1. The Marketing Mix

2. The 4’Ps of Marketing
Product
Price
Place
Promotion

3. 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.

4. 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

5. 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

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

7. 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

8. 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.

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

10. 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