The Consumer and Sports Products. Economic Impact of Sports Marketing

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2 The Consumer and Sports Products Economic Impact of Sports Marketing 2

3 Chapter Objectives Define the sports consumer. Explain market segmentation. Identify sports products. Explain the differences between sports goods and services. Differentiate between the product line and product mix. Explain the economic impact of sports marketing. 3

4 The Sports Consumer A purchase by the sports consumer, as a customer, is like a vote because the purchase equals a decision of approval. sports consumer a person who may play, officiate, watch, or listen to sports, or read, use, purchase, predict, and/or collect items related to sports 4

5 The Sports Consumer The two categories that affect the sports consumer s decision to spend money on or participate in sports are: Environmental factors Family, friends Society s attitudes and values Cultural differences Climate and region Marketing influences Individual factors Self-concept or self-image Physical characteristics Learned characteristics Motivation and attitude 5

6 Sports Consumers and Market Segmentation Understanding market segmentation of the sports consumer market is important in order to sell products and services. Geographics Demographics Psychographics Product benefits market segmentation a way of analyzing a market by specific characteristics to create a target market Constantly shifting 6

7 Sports Products Sports products provide the consumer with satisfaction, entertainment, sociability, and achievement. People who share in the process of marketing sports products include owners, sponsors, communication firms, city governments, taxpayers, and consumers. sports products the goods, services, ideas, or a combination of those things related to sports that provide satisfaction to a consumer 7

8 Types of Sports Products The following sports products can be classified as goods or services, or both: tangible products physical goods that offer benefits to the consumer Sporting events Sports information Sports training Sporting goods Tangible products 8

9 Types of Sports Products In contrast with sports products, sports services are intangible products. intangible products non-physical services such as tennis lessons, personal training, and sports camp Ten areas of service quality are: Tangibles Reliability Responsiveness Competence Courtesy Credibility Security Access Communication Understanding 9

10 Types of Sports Products Sports businesses or organizations that offer a variety of products classify their products by product line and product mix. product line a group of closely related products manufactured and/or sold by a company product mix the total assortment of products that a company makes and/or sells 10

11 Sports Products and Product Extensions Sports products differ from typical consumer products because sports products have the ability to generate a greater variety of product extensions. 11

12 1. What are four characteristics needed to analyze the market segmentation of sports consumers? 2. How is a purchase by the sports consumer similar to a vote? 3. Define product mix. 12

13 Economic Effects From the moment the consumer inquires about a ticket to a sporting event, there is an impact on the economy. The local economy improves as a result of money spent at sporting events. 13

14 Economic Effects Each decision the consumer makes involves an opportunity cost. opportunity cost the loss of the opportunity that is passed up in order to receive something in exchange As the economy grows, then more infrastructure is needed to support an athletic event. infrastructure the physical development of an area, including the major public systems, services, and facilities of a country or region needed to make a location function 14

15 Economic Impact of Sports Parking $ Garage Ticket $ Agent $ City Pride Food $ and Merchandise Sporting Event $ Infrastructure $ Sanitation $ The Internet $ Taxes 15

16 The Sunshine State Orlando, Florida, is the home of an NBA sports franchise called the Orlando Magic. By selling Orlando Magic T-shirts, caps, and other items, investors were able to convince residents to make $100 deposits on season-ticket reservations. sports franchise an agreement or contract for a sports organization to sell a parent company s (i.e., a national sports league) good or service within a given area 16

17 Economic and Marketing Challenges The economic and marketing challenges of the Women s National Basketball Association are different than those of the National Basketball Association. Media perception of the WNBA is a major challenge, despite the fact that the WNBA attracts millions of spectators and viewers around the world. 17

18 To gain support, teams such as the Sparks are heavily involved in grassroots marketing. Grassroots Marketing Efforts grassroots marketing marketing activity on a local community level 18

19 Got Game and More Operating an e-tail business The Women s on an National electronic Basketball channel the Web can be costly, Association due to design, has delivery, come a long returns, way and in a operating expenses. few years since April 1996 when it was first formed. By Though 2001, WNBA Many larger games dot-com had been companies seen by 60 crashed million in fans the in s, countries. small Fostering stores like this Harris global Cyclery audience, of West the Newton, WNBA.com Massachusetts, Web site actually provides increase many sales services using for a its basic Web site. Today, a third of Harris s bicycle business rides in on followers: the Web draft to get notices, hard-to-find player parts information, and personal news, service. statistics, standings, game schedules, highlights, a virtual box office, fantasy Describe games, an e-business s and even an home e-tail page store. to your class after viewing one through marketingseries.glencoe.com. For more information on sports and entertainment marketing, go to marketingseries.glencoe.com. 19

20 1. What is opportunity cost? Give an example. 2. List six functions of an infrastructure of a community. 3. Why is grassroots marketing an important part of sports marketing? 20

21 Checking Concepts Describe how a marketer views a sports consumer. Name the four characteristics that need to be considered when analyzing the market segment of sports consumers. continued geographics, A sports consumer is a demographics, person who may play, psychographics, officiate, watch, or listen to sports, or and product read, use, purchase and/or benefits collect items related to sports. The sports consumer is the target of the sports marketer because the consumer as a customer makes purchases. 21

22 Checking Concepts Describe what happens when the correct sport consumer is targeted by a sports-marketing plan. Identify the sports product. Explain how sports goods and sports services differ. continued Targeting The In sports, good, services the service, are appropriate idea, produced or by the market maximizes combination players and sales; of consumed by the also, those it things will related spectators ultimately to simultaneously; sports that benefit there the provides is no consumer, formal channel the athlete, satisfaction of distribution. the team, to a the consumer. Tangible owner, goods and must the local be produced economy. by a manufacturer and sent to a retailer to sell to the consumer. 22

23 Checking Concepts Compare a product line and product mix. Define grassroots marketing. Critical Thinking 8. Explain five dimensions of service quality and how they apply to a sports team The five dimensions of A It is product marketing line is a quality include: group activity reliability perform of on closely a local related community promised products services; level. assurance knowledge manufactured and courtesy of and/or employees sold and by their a ability to convey trust company, and confidence; while a product empathy caring, mix is the individualized attention total for assortment customers; of products responsiveness that a willingness to help sports customers organization and provide makes prompt and/or service; and sells. tangibles appearance of equipment, materials, and venue. 23

24 24

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