OWNERS -SPONSORS -COMMUNICATION FIRMS -CITY GOVERNMENT/TAX PAYERS -CONSUMERS

B. TYPES OF SPORTS PRODUCTS- 1. SPORTING EVENTS-CORE 2 B. TYPES OF SPORTS PRODUCTS- 1.SPORTING EVENTS-CORE 2.SPORTS INFO-MEDIA 3.SPORTS TRAINING-SERVICE 4.SPORTING GOODS-EQUIPMENT

IV. SPORTS GOODS TANGIBLE ITEMS THAT OFFER BENEFITS TO THE CONSUMER. THESE ARE PURCHASED AT RETAILERS OR AT THE ACTUAL EVENT (SODA, HOT DOGS, BEER, SOUVENIRS)

A. QUALITY OF GOODS- 2 BASIC QUESTIONS IN REGARDS TO QUALITY: DOES THE PRODUCT CONFORM TO DESIGN IN THE MANUFACTURING PROCESS? (ARE YOU GETTING WHAT YOU PAID FOR) HOW WELL DOES THE PRODUCT PERFORM ITS FUNCTION?(ATHLETIC SHOES)

B. CONSUMER PERCEPTION OF GOOD- MOST IMPORTANT B. CONSUMER PERCEPTION OF GOOD- MOST IMPORTANT!!!! IF QUALITY INCREASES, PRICE INCREASES AND YOU MAY LOSE LOYAL CUSTOMERS YOU MAY GAIN NEW CUSTOMERS!!!

V. SPORTS SERVICES INTANGIBLE OR NONPHYSICAL SUCH AS LESSONS, PERSONAL TRAINING, AND SPORTS CAMPS.

A. QUALITY OF SERVICE-THE PHRASE. TEAMQUAL WAS IDENTIFIED AS A A. QUALITY OF SERVICE-THE PHRASE TEAMQUAL WAS IDENTIFIED AS A GUIDE FOR SPORTS QUALITY FOR THE NBA. THESE DIMENSIONS INCLUDE: RELIABILITY ASSURANCE EMPATHY RESPONSIVENESS TANGIBLES

B. SERVICES MAY CONSTITUTE MORE PROFIT THAN THE ACTUAL PRODUCT B. SERVICES MAY CONSTITUTE MORE PROFIT THAN THE ACTUAL PRODUCT. EXPERIENCE IS PRICELESS!!!!!!!

VI. PRODUCT EXTENSION SPORTS PRODUCTS HAVE THE ABILITY TO GENERATE A GREATER VARIETY OF RELATED PRODUCTS THEN BASIC PRODUCTS.

SUPERBOWL PLAYERS ARENA GAMES ENDORSEMENTS IMAGE TICKETS MACOTS PROGRAMS

VII. ECONOMIC IMPACT OF SPORTS MARKETING IF THE EVENT IS SUCCESSFUL IN GETTING THE CONSUMER TO SPEND MONEY AND EXPERIENCE IS POSITIVE, PROFIT RESULTS MONEY SPENT AT/FOR A SPORTING EVENT IS DIVIDED AMONG ALL INVOLVED AND BENEFITS LOCAL ECONOMY

VIII. “THE SUNSHINE STATE” FLORIDA IS THE NUMBER ONE TOURIST DESTINATION IN THE WORLD!!! WHY??????

IX. GRASSROOTS MARKETING MARKETING AT A LOCAL COMMUNITY LEVEL. HELPS BUILD RELATIONSHIPS BETWEEN COMMUNITY AND THE TEAM WHICH CAN HELP THE ECONOMY OF AN AREA OR NEIGHBORHOOD.