The Marketing Mix

The 4’Ps of Marketing Product Price Place Promotion

product item specific model or size of a product Example: A specific model of athletic shoe would be called a product item. The entire group of a manufacturer’s athletic shoes would be called a product line.

Consumer goods goods purchased and used by the ultimate consumer for personal use (Keon purchasing a basketball) Business goods goods purchased by organizations for use in their operations (i.e. bats for a baseball team) Point of difference a unique product characteristic or benefit that sets it apart from a competitor

Steps in New Product Development focus group a panel of six to ten consumers who discuss opinions about a topic under the guidance of a moderator SWOT analysis (strengths, weaknesses, opportunities, and threats) commercialization process that involves producing and marketing a new product

Product Life Cycle The four stages in the product life cycle are: Not all products fit the life-cycle pattern.

The Sports Consumer Environmental factors Individual factors The two categories that affect the sports consumer’s decision to spend money on or participate in sports are: Environmental factors Family, friends Society’s attitudes and values Cultural differences Climate and region Marketing influences Individual factors Self-concept or self-image Physical characteristics Learned characteristics Motivation and attitude

Sports Products the goods, services, ideas, or a combination of those things related to sports that provide satisfaction to a consumer provide the consumer with satisfaction, entertainment, sociability, and achievement.

Sports Products People who share in the process of marketing sports products include owners, sponsors, communication firms, city governments, taxpayers, and consumers.

Types of Sport Products tangible products physical goods that offer benefits to the consumer Following can be classified as goods or services or both: Sporting events Sports information Sports training Sporting goods