The Consumer & Sports Products Sports & Entertainment Marketing Mrs. Wilson

Sports Consumer Any person who may play, officiate, watch, or listen to sports, or read, use purchase, and/or collect items related to sports Hundreds of thousands are sports consumers

Consumer Decisions & Factors Environmental factors can include family and friends; society’s attitude and values; cultural differences related to earnings, class, race or gender; climate and region of choice and marketing influences such as commercials Individual factors includes self-concept or self- image. NFL researchers have found that 60% of fans of any sport say they became fans by the age of 11; money is an individual factor.

Sports Products Goods, services, ideas, or a combination of those things related to sports that provide satisfaction to the consumer Sports products can also be “athletes” Types of products Events, information, training, goods, memorabilia

Is there a difference between goods and services? Services, such as providing a game to be watched, are produced by the players and consumed by the spectators simultaneously. There is no formal channel of distribution. Goods, such as a baseball bat, must be produced and sent to a retailer to sell. This requires careful planning and managing.

Tangible Products Physical goods that offer benefits to the consumer Usually bought or purchased at retailing outlets Examples: Shoes, cards, hot dog, soda, souvenirs

Characteristics of Quality Goods Performance How well does the product perform? Features Does the product offer additional benefits? Conformity to specs Are there many reports of defects? Reliability Does the product perform with consistency? Serviceability Is the service system efficient and convenient? Aesthetic design Does the product look and feel high quality?

Intangible Product Non-physical service such as tennis lessons, personal training or sports camps

Quality of Service Reliability Ability to perform promised services Assurance Knowledge and courtesy of employees and their ability to convey trust and confidence Empathy The caring, individualized attention provided by the professional sports franchise Responsiveness Willingness to help customers and provide prompt service Tangibles Appearance of equipment and venue

Product Line & Product Mix Product Line Group of closely related products manufactured and/or sold by a company These products satisfy a class of needs and may be used together Product Mix Total assortment of products that a company makes and/or sells

HANDOUT! COMPLETE THE HANDOUT!!!