Sports and Entertainment Marketing The Marketing Mix Copyright © Texas Education Agency, 2011. All...

Sports and Entertainment Marketing

The Marketing Mix

Copyright © Texas Education Agency, 2011. All rights reserved.

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2 Copyright © Texas Education Agency, 2011. 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


http://www.clipart.com/en/close-up?o=3667362&a=p&q=sports%20car&k_mode=all&s=145&e=162&show=&c=&cid=&findincat=&g=&cc=661:23:193:1:8:12:41&page=9&k_exc=&pubid=&color=&b=k&date=

Product Mix Product’s final form and total assorted

features (brand, name, various products offered under the brand, and packaging)


Product Extension Items added to a product to make it more

attractive to the target market, including guarantees, warranties, and instructional information


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.


http://www.clipart.com/en/close-up?o=2699532&a=p&q=jogging%20shoes&k_mode=all&s=1&e=2&show=&c=&cid=&findincat=&g=&cc=3:0:2:0:0:0:1&page=&k_exc=&pubid=&color=&b=k&date=

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.


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


http://www.clipart.com/en/close-up?o=5259771&a=p&q=travel&k_mode=all&s=1&e=18&show=&c=&cid=&findincat=&g=&cc=14421:583:11674:46:38:3131:1233&page=&k_exc=&pubid=&color=&b=k&date=

Packaging Ease of use Safety Consumer attraction Accessibility Environmental friendliness


http://www.clipart.com/en/close-up?o=4210062&a=p&q=packaging&k_mode=all&s=1&e=18&show=&c=&cid=&findincat=&g=&cc=18:0:88:0:0:6:86&page=&k_exc=&pubid=&color=&b=k&date=

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


Levels of Brand Recognition Non-recognition Rejection Recognition Preference Insistence


The Product Life Cycle Introduction Stage Growth Stage Maturity Stage Decline Stage


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)


Sports and Entertainment Marketing The Marketing Mix Copyright © Texas Education Agency, 2011. All...

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