sem1 1.04 product service management
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SEM1 1.04 Product Service Management. Categories and characteristics of sport/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 - PowerPoint PPT PresentationTRANSCRIPT
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1.04 Categories and characteristics ofsport/event products
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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
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VenuesFans are connected to them when:a. Colorful historyb. Special memories in community
Chicago Stadium in Chicago, IL
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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 ,
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Non-sport eventsConvention - a meeting or formal assembly
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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
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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
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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.
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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
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SPORT SERVICESOwned-goods servicesRepair or change a product you ownExample:1) Pay for tennis racket to be restrung
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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
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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
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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
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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.
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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.
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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.
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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
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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
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Brand Awareness Have distinguishing symbols for you to instantly recognize and create brand awareness.
Boston CelticsLogo
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Product Name
Products names should be:
I. PositiveII. MemorableIII. Consistent with
product’s desired image
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Brand Image
Over time, brand awareness turns into brand image.
Brand image is the product’s “personality.”
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Wrigley FieldExample: Wrigley Field reputation one
ofthe best places to watch a MBL game
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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.
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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
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Unique characteristics of sport/event products.QualityConsumers look for quality in areas of:
Performance Durability Design Reliability Assurance Responsiveness Features
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QualityBoth goods and services can be evaluatedfor quality. Areas such as:• Performance• Serviceability• Features• Durability• Reliability• Design
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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?
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Responsiveness: are the employees helpful and prompt?
• Empathy: how much individual attention will I receive from the service provider?