Today we will review for test tomorrow Do now is on-line case work for class credit

1. Today we will review for test tomorrow • Do now is on-line case work for class credit

2. The Consumer and Sports Product

3. Sports Consumer • Is anyone who may play, officiate, watch or listen to sports or read, use, purchase and/or collect sports items. • A purchase by a sports consumer is like a “vote” because the purchase equals a decision of approval.

4. Sports Consumer

5. **Market Segmentation • Analyzing a market by specific characteristics to create a target market. • Geographics • Demographics • Psychographics • Product Benefits • Marketers also study consumer behavior, needs and wants regarding specific product benefits to consumers.

6. Market Segmentation Shifts • Sports marketing professionals must constantly check current consumer approval ratings.

7. ***Sports Products-4 types • Goods, services, ideas or a combination of those things related to sports that provide satisfaction to the consumer. • Example: • A monster-truck race can include music and celebrity appearances to entertain spectators.

8. 1. Sporting Events • These events are the core products of sports marketing. • They include athletes and the arenas where the events take place.

9. 2. Sports Information • This sport’s product involves news, statistics, schedules, and stories. • Television, radio, online, and print media provide sports information.

10. 3. Sports Training • This product is usually a service such as instruction that is provided through fitness centers, sports camps and lessons.

11. 4. Sporting Goods • Equipment, licensed merchandise, collectibles, apparel, accessories and memorabilia • Tangible products – physical goods that offer benefits to customers.

12. **Quality of Goods • The focus Marketing • is on consumers and what they want, quality • Is among product requirements. • How well does the product perform its function in the opinion of the consumers, or end users of the goods?

13. Quality of Goods

14. ***Sports Services • Intangible product or nonphysical service

15. ***Sports Services • Reliability – • ability to perform promised services dependably and accurately • Assurance – • knowledge and courtesy of employees and their ability to convey trust and confidence • Empathy– • the caring, individualized attention provided by the professional sports franchise for its customers • Responsiveness– • willingness to help customers and provide prompt service • Tangibles – • appearance of equipment, personnel materials, and venue

16. ****Product line • A group of closely related products manufactured and/or sold by a company. • Example: Spalding sells several products lines.

17. ***Product mix • The total assortment of products that a company makes/sells. • Example: Wilson Sporting Goods makes a variety of different product lines that are closely related, but its product mix is extensive with equipment. • Golf, baseball, fitness, clothes

18. Economic Impact of Sports Marketing

19. Go on-line and Define the following • Opportunity Costs • Infrastructure • Sports Franchise • Grassroots Marketing

20. Opportunity Cost • The loss of the opportunity that is passed up in order to receive something in exchange.

21. Opportunity Cost • Aiden has $100 and he can either buy a ticket to a Jet Game or an Islander Game. • If he goes to the Jet Game, the opportunity cost is the Islander Game. • If he goes to the Islander Game, the opportunity cost is the Jet Game. • If there are more choices than two, the opportunity cost is still only one item, never all of them.

22. ****Infrastructure • The physical development of an area including the major public systems, services, and facilities of a country or a region needed to make a location function. • Power and Water Supplies • Public Transportation • Telecommunications • Roads • School

23. Sports Franchise • An agreement or contract for a sports organization to sell a parent company’s good or service within a given area.

24. ***Grassroots Marketing • Marketing activities on a local community level. • Helping and assisting the community with charity and fund-raising events.