the sport product
1. any bundle or combination of qualities, processes, and capabilities that a buyer expects will satisfy wants and needs
2. it is inconsistent in nature
3. the game itself is only a small part of the ensemble
4. the sport marketer has little control over
game presentation
1. for many sport organizations, the primary product is a game, tournament, or event
2. marketers for these organizations attempt to create an experience enjoyable for consumers, independent of home team success
3. the combining of all elements on game da
event experience: core element
1. game form (rules or techniques)
2. players
3. fan behavior
4. apparel
5. venue
product extension: things that enhance the experience
1. coaches
2. tickets
3. luxury boxes
4. programs
5. video screens
6. music
7. memorabilia
8. mascots
game form
1. rules and techniques
2. special features that may make a sport product especially attractive to certain consumers
3. individual moves
star power
1. a presence that transcends the actual playing
2. today's players, coaches, and owners are extended beyond the event
3. star talent, or its absence, can make or break entire leagues
4. sponsors are keys to broad product extension
fan behavior
1. fans are an essential part of any sport event and move the core product into the realm of spectacle; they expand the drama
2. sport marketers must be careful how they promote fan behavior as part of the event experience, because unruly fans can poison
apparel
1. equipment needed to compete is part of the core product
2. apparel and equipment also go well beyond the core product and become key identifiers and extensions for brands
venue
1. teams and franchises are closely aligned with their venues
2. memories and communities are created within those venues
3. venues also provide significant revenue streams during and outside game days
marketing the core experience
for the core sport event (product) to be marketed effectively, sport organizations must control and use additional key elements of the experience:
1. personnel and process
2. memories
3. novelties and fantasies
4. tickets, programs, and other printed mate
personnel and process
1. personnel and process refer to the event staff and the manner in which they go about their jobs
2. from the sport consumer's perspective, those employees and the way that they interact with consumers are part of the sport event experience (core product
ticket and other print and electronic materials
tickets can be used as both a promotional tool and a source of revenue
hybrid and electronic products
1. applications on mobile devices
2. QR codes
3. video games
4. sport-linked music production
5. fantasy sports
sport product strategy
1. differentiation
2. product development
3. product position
4. brands and branding
product differentiating
what makes one product distinctive from another and attractive in the consumers' minds?
product development
1. generation of ideas
2. screening and implementation of ideas, which includes
- refinement of the product concept,
- market and business analysis,
- development of the actual product,
- market testing, and
- commercialization
managing the five images of any organization or product
1. trademark imagery
2. product imagery
3. associative imagery
4. user imagery
5. usage imagery
product position
product positioning refers to how marketers attempt to create or change the perception of the product in consumers' minds
perceptual mapping
1. select two attributes of product
2. place each on an axis
3. poll consumers to rate the product on attributes (scale of 1 to 10)
4. information will assist in determining product position in the market and potentially in segmentation
brand equity
1. name recognition or awareness
2. strong mental or emotional associations
3. perceived brand quality
4. strong customer loyalty
product life cycle
1. introduction
2. growth
3. maturity
4. decline
speculations about sport product life cycles
1. game forms that enjoy any kind of maturity seem to be resistant to decline
2. teams and franchises have more volatile and unpredictable cycles than those of their overall sports
3. equipment cycles appear more technology driven than apparel cycles
4. a