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Chap014[1] - Product Product*First Variable in the...

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Product Product *First Variable in the Traditional Marketing Mix *Our Emphasis is now on the Product-Focused Domain *Marketing of Sports Products Using Traditional Strategies The Product Variable *What the Marketer Is Attempting to Sell to Its Customers *Products Can Be Tangible Goods or Intangible Services *Good – Burton Snowboard *Service – Lift Ticket for Whistler Ski Resort Basic Product Concepts *Augmented Product – Basic Benefit *Ancillary Components – Additional Benefits *Total Product – The Augmented Product Combined with the Ancillary Components Product Assortment Product Assortment *Array of Products Offered by the Marketer *Periodic Assessment of the Assortment *Maintain Status Quo *Modify Existing Products in the Assortment *Product Extension *Introduce New Products *Product Deletion Sports Products Sports Products *Spectator Sports *Participation Sports *SASS – ( S porting Goods, A pparel, Athletic S hoes, and S ports-Related Products) Spectator Sports Spectator Sports *Live Audience *Media-Based Audience *TV *Radio *Internet *Mobile Technology Spectator Sports Product Spectator Sports Product *Product May Be Represented by: *Access to an Event
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*The Competition on the Field of Play Participation Sports Participation Sports *Organized Team Sports – Softball League *Informal Team Sports – Pickup Soccer *Individual Sports – Tennis, Jogging *Other Leisure Activities – Fishing, Poker Key Reasons for Participation Key Reasons for Participation *Personal Improvement *Appreciation of the Sport *Social Interaction SASS * S porting Goods – Spalding Basketball * A pparel – Canterbury Rugby Shirt *Athletic S hoes – Nike Air Jordans * S ports-Related Products – Golf Lesson Selling Sports Products Selling Sports Products *Represents Two Domains of the Sports Marketing Environment Matrix *Traditional Strategies – Product-Focused *Sponsorship Based – Sports Dominant Strategic Initiatives – the Core
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