1. CHAPTER 4: SPORTS PRODUCTS
Sports & entertainment marketing

2. 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

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

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

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

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

7. 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)

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

9. DEMOGRAPHICS
Age
Income
Gender
Education

10. GEOGRAPHICS
WHERE?
WHY?
HOW?

11. 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?

12. 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

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

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

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

16. 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

17. 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)

18. 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)

19. 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!!!

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

21. 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

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

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

24. SUPERBOWL PLAYERS ARENA
GAMES ENDORSEMENTS IMAGE TICKETS MACOTS PROGRAMS

25. 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

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

27. 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.