Transcript CHAPTER 4: SPORTS PRODUCTS

CHAPTER 4: SPORTS
PRODUCTS
I.
THE SPORTS CONSUMER
 THE CONSUMER SUPPORTS SPORTS AND SPORTS
MARKETING BY PURCHASING.
 A CONSUMER MAY PLAY, OFFICIATE, WATCH, OR
LISTEN TO SPORTS, OR READ, USE, PURCHASE OR
COLLECT ITEMS RELATED TO SPORTS
A. CONSUMER REASONS-
-INCONVENIENT TIME
-DISLIKE OF THE TEAM
-DISLIKE THE SPORT
-TOO EXPENSIVE
B. CONSUMER DECISIONS- 2 FACTORS
DETERMINE A CONSUMERS WILLINGNESS TO
SPEND MONEY OR PARTICIPATE IN A SPORT:
 ENVIRONMENTAL FACTORS-
-FAMILY AND FRIENDS
-SOCIETY’S ATTITUDES AND VALUES
-CULTURAL DIFFERENCES(RACE/SEX)
-CLIMATE AND REGION
-COMMERCIALS
 INDIVIDUAL FACTORS-
-SELF CONCEPT
-SELF IMAGE
-SELF DEVELOPMENT/STAGE OF LIFE
(60% OF NFL FANS SAY THEY ACTUALLY
PARTICIPATED AND BECAME FANS BY AGE 11)
II. SPORTS CONSUMERS AND MARKET
SEGMENTATION
 BREAKING DOWN A MARKET INTO SPECIFIC
CHARACTERISTICS TO CREATE A TARGET MARKET:
-GEOGRAPHICS
-PSYCHOGRAPHICS
-DEMOGRAPHICS
-PRODUCT BENIFITS
A. MARKET SEGMENTATION SHIFTSSPORTS CONSUMER MARKETS CAN CHANGE
WHICH IS WHY PROFESSIONALS MUST CONSTANTLY
CHECK CURRENT CONSUMER RATINGS
http://www.youtube.com/watch?v=hiJ9AnNz47Y
http://www.youtube.com/watch?v=P16QYhc3Aw0
http://www.youtube.com/watch?v=-Zd0Jbb9XbA
http://www.youtube.com/watch?v=b1KAPKCKahc
B. REASONS FOR SHIFTS-
-POPULARITY OF SPECIFIC ATHLETE OR
SPORT-GOLF
-TARGETING APPRPT. GOODS
-COSTS
III. SPORTS PRODUCTS
 GOODS, SERVICES, IDEAS, OR A COMBINATION OF
THOSE THINGS RELATED TO SPORTS THAT
PROVIDE SATISFACTION TO THE CONSUMER.
A. THOSE INVOLVED-
-OWNERS
-SPONSORS
-COMMUNICATION FIRMS
-CITY GOVERNMENT/TAX PAYERS
-CONSUMERS
B. TYPES OF SPORTS PRODUCTS-
1.SPORTING EVENTS-CORE
2.SPORTS INFO-MEDIA
3.SPORTS TRAINING-SERVICE
4.SPORTING GOODS-EQUIPMENT
IV. SPORTS GOODS
TANGIBLE ITEMS THAT OFFER
BENEFITS
TO THE CONSUMER. THESE ARE PURCHASED AT
RETAILERS OR AT THE ACTUAL
EVENT
(SODA, HOT DOGS, BEER, SOUVENIRS)
A. QUALITY OF GOODS- 2 BASIC
IN REGARDS TO
QUALITY:
QUESTIONS
 DOES THE PRODUCT CONFORM TO DESIGN IN THE
MANUFACTURING PROCESS? (ARE YOU GETTING
WHAT YOU PAID FOR)
 HOW WELL DOES THE PRODUCT PERFORM ITS
FUNCTION?(ATHLETIC SHOES)
B. CONSUMER PERCEPTION OF GOOD-
MOST IMPORTANT!!!! IF QUALITY INCREASES,
PRICE INCREASES AND
YOU MAY LOSE LOYAL
CUSTOMERS
YOU MAY GAIN NEW CUSTOMERS!!!
V. SPORTS SERVICES
 INTANGIBLE OR NONPHYSICAL SUCH AS LESSONS,
PERSONAL TRAINING, AND SPORTS CAMPS.
A. QUALITY OF SERVICE-THE PHRASE TEAMQUAL
WAS IDENTIFIED AS A
GUIDE FOR SPORTS
QUALITY FOR THE NBA. THESE DIMENSIONS
INCLUDE:
 RELIABILITY
 ASSURANCE
 EMPATHY
 RESPONSIVENESS
 TANGIBLES
B. SERVICES MAY CONSTITUTE MORE PROFIT
THAN THE ACTUAL PRODUCT.
EXPERIENCE IS PRICELESS!!!!!!!
VI. PRODUCT EXTENSION
 SPORTS PRODUCTS HAVE THE ABILITY TO
GENERATE A GREATER VARIETY OF RELATED
PRODUCTS THEN BASIC PRODUCTS.
SUPERBOWL
PLAYERS
GAMES ENDORSEMENTS IMAGE
ARENA
TICKETS MACOTS PROGRAMS
VII. ECONOMIC IMPACT OF
MARKETING
SPORTS
 IF THE EVENT IS SUCCESSFUL IN GETTING THE
CONSUMER TO SPEND MONEY AND EXPERIENCE IS
POSITIVE, PROFIT RESULTS
 MONEY SPENT AT/FOR A SPORTING EVENT IS
DIVIDED AMONG ALL INVOLVED AND BENEFITS
LOCAL ECONOMY
 A DAY AT THE BALL PARK- ECONOMIC IMPACT!!!
VIII. “THE SUNSHINE STATE”
 FLORIDA IS THE NUMBER ONE TOURIST
DESTINATION IN THE WORLD!!!
 WHY??????
IX. GRASSROOTS MARKETING
 MARKETING AT A LOCAL COMMUNITY LEVEL.
 HELPS BUILD RELATIONSHIPS BETWEEN
COMMUNITY AND THE TEAM WHICH CAN HELP THE
ECONOMY OF AN AREA OR NEIGHBORHOOD.