Today we will review for test tomorrow

Do now is on-line case work for class credit

The Consumer and Sports Product

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.

Sports Consumer

**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.

Market Segmentation ShiftsSports marketing professionals

must constantly check current consumer approval ratings.

***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.

1. Sporting Events

These events are the core products of sports marketing.

They include athletes and the arenas where the events take place.

2. Sports Information This sport’s

product involves news, statistics, schedules, and stories.

Television, radio, online, and print media provide sports information.

 3. Sports Training

This product is usually a service such as instruction that is provided through fitness centers, sports camps and lessons.

4. Sporting Goods Equipment, licensed

merchandise, collectibles, apparel, accessories and memorabilia

Tangible products – physical goods that offer benefits to customers.

**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?

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?

 ***Sports Services

Intangible product or nonphysical service

***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

****Product line A group of closely related products

manufactured and/or sold by a company.

▪ Example: Spalding sells several products lines.

***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

Economic Impact of Sports Marketing

Go on-line and Define the following

1.Opportunity Costs2.Infrastructure3.Sports Franchise4.Grassroots Marketing

Opportunity Cost

The loss of the opportunity that is passed up in order to receive something in exchange.

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.

****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

Sports Franchise

An agreement or contract for a sports organization to sell a parent company’s good or service within a given area.

***Grassroots Marketing

Marketing activities on a local community level. Helping and assisting the community

with charity and fund-raising events.