SEM1 1.04

Explain elements of the sport/event product

Product / Service Management

Obtaining, developing, maintaining, and improving a product.

Product: The goods and services a business will offer to its customers.

Products are goods and services

Products are Purchased by customers

Goods vs. Services Goods: tangible, physical products

› Consistency: Usually the same every purchase

Services: intangible, non-physical products› Services are experienced› Inconsistent: not the same every time.

Games are different. Teams win and lose. Impossible to guarantee.

Sports Games and Events ARE SERVICES.

Goods vs. Services Perishability:

› Goods can be stored. › Services cannot be stored.› Services must be consumed immediately.

Separability: › Link between product and provider.› Easy to separate goods from provider.› (Doesn’t matter where you buy it.)

› Cannot separate a service from provider.› (The game is the game!)

Combination of Goods and Services

Sports Products are NOT pure Good or Service.

You can buy goods at Sports Events.

Sports goods can provide service› Heath and Entertainment

Sports Products are a COMBINATION of goods and Services

Categories of sport/event products.Sports EventsSporting GoodsAthletesVenuesNon-Sport Events (Concerts/Festivals/Conventions)Licensed MerchandiseSports Media (TV/Radio/Magazines/Internet)Sports Services3 Minute Activity

Sport Services

Services provided that are associated with Sports Products

Sport Service Examples:› Lessons/camps

Golf Swing Lessons› Rented-goods services

Renting Sporting Goods (jet ski at the beach)› Owned-goods services

Service on customer’ own goods (Having bike chain fixed)

Unique characteristics of sport/event products

Outcome of sports/events cannot be controlled.

Pricing can be controlled.› Marketers can use this to sell product.› Discounts used to sell tickets.› Unsold tickets will never sell after game is over.

› Smoothing: Offering consumers a discount for products that would go to waste. Cheap tickets for a undesirable game.

Quality Quality of Goods

› Performance—how well does this product do what it’s supposed to do?

› Serviceability—will this product be easy to fix if something goes wrong?

› Features—what are the unique characteristics of this product? What functions do they perform?

› Durability—how long will this product last?› Reliability—will this product perform consistently?› Design—do I like the way this product looks and

feels?

Quality Quality of Service

› Tangibles—how do the venue, equipment, and personnel look?

› Assurance—are the employees courteous and trustworthy?

› Responsiveness—are the employees helpful and prompt?

› Empathy—how much individual attention will I receive from the service provider?

Brand

All the combined impressions and experiences associated with a particular company, good, or service.

Makes a product stand out from other products.

What do you think of when you hear a brand name?

http://www.youtube.com/watch?v=zMT6koOncLs&feature=related

Brand Brand Loyalty: Buying the same

brand based on previous experiences

Brand Image: The product’s personality.› Logos, Symbols, Words that you think of

when you see the product.

Brand Awareness: How quickly a product is recognized by consumers.