Lesson Plan
Course Title: Sports and Entertainment Marketing
Session Title: The Product Mix
Performance Objective:
After completing this lesson, the student will list and explain the components of the product mix
and explain the importance of product extension and product enhancement.
Specific Objectives:
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The student will define a product’s tangible and intangible parts.
The student will explain the product mix.
The student will define product extensions.
The student will explain the difference between the basic and enhanced product.
The student will describe product components.
The student will define product line.
The student will explain the importance of packaging.
The student will define a brand and explain different levels of brand recognition.
The student will list and describe the stages of the product life cycle.
The student will explain how products are positioned in the marketplace.
TERMS
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Product mix-the brand name, the various products offered under the brand, and the
packaging
Product extensions-items added to a product to make it more attractive to the target
market, including guarantees, warranties, and instructional information
Product enhancement-features added to the basic product that satisfy additional needs
and wants with the same purchase
Product line-a group of similar products with slight variations to satisfy the different
needs of consumers
Brand-the name, symbol, word, design, or combination of these elements that identifies
a product
Trademark-the legal protection of words and symbols used by a company
Licensed brand-a well-known name and/or symbol established by one company and
sold for use by another company to promote its products
Product life cycle-introduction, growth, maturity, and decline of a product
Skimming price strategy-introduces new products at a very high price
Penetration price strategy-uses low pricing to help capture a large market share early
Positioning-used by a company to differentiate its products or services from its
competitors’ products or services
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Preparation
TEKS Correlations:
This lesson, as published, correlates to the following TEKS. Any changes/alterations to the
activities may result in the elimination of any or all of the TEKS listed.
130.346 (c)(9)(A)
…describe stages of new-product planning…
130.346 (c)(9)(B)
…define product mix…
130.346 (c)(9)(C)
…identify stages of the product life cycle for new or existing sports or entertainment marketing
products…
130.346 (c)(14)(B)
…distinguish among sports and entertainment marketing terms…
Interdisciplinary Correlations:
English:
110.31 (b)(21)(B)
… organize information gathered from multiple sources to create a variety of graphics and
forms…
110.31 (b)(22)(B)
…evaluate the relevance of information to the topic and determine the reliability, validity, and
accuracy of sources (including Internet sources) by examining their authority and objectivity…
110.31 (b)(23)(C)
… uses graphics and illustrations to help explain concepts where appropriate…
110.31 (b)(23)(D)
… uses a variety of evaluative tools (e.g., self-made rubrics, peer reviews, teacher and expert
evaluations) to examine the quality of the research…
Teacher Preparation:
Teacher will review the terms in the outline, PowerPoint slides and handouts to become familiar
with lesson.
Teacher should locate and evaluate various resources and websites before the lesson.
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Teacher will have assignments and website information ready to distribute to students.
References:
Sports Business Journal
Sports Illustrated
Advertising Age
Instructional Aids:
1. Display for PowerPoint, websites for assignments and class discussion
2. Sports and Entertainment Marketing, 3rd edition, Kaser & Oelkers, South-Western
Cengage Learning: Sports and Entertainment Management, Kaser & Brooks, SouthWestern Cengage Learning.
3. Advertising Age
4. USA Today
5. Sports Illustrated
Materials Needed:
1. Printer paper
2. Assignments and website information ready to distribute to students.
(Product Life Cycles PowerPoint) Direction Sheet
2. Sports Business Journal and Entertainment Industry Economics: A Guide for Financial
Success
3. Internet access to Hulu videos
Student projects will be displayed to increase interest in Sports and Entertainment
Marketing.
Equipment Needed:
1. Computer with PowerPoint and Internet Access
2. Projector to Show Internet Sites Undercover Boss Episodes
3. Computers for Students to Conduct Research and Collect Data for Projects
Learner Preparation:
Ask students to think of a new product that is very popular for their age group. Then ask
students to explain how the product has gained popularity. What could be done to
enhance/improve the usefulness of the product? List the products on the board and survey
students to determine how many own each product.
Explain how products have changed to maintain the interest of consumers. Explain how athletic
shoes have changed to improve performance. Explain how the look, style, performance, and
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price of products are used to maintain the interest of the target market.
Introduction
Introduction (LSI Quadrant I):
SHOW: Show students a picture of a popular car from ten years ago and then show a picture of
what the car looks like today.
ASK: Ask students what physical characteristics of the car have changed.
SAY: Explain how products must be updated and changed to maintain consumer interest and
market share.
ASK: Ask students what other changes have evolved during the past ten years with the
manufacture of new cars.
SAY: Explain the importance of gas mileage, alternative fuel, and electric automobiles.
ASK: Ask students to explain why the design of cars, clothing, and other items are constantly
changing.
SAY: Explain how consumers are always looking for new and improved products. The physical
appearance is the first noticeable characteristic for consumers.
ASK: Ask students to give examples of products that they think will soon become obsolete or no
longer demanded.
SAY: Explain how their selected products may fade away over time or be reinvented to a new,
different product that sparks the interest of consumers.
Outline
Outline (LSI Quadrant II):
Instructors can use the PowerPoint presentation, slides, handouts, and note pages in
conjunction with the following outline.
MI
Outline
I. The Product Mix
A. product-complex blending of tangible and
Notes to Instructor
Use PowerPoint and
current events as aids.
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intangible parts
1. tangible parts-physical features that can be
seen and felt
2. intangible parts-nonphysical service
features
B. product mix-product’s final form and total
assorted features (brand name, various
products offered under the brand, and
packaging)
C. product extensions-items added to a product to
make it more attractive to the target market,
including guarantees, warranties, and
instructional information
D. Basic vs. Enhanced Product
1. Athletic shoes are a basic product
constructed for support and safety to avoid
injuries during sports.
2. Cross-trainer shoes are enhanced running
shoes that are good for walking, hiking,
running, biking, and other amateur sports.
3. Basic seating may be the bleacher seats in
the end zone with no back supports.
4. Product enhancements would include
individual seats with back supports located
on the 50-yeard line and seats located in
an air-conditioned suite or sky box.
Explain the difference
between tangible and
intangible products.
Then ask students to
give examples for
each category of
product.
Ask students to give
an example of a basic
product and then give
an example of an
enhanced product.
Then ask students
how they would
enhance a current
product.
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II. Product Line
A. group of similar products with slight variations
to satisfy different needs of consumers
B. soft drinks (regular, caffeine free, diet)
C. variation of product size
1. television sets from 5-inch screens to 60inch screens
2. travel packages ranging from weekend
getaways to vacations that last a week or
longer
D. Packaging
1. ease of use
2. safety
3. consumer attraction
4. accessibility
5. environmental friendliness
E. Brand
1. name, symbol, word, design, or combination
of these elements that identifies a product,
service, or company
2. trademark-the legal protection of words and
symbols used by a company
3. licensed brand-well-known name and/or
symbol established by one company and
sold for use by another company to promote
its products
F. Levels of Brand Recognition
1. nonrecognition-consumer unable to
recognize the brand
2. rejection-consumer will not purchase due to
brand
3. recognition-consumers know the brand, but
the brand has little influence on their
purchase
4. preference-consumers will purchase the
preferred brand if it is readily available
5. insistence-consumers value a brand to the
extent that they reject other brands even
when the preferred brand is not readily
available
Use PowerPoint as
aid.
III. The Product Life Cycle
A. Introduction Stage
1. product is a novelty in the marketplace
2. skimming price strategy-introduces new
products at a very high price
3. quality and uniqueness of the product are
emphasized
Use PowerPoint as
aid.
Give students an
example of a product
and then ask them to
describe the product
line associated with
the product.
Ask students to
describe the
packaging for a
product that they
regularly use. Is the
package
environmentally
friendly? How much
effort is required to
open the package?
Show students
examples of popular
trade marks and
symbols. Ask students
to write their answers
quietly on a sheet of
paper. Then discuss
how the popularity of
trademarks and
symbols influence
consumer purchases.
Give students
examples of products
in each stage of the
product life cycle.
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4. penetration price strategy-uses low pricing to
help capture a large market share early
B. Growth Stage-sales of a product and profits
increase
1. target market knows about and regularly
purchases the product
2. advertising focuses attention on consumer
satisfaction
3. competition increases
C. Maturity Stage
1. sales level off or slow down
2. most of the target market has purchased
the product
3. costs for promotions increase
D. Decline Stage
1. sales decrease and may not generate
enough revenue to justify continued
marketing of the product
2. marketers must make decisions
a. drop a product
b. sell or license the product to another
company
c. discount prices
d. regionalize-committing the product to a
geographic location where it is the most
popular and profitable
e. modernize/alter
f. recommit for a new purpose
IV. Positioning a Product
A. differentiating the company’s products or
services from its competitors’ products or
services
B. involves status, price, brand recognition, and
other factors
C. making comparisons to the competition to point
out differences in the products
D. celebrity endorsements (NIKE-Michael Jordan)
Then ask students to
give their examples of
products in the four
product life cycles.
Use PowerPoint as
aid.
Ask students how the
following brands are
positioned:
Hyundai Lacoste
Polo
Walmart
Then explain how the
brands are positioned
based on status and
price.
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Verbal
Linguistic
Logical
Mathematical
Visual
Spatial
Musical
Rhythmic
Bodily
Kinesthetic
Intrapersonal
Interpersonal
Naturalist
Existentialist
Application
Guided Practice (LSI Quadrant III):
Ask students to think of a new purpose for a common product. Students should assume that the
product is in the decline stage of the product life cycle. Then ask students to create an
advertisement for the product that recommits it to the market.
Ask students where would be a good place to regionalize surf shorts that were once popular
with the masses but are now in the decline stage.
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Independent Practice (LSI Quadrant III):
Product Life Cycles PowerPoint (team project: 2 students per team)
Ask students to select four sports and entertainment products that are in the four product life
cycles. Students must prepare a PowerPoint presentation that describes each of the four
products and explains the life cycle for each product. Students must also describe marketing
strategies for each of the four products.
This project will be evaluated using the assigned rubric.
Summary
Review (LSI Quadrants I and IV):
Question: What is a product enhancement? Give an example.
Question: What are the components of the product mix?
Question: What is a product brand?
Question: What are the four stages of the product life cycle?
Question: What are different strategies for positioning products?
Question: What is a regionalized strategy for marketing a product?
Question: What is the difference between a tangible and intangible product?
Evaluation
Informal Assessment (LSI Quadrant III):
Instructor should observe the work ethic of individuals involved in class discussions and the
independent practice activity.
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Formal Assessment (LSI Quadrant III, IV):
Students will be evaluated on their “Product Life Cycles PowerPoint” by using the assigned
rubric.
Extension
Extension/Enrichment (LSI Quadrant IV):
Marketing Branson, Missouri
Student Directions
You are the activities director at a major resort in Branson, Missouri. The largest target market
for this resort is senior citizens. Your resort is located close to a large outlet mall. Work with a
group and complete the following activities.
1. Research Branson, Missouri, a popular tourist attraction for senior citizens. What are the
major attractions for seniors at Branson?
2. What means of transportation bring seniors from all parts of the United States to
Branson?
3. List three vacation activities that attract senior citizens.
4. What special promotions can be used to attract more senior citizens to your resort?
5. Create a brochure that gives senior citizens at least ten reasons for wanting to visit your
resort.
6. Create a PowerPoint presentation to convince senior citizens to visit your resort. Make
sure to highlight the major concerns of senior citizens.
7. Describe the product and service line at your resort.
This project will be evaluated using the associated rubric.
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Sports and Entertainment Marketing
Student Directions
Independent Practice (LSI Quadrant III):
Product Life Cycles PowerPoint (team project: 2 students per team)
1. Select four sports and entertainment products that are in the four product life cycles.
2. Prepare a PowerPoint presentation that describes each of the four products and explains the
life cycle for each product.
3. The PowerPoint presentation must describe marketing strategies for each of the four
products.
This project will be evaluated using the assigned rubric.
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Independent Practice (LSI Quadrant III)
Product Life Cycles PowerPoint
Rubric
20
15
CATEGORY
10
5
Presentation
Well-rehearsed with
smooth delivery that
holds audience
attention.
Rehearsed with fairly
smooth delivery that
holds audience
attention most of the
time.
Delivery not smooth, Delivery not smooth
but able to maintain and audience
interest of the
attention often lost.
audience most of the
time.
Attractiveness
Makes excellent use
of font, color,
graphics, effects,
etc. to enhance the
presentation.
Makes good use of
font, color, graphics,
effects, etc. to
enhance to
presentation.
Makes use of font,
color, graphics,
effects, etc. but
occasionally these
detract from the
presentation
content.
Use of font, color,
graphics, effects etc.
but these often
distract from the
presentation content.
Content
Covers topic indepth with details
and examples.
Subject knowledge
is excellent.
Includes essential
knowledge about the
topic. Subject
knowledge appears
to be good.
Includes essential
information about
the topic but there
are 1-2 factual
errors.
Content is minimal
OR there are several
factual errors.
Organization
Content is well
organized using
headings or bulleted
lists to group related
material.
Uses headings or
bulleted lists to
organize, but the
overall organization
of topics appears
flawed.
Content is logically
organized for the
most part.
There was no clear
or logical
organizational
structure, just lots of
facts.
Originality
Product shows a
large amount of
original thought.
Ideas are creative
and inventive.
Product shows some
original thought.
Work shows new
ideas and insights.
Uses other people's
ideas (giving them
credit), but there is
little evidence of
original thinking.
Uses other people's
ideas, but does not
give them credit.
Total Points Earned _______
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Extension/Enrichment (LSI Quadrant IV):
Branson, Missouri Presentation
Rubric
20
15
10
Presentation
Well-rehearsed with
smooth delivery that
holds audience
attention.
Rehearsed with fairly
smooth delivery that
holds audience
attention most of the
time.
Delivery not smooth, Delivery not smooth
but able to maintain and audience
interest of the
attention often lost.
audience most of the
time.
Attractiveness
Makes excellent use
of font, color,
graphics, effects,
etc. to enhance the
presentation.
Makes good use of
font, color, graphics,
effects, etc. to
enhance to
presentation.
Makes use of font,
color, graphics,
effects, etc. but
occasionally these
detract from the
presentation
content.
Use of font, color,
graphics, effects etc.
but these often
distract from the
presentation content.
Content
Covers topic indepth with details
and examples.
Subject knowledge
is excellent.
Includes essential
knowledge about the
topic. Subject
knowledge appears
to be good.
Includes essential
information about
the topic but there
are 1-2 factual
errors.
Content is minimal
OR there are several
factual errors.
Organization
Content is well
organized using
headings or bulleted
lists to group related
material.
Uses headings or
bulleted lists to
organize, but the
overall organization
of topics appears
flawed.
Content is logically
organized for the
most part.
There was no clear
or logical
organizational
structure, just lots of
facts.
Sources
Source information
collected for all
graphics, facts and
quotes. All
documented in
desired format.
Source information
collected for all
graphics, facts and
quotes. Most
documented in
desired format.
Source information
collected for
graphics, facts and
quotes, but not
documented in
desired format.
Very little or no
source information
was collected
CATEGORY
5
Total Points Earned _______
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