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SEM1 1.04 Product Service Management

SEM1 1.04 Product Service Management. Categories and characteristics of sport/event products. Categories of sport/event products. Sport Events Ones we participate in Ones watch/hear, in person/on TV, radio or internet Athletes or Entertainers

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SEM1 1.04 Product Service Management

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  1. SEM1 1.04 Product Service Management Categories and characteristics of sport/event products

  2. Categories of sport/event products. Sport Events • Ones we participate in • Ones watch/hear, in person/on TV, radio or internet Athletes or Entertainers • Essential for sport events / without them there are no competitions

  3. Venues Fans are connected to them when: a. Colorful history b. Special memories in community Madison Square Garden In New York Chicago Stadium in Chicago, IL

  4. Categories of sport/event products. Non-sport events • Concerts most popular • Festivals • Conventions • Plays or Opera Sporting goods • Equipment- bat, helmet, cleats • Apparel – Running shorts, hats ,

  5. LICENSED MERCHANDISE Any product that bears the name or logo of a sport team or league produced and Distributed by an authorized manufacturer. • Clothing is huge. • Also sold at non-sport events • Examples: • Video games • Jackets • Hats

  6. Sport media Sport mediums are sport/event products. Examples: • 1) TV shows and networks • 2) Web sites • 3) Magazines • 4) Newspapers • 5) Radio broadcasts

  7. SPORT SERVICES Sport services a. Lessons b. Camps c. Fitness/recreation centers Rented-goods services Renting a product for a period of time Examples: 1) Renting jet skis for a day on the lake 2) Reserving a city softball complex for your league tournament

  8. SPORT SERVICES Owned-goods services Repair or change a product you own Example: 1) Pay for tennis racket to be restrung

  9. Goods vs. Services Consistency of Goods 1) Quality of a good every time you buy it 2) Example: a) Adidas sweatshirts are comfortable all the time b) If it’s a defect, exchange it The Trefoil Hoody in Bloom Women’s Sweatshirts By adidas

  10. Goods vs. Services Consistency of Services • Harder to guarantee over time. • Customer Service can be inconsistent 2) Example: Rock band Good Charlotte gives 1 good concert and 2 bad concerts In Charlotte

  11. Goods vs. Services If product is inconsistent, market product elements you can control. • Prices: Group sales; discounts • Atmosphere: Comfort seating; jumbo scoreboard • Pregame and half-time shows

  12. Goods vs. Services • Separability -A product’s ability to be considered apart from its provider. Example: Justin Timberlake’s new CD. Do you care were you buy it? You’re able to separate the good from the provider. • Perishability – Able to store the product. Goods can be stored, services can not. Justin Timberlake’s concerts are perishable.

  13. Q&A • Explain the concept of perishability. • Explain the concept of separability. • Is it difficult to separate a service from its provider? Give examples if times they have experienced this with sport/event products.

  14. Goods vs. Services Sport/event products can be both goods and services. For example: Join Planet Fitness you get service. You can buy sport drinks; snacks; bags and equipment

  15. Characteristics of sport/event products. Branding • The overall impression consumers get from it’s unique name, design or symbol. • Characteristics of a good brand: • Easy to recognize • Stick out from competition • Easily recognizable symbols • It’s own personality T

  16. Product Name Products names should be: • I. Positive • II. Memorable • III. Consistent with product’s desired image

  17. LOGOS • Marketers brand products through logos and trademarks • Meant to be recognizable by consumers. Example:

  18. Brand Image • Over time, brand awareness turns into brand image. • Brand image is the product’s “personality.” Example: In consumers’ mindsets, Nike symbolizes both athleticism and personal empowerment.

  19. Brand Loyalty • Marketers want their products to have a loyal, long-lasting consumer following. • Research indicates that our loyalty to specific sport teams is greater than our loyalty to any other products we consume.

  20. Unique characteristics of sport/event products. Quality Consumers look for quality in areas of: • Performance • Durability • Design • Reliability • Assurance • Responsiveness • Features

  21. Quality Both goods and services can be evaluated for quality. Areas such as: • Performance • Serviceability • Features • Durability • Reliability • Design

  22. In services, consumers look for quality in: • Reliability: can I depend on the service provider? • Tangibles: how do the venue, equipment, and personnel look? • Assurance: are the employees courteous and trustworthy?

  23. Responsiveness: are the employees helpful and prompt? • Empathy: how much individual attention will I receive from the service provider?

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