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SEM1 1.04

SEM1 1.04. Explain elements of the sport/event product. Product / Service Management. Obtaining, developing, maintaining, and improving a product. Product : The goods and services a business will offer to its customers. Products are goods and services

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SEM1 1.04

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  1. SEM1 1.04 • Explain elements of the sport/event product

  2. Product / Service Management • Obtaining, developing, maintaining, and improving a product. • Product: The goods and services a business will offer to its customers. • Products are goods and services • Products are Purchased by customers

  3. Goods vs. Services • Goods: tangible, physical products • Consistency: Usually the same every purchase • Services: intangible, non-physical products • Services are experienced • Inconsistent: not the same every time. • Games are different. Teams win and lose. • Impossible to guarantee. • Sports Games and Events • ARE SERVICES.

  4. Goods vs. Services • Perishability: • Goods can be stored. • Services cannot be stored. • Services must be consumed immediately. • Separability: • Link between product and provider. • Easy to separate goods from provider. • (Doesn’t matter where you buy it.) • Cannot separate a service from provider. • (The game is the game!)

  5. Combination of Goods and Services • Sports Products are NOT pure Good or Service. • You can buy goods at Sports Events. • Sports goods can provide service • Heath and Entertainment • Sports Products are a COMBINATION of goods and Services

  6. Categories of sport/event products. Sports Events Sporting Goods Athletes Venues Non-Sport Events (Concerts/Festivals/Conventions) Licensed Merchandise Sports Media (TV/Radio/Magazines/Internet) Sports Services 3 Minute Activity

  7. Sport Services Services provided that are associated with Sports Products Sport Service Examples: • Lessons/camps • Golf Swing Lessons • Rented-goods services • Renting Sporting Goods (jet ski at the beach) • Owned-goods services • Service on customer’ own goods (Having bike chain fixed)

  8. Unique characteristics of sport/event products • Outcome of sports/events cannot be controlled. • Pricing can be controlled. • Marketers can use this to sell product. • Discounts used to sell tickets. • Unsold tickets will never sell after game is over. • Smoothing: Offering consumers a discount for products that would go to waste. • Cheap tickets for a undesirable game.

  9. Quality • Quality of Goods • Performance—how well does this product do what it’s supposed to do? • Serviceability—will this product be easy to fix if something goes wrong? • Features—what are the unique characteristics of this product? What functions do they perform? • Durability—how long will this product last? • Reliability—will this product perform consistently? • Design—do I like the way this product looks and feels?

  10. Quality • Quality of Service • 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?

  11. Brand • All the combined impressions and experiences associated with a particular company, good, or service. • Makes a product stand out from other products. • What do you think of when you hear a brand name? • http://www.youtube.com/watch?v=zMT6koOncLs&feature=related

  12. Brand • Brand Loyalty: Buying the same brand based on previous experiences • Brand Image: The product’s personality. • Logos, Symbols, Words that you think of when you see the product. • Brand Awareness: How quickly a product is recognized by consumers.

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