1. SEM1 1.04 Product Service Management
Categories and characteristics of sport/event products

2. Categories of sport/event products.
Sport Events
Ones we participate in
Ones watch/hear, in person/on TV, radio or internet
Athletes or Entertainers
Essential for sport events / without them there are no competitions

3. Venues Fans are connected to them when: a. Colorful history
b. Special memories in community
Madison Square Garden In New York
Chicago Stadium in Chicago, IL

4. Categories of sport/event products.
Non-sport events
Concerts most popular
Festivals
Conventions
Plays or Opera
Sporting goods
Equipment- bat, helmet, cleats
Apparel – Running shorts, hats ,

5. LICENSED MERCHANDISE Any product that bears the
name or logo of a sport team
or league produced and
Distributed by an authorized
manufacturer.
Clothing is huge.
Also sold at non-sport events
Examples:
Video games
Jackets
Hats

6. Sport media Sport mediums are sport/event products. Examples:
1) TV shows and networks
2) Web sites
3) Magazines
4) Newspapers
5) Radio broadcasts

7. SPORT SERVICES Sport services Rented-goods services a. Lessons
b. Camps
c. Fitness/recreation centers
Rented-goods services
Renting a product for a period
of time
Examples:
1) Renting jet skis for a day on the lake
2) Reserving a city softball complex for your league tournament

8. SPORT SERVICES Owned-goods services Repair or change a product you own
Example:
1) Pay for tennis racket to be restrung

9. Goods vs. Services Consistency of Goods
1) Quality of a good every time you buy it
2) Example:
a) Adidas sweatshirts are comfortable all the time
b) If it’s a defect, exchange it
The Trefoil Hoody in Bloom Women’s Sweatshirts By adidas

10. Goods vs. Services Rock band Good Charlotte gives 1
Consistency of Services
Harder to guarantee
over time.
Customer Service
can be inconsistent
2) Example:
Rock band Good Charlotte gives 1
good concert and 2 bad concerts
In Charlotte

11. Goods vs. Services If product is inconsistent, market product
elements you can control.
Prices: Group sales; discounts
Atmosphere: Comfort seating; jumbo
scoreboard
Pregame and half-time shows

12. Goods vs. Services
Separability -A product’s ability to be considered apart from its provider.
Example: Justin Timberlake’s new CD. Do you
care were you buy it?
You’re able to separate the good from the
provider.
Perishability – Able to store the product.
Goods can be stored, services can not. Justin
Timberlake’s concerts are perishable.

13. Q&A Explain the concept of perishability.
Explain the concept of separability.
Is it difficult to separate a service
from its provider?
Give examples if times they have
experienced this with sport/event
products.

14. Goods vs. Services
Sport/event products can be both goods and services. For example: Join Planet Fitness you get service. You can buy sport drinks; snacks; bags and equipment

15. Characteristics of sport/event products.
Branding
The overall impression consumers get from it’s unique name, design or symbol.
Characteristics of a good brand:
Easy to recognize
Stick out from competition
Easily recognizable symbols
It’s own personality T

16. Product Name Products names should be: I. Positive II. Memorable
III. Consistent with product’s desired image

17. LOGOS Marketers brand products through logos and trademarks
Meant to be recognizable by consumers.
Example:

18. Brand Image Over time, brand awareness turns into brand image.
Brand image is the product’s “personality.”
Example: In consumers’
mindsets, Nike
symbolizes both athleticism
and personal
empowerment.

19. Brand Loyalty
Marketers want their products to have a loyal, long-lasting consumer following.
Research indicates that our loyalty to specific sport teams is greater than our loyalty to any other products we consume.

20. Unique characteristics of sport/event products.
Quality
Consumers look for quality in areas of:
Performance
Durability
Design
Reliability
Assurance
Responsiveness
Features

21. Quality
Both goods and services can be evaluated
for quality. Areas such as:
• Performance
• Serviceability
• Features
• Durability
• Reliability
• Design

22. In services, consumers look for quality in: • Reliability: can I depend on the service provider? • Tangibles: how do the venue, equipment, and personnel look? • Assurance: are the employees courteous and trustworthy?

23. Responsiveness: are the employees helpful and prompt
Responsiveness: are the employees helpful and prompt? • Empathy: how much individual attention will I receive from the service provider?