Sports and Entertainment Marketing The Marketing Mix Copyright © Texas Education Agency, All rights reserved.

Copyright and Terms of Service Copyright © Texas Education Agency. The materials found on this website are copyrighted © and trademarked ™ as the property of the Texas Education Agency and may not be reproduced without the express written permission of the Texas Education Agency, except under the following conditions: 1)Texas public school districts, charter schools, and Education Service Centers may reproduce and use copies of the Materials and Related Materials for the districts’ and schools’ educational use without obtaining permission from the Texas Education Agency; 2) Residents of the state of Texas may reproduce and use copies of the Materials and Related Materials for individual personal use only without obtaining written permission of the Texas Education Agency; 3) Any portion reproduced must be reproduced in its entirety and remain unedited, unaltered and unchanged in any way; 4) No monetary charge can be made for the reproduced materials or any document containing them; however, a reasonable charge to cover only the cost of reproduction and distribution may be charged. Private entities or persons located in Texas that are not Texas public school districts or Texas charter schools or any entity, whether public or private, educational or non-educational, located outside the state of Texas MUST obtain written approval from the Texas Education Agency and will be required to enter into a license agreement that may involve the payment of a licensing fee or a royalty fee. 2 Copyright © Texas Education Agency, All rights reserved.

Product  Complex blending of tangible and intangible parts tangible parts-physical features that can be seen and felt intangible parts-nonphysical service features 3 Copyright © Texas Education Agency, All rights reserved.

Product Mix  Product’s final form and total assorted features (brand, name, various products offered under the brand, and packaging) 4 Copyright © Texas Education Agency, All rights reserved.

Product Extension  Items added to a product to make it more attractive to the target market, including guarantees, warranties, and instructional information 5 Copyright © Texas Education Agency, All rights reserved.

Basic vs. Enhanced Product  Athletic shoes are a basic product constructed for support and safety to avoid injuries during sports.  Cross-trainer shoes are enhanced running shoes that are good for walking, hiking, running, biking, and other amateur sports. 6 Copyright © Texas Education Agency, All rights reserved.

Basic vs. Enhanced Product  Basic seating may be the bleacher seats in the end zone with no back supports.  Product enhancements would include individual seats with back supports located on the 50-yard line and seats located in an air- conditioned suite or sky box. 7 Copyright © Texas Education Agency, All rights reserved.

Product Line  Group of similar products with slight variations to satisfy different needs of consumers.  Soft drinks (regular, caffeine free, diet)  Television sets from 5-inch screens to 60-inch screens  Travel packages ranging from weekend getaways to vacations that last a week or longer 8 Copyright © Texas Education Agency, All rights reserved.

Packaging  Ease of use  Safety  Consumer attraction  Accessibility  Environmental friendliness 9 Copyright © Texas Education Agency, All rights reserved.

Brand  Name, symbol, word, design, or combination of these elements that identifies a product, service, or company  Trademark-the legal protection of words and symbols used by a company  Licensed brand-well-known name and/or symbol established by one company and sold for use by another company to promote its products 10 Copyright © Texas Education Agency, All rights reserved.

Levels of Brand Recognition  Non-recognition  Rejection  Recognition  Preference  Insistence 11 Copyright © Texas Education Agency, All rights reserved.

The Product Life Cycle  Introduction Stage  Growth Stage  Maturity Stage  Decline Stage 12 Copyright © Texas Education Agency, All rights reserved.

Positioning a Product  Differentiating the company’s products or services from its competitors’ products or services  Involves status, price, brand recognition, and other factors  Making comparisons to the competition to point out differences in the products  Celebrity endorsements (NIKE-Michael Jordan) 13 Copyright © Texas Education Agency, All rights reserved.