SEM 1
Objective 1.04
Employ product mix strategies to meet customer expectations.
GUIDED NOTES
1
Explain Product/Service Management
Definition: A marketing function that involves _______________, developing, maintaining,
and _______________ a product or service mix in response to market opportunities.
Product: The _____________ and _____________a business will offer to its customers
A. _______________ of product: Will the business offer a variety of products?
B. _______________: Does the packaging protect the product and provide necessary
information about the product?
C. Level of _______________: What level of quality will the business ensure?
D. _______________ name: What brand name products will the business offer?
E. _______________: Will the business offer a warranty to its customers to ensure
satisfaction
2
Identify Categories of Sport/Event Products
Categories
Products
Sports Events
1. Ones in which we _______________
2. Ones we just _______________ or _______________, either in
person or on TV, radio or the internet
Athletes
1. Ones that _______________ their _______________ from the
performance on the field (Professionals)
2. Ones that are considered _______________ and perform for their
own _______________
Venues
1. Ones that _______________ only _______________ sports team
2. Ones that host _______________ sports teams
Non-sport events
1. Concerts
2. _______________
3. _______________
Sporting goods
1.
2.
3.
1.
2.
Licensed
Merchandise
Sports Media
_______________
_______________
Trinkets and Trash
_______________ (____________ goods) – team and player specific
_______________ goods – equipment, toys, etc.
1. _______________ – Broadcast media
2. Newspaper/magazine – ________________
3. _______________ – News, Info & Social Media
Sport Services
1. _______________/camps
2. _______________-goods services
3. _______________-goods services
3. Explain Branding
A. Branding: The overall _______________ consumers get from its _______________
name, design or symbol.
Characteristics of a good brand
1) Easy to _______________
3) Easily recognizable symbols
2) Stick out from _______________
4) Its own _______________
B. Brand Image: Your _______________ of a brand based on _______________
knowledge
 Brand image is a product's "_______________."
 A product’s _______________ - Wrigley Field's reputation as a great sport/event
venue is its image or personality.
C. Brand Loyalty: Having consistent _______________ of a product
D. Brand _______________: Getting the public to know your _______________ and
typically one of the _______________ step in marketing a new product
 Cannot have Brand Loyalty or Brand Image without Brand Awareness
 The team name, mascot, and logo are important _______________ that a
sport/event organization uses to _______________ and maintain Brand Awareness
4. Identify Unique Characteristics of Sport/Event Products
The unique characteristics of sport/event products make marketers’ jobs interesting.
Outcome of sports/events cannot be controlled, marketers focus on the elements of the
product they can control, such as prices and promotions.
A. Quality of Product
 _______________—how well does this product do what it’s supposed to do?
 _______________—will this product be easy to fix if something goes wrong?
 _______________—what are the additional benefits of this product
 _______________—how long will this product last?
 _______________—will this product perform consistently?
 _______________—do I like the way this product looks and feels?
B. Quality of Service
 _______________—can I depend on the service provider?
 _______________—how do the venue, equipment, and personnel look?
 _______________—are the employees courteous and trustworthy?
 _______________—are the employees helpful and prompt?
 _______________—how much individual attention will I receive from the service
provider?
C. _______________: Close link between the product and the provider
D. _______________:
Many sport/event products have a high degree of
_______________. If they’re not consumed _______________, they will be gone
forever such as Games or _______________
E. Consistency
• _______________: the quality of a product’s _______________ is impossible to
guarantee over a period of time such as Panthers (Super bowl, Most loses in a
season)
 _______________: the quality of a product’s performances is possible to
_______________ over a period of time such as Nike Jordan's
5.
List the Elements of the Sports Product
A. Games
B. Events
C. _______________
D. Organization
E. _______________
F. Equipment/clothing
G. Branding - _______________, Image and _______________
A combination of goods and services
• can rarely be treated as either ____________ goods or _____________ services
• Most sport/event products have a _______________ nature that ______________
elements of both types of products
REVIEW QUESTIONS
1. Do you think quality is reflected by high prices? Why or why not?
2. What type of warranty can be offered to a customer purchasing a ticket for an Atlanta
Braves baseball game?
3. Should customers the same standard of quality from products as they do from services?
SMALL GROUP CHALLENGE
Your group is serving as marketing consultants for the General Health Energy Drink Company
to develop a national campaign to sell their energy drink. Your group is to develop a marketing
strategy proposal for the energy drink and present the strategy to the company for approval.
Be sure to follow the instructions as outlined below. You are allowed one poster board and
must develop a product prototype.
Name the Product: Creative name that is attractive and memorable
Target Market
 Women, ages 30 to 45, professional businessperson, high income
 Interested in staying in shape and maintaining a healthy life style
 Visits a gym daily (usually immediately before or after school)
 Lives in Charlotte area
Identify the Brand
 How should the product be packaged – types and sizes
 How you emphasize the quality of the product
 How will you reward brand loyalty
 How will you create a brand image
Identify the Marketing Mix:
 Product - How should the product be packaged?
 Place - Where will customers buy the sports drink?
 Price – How much do you plan to charge for the product?
 Promotion – How do you plan to advertise your product?
Only 1 group will receive a 100 on their project! Be creative! You are working in a small group
and all members should be involved in completing the project.