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SM%2011_services - IntroductiontoSport Marketing...

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Introduction to Sport  Marketing  Lecture 11: Sport Services
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Lecture 11. Overview Define the term services marketing.  Outline the differences between sport goods and services. Identify the three elements of the services marketing mix. Discuss the key variables of quality service. Explain the difference between outcome and process  quality. Discuss approaches for measuring service quality. Define the term customer satisfaction. Explain the concept of delighting the customer and the  situations in which it is a useful sport marketing strategy. Outline the six step process of customer relationship  marketing.
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Sport Services and the Sport Marketing Framework 
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Defining a Sport Service Tangibility: A physical thing that can be touched, seen, felt and  sometimes even smelt.  Sport services are intangible because they cannot be seen  or touched.  They do not exist beyond the memory of their experience.  Consistency: Refers to the uniformity of quality from one time that a  sport product or service is delivered to the next.  Sporting goods usually have a high degree of consistency.  Sport services usually have far more variable quality  depending on a range of factors including: who is providing  the service as well as the special conditions of its offering  (e.g. weather), and the variable performance of athletes  and teams.
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Perishability: Refers to whether a sport product or service can be  stored and used at another time.  Sporting goods (like clothing and equipment) tend not to  be perishable (there are exceptions). Sport services cannot be stored.  Separability: Describes whether a sport product or service is  manufactured or produced at the same time as it is consumed.  Sporting goods are manufactured well before they are  used. Sport services are made and consumed at the same time.  At a live sport event, the competition is created at the  same time that it is consumed by fans. 
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Principle 11.1.  There are four characteristics which illustrate the  difference between sport goods and services: tangibility,  consistency, perishability and separability. Sport services are  intangible because they exist only as an experience. Sport  services tend to be inconsistent because they are affected by  variables that are difficult to control. Sport services are  perishable because they can only be offered and experienced  once at any point in time. Sport services are inseparable  because they are consumed at the same time as they are  produced.
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The Services Mix (three more P’s)
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