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?