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SM 06_products - IntroductiontoSport Marketing Lecture6:SportProducts Lecture6.Overview ,anddescribe Ident

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Introduction to Sport  Marketing  Lecture 6: Sport Products
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Lecture 6. Overview Define the term sport product. Outline the key characteristics of sport products. Explain the sport product continuum. Define the term product augmentation, and describe  augmentation strategies. Identify the process of new product development. Explain the concept of the product life-cycle. Describe the process of building a sport brand.
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Product - the first element of the marketing mix
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What is a Sport Product? A good: a physical item; can be held and touched sport shoes, equipment, memorabilia, apparel A service intangible; not physical objects  an experience such as fitness and recreation opportunities,  entertainment, physiotherapy, or coaching.  An idea ideas can form the core of some sport products the idea behind a gym membership could be weight loss or fitness sport stimulates consumers to feel (emotional response) and to believe  certain things (thinking response)  A combination most sport products are a mixture of tangible and intangible elements 
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Differences between goods and services There are four important differences: 1. Tangibility 2. Consistency 3. Perishability 4. Seperability
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Tangibility Goods are tangible, physical objects Goods can be taken away and used later Goods can be used repeatedly Services are intangible Services cannot be taken home to keep Services are experienced for a period rather than owned.
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Consistency How reliable the quality of the product is from one time that it is  purchased and used to the next  Goods are usually highly consistent Sport services have more variable quality Service quality changes depending on who is delivering it and what  the conditions are (e.g. weather)   Variation in the quality of sport competition can be good Sport marketers should focus their attention on the quality of those  parts of the service that they have some control over, like prices,  food, beverages, and the venue
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Perishability Whether a sport product can be stored and used at  another time.  Sporting goods (like clothing and equipment) are not  perishable.  Services cannot be stored Unsold tickets cannot be stored to sell them at another  time. 
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Separability Whether the creation or manufacture of a sport product  happens at the same time that it is consumed.  Sporting goods are made prior to their use. their manufacture and consumption are separated
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This note was uploaded on 11/10/2011 for the course MKTG 4870 taught by Professor Deborahlester during the Fall '11 term at Kennesaw.

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SM 06_products - IntroductiontoSport Marketing Lecture6:SportProducts Lecture6.Overview ,anddescribe Ident

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