Today we will review for test tomorrow Do now is on-line case work for class credit
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Transcript of Today we will review for test tomorrow Do now is on-line case work for class credit
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Today we will review for test tomorrow
Do now is on-line case work for class credit
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The Consumer and Sports Product
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Sports Consumer
Is anyone who may play, officiate, watch or listen to sports or read, use, purchase and/or collect sports items. A purchase by a sports consumer is like
a “vote” because the purchase equals a decision of approval.
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Sports Consumer
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**Market Segmentation Analyzing a market by specific
characteristics to create a target market. Geographics Demographics Psychographics Product Benefits
Marketers also study consumer behavior, needs and wants regarding specific product benefits to consumers.
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Market Segmentation ShiftsSports marketing professionals
must constantly check current consumer approval ratings.
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***Sports Products-4 types
Goods, services, ideas or a combination of those things related to sports that provide satisfaction to the consumer.
Example: A monster-truck race
can include music and celebrity appearances to entertain spectators.
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1. Sporting Events
These events are the core products of sports marketing.
They include athletes and the arenas where the events take place.
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2. Sports Information This sport’s
product involves news, statistics, schedules, and stories.
Television, radio, online, and print media provide sports information.
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3. Sports Training
This product is usually a service such as instruction that is provided through fitness centers, sports camps and lessons.
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4. Sporting Goods Equipment, licensed
merchandise, collectibles, apparel, accessories and memorabilia
Tangible products – physical goods that offer benefits to customers.
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**Quality of Goods The focus Marketing is on consumers and
what they want, quality Is among product
requirements. How well does the
product perform its function in the opinion of the consumers, or end users of the goods?
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Quality of GoodsQuality Dimension of
GoodsConsumer’s Questions
Performance How well does the product perform its core function?
Does the athletic running shoe increase your performance?
Features Does the product offer additional benefits?
Are the golf-club heads made with titanium?
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***Sports Services
Intangible product or nonphysical service
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***Sports Services Reliability –
ability to perform promised services dependably and accurately
Assurance – knowledge and courtesy of employees and their ability to
convey trust and confidence Empathy –
the caring, individualized attention provided by the professional sports franchise for its customers
Responsiveness – willingness to help customers and provide prompt service
Tangibles – appearance of equipment, personnel materials, and venue
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****Product line A group of closely related products
manufactured and/or sold by a company.
▪ Example: Spalding sells several products lines.
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***Product mix The total assortment of
products that a company makes/sells. Example: Wilson Sporting
Goods makes a variety of different product lines that are closely related, but its product mix is extensive with equipment.▪ Golf, baseball, fitness, clothes
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Economic Impact of Sports Marketing
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Go on-line and Define the following
1.Opportunity Costs2.Infrastructure3.Sports Franchise4.Grassroots Marketing
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Opportunity Cost
The loss of the opportunity that is passed up in order to receive something in exchange.
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Opportunity Cost
Aiden has $100 and he can either buy a ticket to a Jet Game or an Islander Game. If he goes to the Jet Game, the opportunity
cost is the Islander Game. If he goes to the Islander Game, the
opportunity cost is the Jet Game. If there are more choices than two, the
opportunity cost is still only one item, never all of them.
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****Infrastructure The physical development of an area
including the major public systems, services, and facilities of a country or a region needed to make a location function. Power and Water Supplies Public Transportation Telecommunications Roads School
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Sports Franchise
An agreement or contract for a sports organization to sell a parent company’s good or service within a given area.
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***Grassroots Marketing
Marketing activities on a local community level. Helping and assisting the community
with charity and fund-raising events.