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Ch 7 The Sport Product

Ch 7 The Sport Product. The Core Product Game or event itself - players, coaches, game officials, venue Tangible goods - equipment, supplies, uniforms Support Services - athletic trainers, sport psychologists, exercise physiologists. Core Product.

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Ch 7 The Sport Product

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  1. Ch 7 The Sport Product • The Core Product • Game or event itself - players, coaches, game officials, venue • Tangible goods - equipment, supplies, uniforms • Support Services - athletic trainers, sport psychologists, exercise physiologists

  2. Core Product • Type/Level of Sport (examples) football/college (NCAA DI, II or III?); baseball/professional (major or minor league?) • Structure and Format of Sport – describe league, or nature of the competition (regular season and post-season); one time or multiple event

  3. Product Extensions Elements that surround the core product licensed merchandise concessions parking game promotions signage/scoreboard team mascots

  4. Product Extensions media personnel cheerleaders dance teams athletic trainers game announcers

  5. Tangible Elements of the Core Product and Product Extensions • Things, objects, and physical entities/human beings (examples) • Players, coaches, game officials, spectators • Licensed merchandise • Concessions • Stadium, scoreboard, signage, game programs • Tickets, giveaway items

  6. Intangible Elements of the Core Product and Product Extensions • Feelings, emotions, experiences, and memories derived by sport participants and spectators (examples) • Excitement, challenges, frustration, elation • Hard work, team work sportsmanship • Fun, enjoyment, family togetherness, friendships • Agony, disappointment

  7. Product Goals • Product Differentiation – communicate how the product is unique and differentiated from its competitors; is better; of greater value

  8. Product Development and Enhancement – take actions to distinguish the product and emphasize its uniqueness

  9. Product Positioning – emphasize and promote the unique elements of the product so that the product can compete successfully in the market

  10. Product Branding – take actions to promote positive images & messages that will achieve “brand name” recognition of the product

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