Categories and characteristics 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 Fans are connected to them when: a. Colorful history b. Special memories in community Madison Square Garden In New York Chicago Stadium in Chicago, IL Non-sport events a. b. c. d. Concerts most popular Festivals Conventions Plays or Opera Sporting goods a. Equipment- bat, helmet, cleats b. Apparel – Running shorts, hats , Any product that bears the name or logo of a sport team or league produced and Distributed by an authorized manufacturer. Clothing is huge. Also sold at non-sport events • Examples: • Video games • Jackets • Hats Sport mediums are sport/event products. Examples: 1) TV shows and networks 2) Web sites 3) Magazines 4) Newspapers 5) Radio broadcasts Sport services a. Lessons b. Camps c. Fitness/recreation centers Rented-goods services Renting a product for a period of time Examples: 1) Renting jet skis for a day on the lake 2) Reserving a city softball complex for your league tournament Owned-goods services Repair or change a product you own Example: 1) Pay for tennis racket to be restrung Consistency of Goods 1) Quality of a good every time you buy it 2) Example: a) Adidas sweatshirts are comfortable all the time b) If it’s a defect, exchange it The Trefoil Hoody in Bloom Women’s Sweatshirts By adidas Consistency of Services Harder to guarantee over time. Customer Service can be inconsistent 2) Example: Rock band Good Charlotte gives 1 good concert and 2 bad concerts In Charlotte If product is inconsistent, market product elements you can control. Prices: Group sales; discounts Atmosphere: Comfort seating; jumbo scoreboard Pregame and half-time shows 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 the provider. Perishability – Able to store the product. Goods can be stored, services can not. Justin Timberlake’s concerts are perishable. Explain the concept of perishability. Explain the concept of separability. Is it difficult to separate a service from its provider? Give examples if times they have experienced this with sport/event products. Sport/event products can be both goods and services. For example: Join Planet Fitness you get service. You can buy sport drinks; snacks; bags and equipment 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 Products names should be: I. Positive II. Memorable III. Consistent with product’s desired image 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, Nike symbolizes both athleticism and personal empowerment. 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. Quality Consumers look for quality in areas of: › Performance › Durability › Design › Reliability › Assurance › Responsiveness › Features Quality Both goods and services can be evaluated for 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?