SEM1 1.04 Product Service Management

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 internet

Athletes 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

Madison Square Garden In New York

Chicago Stadium in Chicago, IL

Categories of sport/event products.

Non-sport eventsa. Concerts most popularb. Festivalsc. Conventionsd. Plays or Opera

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

LICENSED MERCHANDISE Any product that bears thename or logo of a sport teamor league produced andDistributed by an authorizedmanufacturer. Clothing is huge. Also sold at non-sport events• Examples: • Video games• Jackets• Hats

Sport media

Sport mediums are sport/event products. Examples: 1) TV shows and networks 2) Web sites 3) Magazines 4) Newspapers 5) Radio broadcasts

SPORT SERVICES

Sport servicesa. Lessonsb. Campsc. Fitness/recreation centers

Rented-goods servicesRenting 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 services Repair 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 product

elements you can control. Prices: Group sales; discounts Atmosphere: Comfort seating; jumboscoreboard Pregame and half-time shows

Goods vs. Services Separability -A product’s ability to be

considered apart from its provider.Example: Justin Timberlake’s new CD. Do youcare 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 sport/event products.

Branding The overall impression

consumers get from it’s unique name, design or symbol.

Characteristics of a good brand: Easy to recognize Stick out from competition Easily recognizable symbols It’s own personality

T

Product Name

Products names should be: I. Positive II. Memorable III. Consistent with product’s

desired image

LOGOS

Marketers brand products through logos and trademarks

Meant to be recognizable by consumers.

Example:

Brand Image

Over time, brand awareness turns into brand image.

Brand image is the product’s “personality.”

Example: In consumers’ mindsets, Nikesymbolizes both athleticism and personalempowerment.

Brand Loyalty

Marketers want their 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.

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?