sem1 1.04 product service management

1.04 Categories and characteristics ofsport/event products

Categories of sport/event products.

Sport Events• Ones we participate in• Ones watch/hear, in person/on TV, radio

or internetAthletes or Entertainers•Essential for sport events / without them there are no competitions

VenuesFans are connected to them when:a. Colorful historyb. Special memories in community

Chicago Stadium in Chicago, IL

Categories of sport/event products.Non-sport events

a. Concerts most popularb. Festivalsc. Conventionsd. Plays or Opera

Sporting goodse. Equipment- bat, helmet, cleatsf. Apparel – Running shorts, hats ,

Non-sport eventsConvention - a meeting or formal assembly

LICENSED MERCHANDISE Any product that bears thename or logo of a sport teamor league produced andDistributed by an authorizedmanufacturer. Clothing is huge.

Destiny’s Child concert T-shirt

SPORT MEDIASport medium are sport/event products. Examples: 1) TV shows and networks 2) Web sites 3) Magazines 4) Newspapers 5) A baseball game broadcast on the radio

broadcasts

One of the most important things to remember about sport/event products is that they can rarely be treated as either pure goods or pure services.

SPORT SERVICESRented-goods services

Renting a product for a period of timeExamples:1) Renting jet skis for a day on the lake2) Reserving a city softball complex for

your league tournament

SPORT SERVICESOwned-goods servicesRepair or change a product you ownExample:1) Pay for tennis racket to be restrung

Goods vs. Services Consistency of Goods1) Quality of a good every time you buy it

2) Example:a) Adidas sweatshirts are comfortable all the

timeb) If it’s a defect, exchange it

The Trefoil Hoody in Bloom Women’s Sweatshirts By adidas

Goods vs. Services Consistency of Services Harder to guarantee over time.

Customer Service can be inconsistent

2) Example:

Rock band Good Charlotte gives 1good concert and 2 bad concertsIn Charlotte

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

Branding “A brand for a company is like a reputation for a person. You earn reputation by trying to do hard

things well.” ― Jeff Bezos

American entrepreneur Jeff Bezos is the founder and chief executive officer of Amazon.com.

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 theprovider.

Perishability – Able to store the product. Goods can be stored, services can not. JustinTimberlake’s concerts are perishable.

Q&A

Explain the concept of perishability.

Explain the concept of separability.

Is it difficult to separate a servicefrom its provider?Give examples if times they haveexperienced this with sport/eventproducts.

Goods vs. Services

Sport/event products can be both goodsand services.

For example:Join Planet Fitness you get service. You canbuy sport drinks; snacks; bags andequipment

Characteristics of SEM products

Branding The overall IMPRESSION consumers get from it’s UNIQUE NAME, DESIGN or SYMBOL.

T

Characteristics of a good brand: Easy to recognizeTo make their products stand out from those of the competition

Brand Awareness Have distinguishing symbols for you to instantly recognize and create brand awareness.

Boston CelticsLogo

Product Name

Products names should be:

I. PositiveII. MemorableIII. Consistent with

product’s desired image

Image Is Everything

Andre Agassi Image Is Everything Canon (1990)

Brand Image

Over time, brand awareness turns into brand image.

Brand image is the product’s “personality.”

Wrigley FieldExample: Wrigley Field reputation one

ofthe best places to watch a MBL game

Brand Loyalty Marketers want 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.

BRAND EQUITY Is the perception of added value a

product has as a result of its brand name.

Is an intangible perception or memory.

Team-related factors that affect brand equity

Performance, coaches and star athletes

Unique characteristics of sport/event products.QualityConsumers look for quality in areas of:

Performance Durability Design Reliability Assurance Responsiveness Features

QualityBoth goods and services can be evaluatedfor quality. Areas such as:• Performance• Serviceability• Features• Durability• Reliability• Design

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?

Responsiveness: are the employees helpful and prompt?

• Empathy: how much individual attention will I receive from the service provider?