The Product is Sports and Entertainment

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1 Product The Product is Sports and Entertainment Sports and Entertainment Marketing Class Council Rock School District

2 Product and the Product Mix Goals Define product, product development, product mix, product extension, and product enhancement. List and describe the components of the product mix. Identify the stages of the product lifecycle. Understand how branding, licensing, and packaging. Apply effective customer service techniques to satisfy customer needs.

3 Terms product product mix product extensions product enhancements product positioning product life cycle packaging brand branding trademark licensing

Product is Sports Sports Product: A good, service, or any combo that is

of the event It has a combination of tangible and intangible attributes

4 Product is Sports Sports Product: A good, service, or any combo that is designed to provide benefits to a sports spectator, participant, or sponsor. Spectators: are consumers who derive their benefit from the observation of the event It has a combination of tangible and intangible attributes (benefits, features, functions, uses). The core sports product is intangible. The core is the event experience composed of four components: Game or Competition or Event Players Equipment Venue For sports to take place, these basic product elements must always be present, always!

Product is Entertainment Entertainment as a Product: Any activity that holds the attention and

It can be one of the activities or events that have developed over thousands of years specifically

Movies, music, drama, dance, and different kinds of performance exist in all cultures, developed

5 Product is Entertainment Entertainment as a Product: Any activity that holds the attention and interest of an audience, or gives pleasure and delight. It can be one of the activities or events that have developed over thousands of years specifically for the purpose of keeping an audience's attention. Movies, music, drama, dance, and different kinds of performance exist in all cultures, developed into sophisticated forms and over time became available to all citizens. The process has been accelerated in modern times by an entertainment industry which records and sells entertainment products.

well as the experience tangible parts physical features that can be

GOLF Tangible Elements of the GOLF Product Little dimpled golf balls.

6 What is a Product Mix? All products are complex blending of tangible and intangible parts as well as the experience tangible parts physical features that can be seen and felt E.g. GOLF Tangible Elements of the GOLF Product Little dimpled golf balls. Oversized metal woods that are in different ways, standardized Decisions are made about a new product s final form and the total assorted features are referred to as the product mix

features Can t see Can t touch Can t smell or

7 What is a Product Mix? All products are complex blending of tangible and intangible parts as well as the experience intangible parts the nonphysical service features Can t see Can t touch Can t smell or taste E.g., GOLF Intangible Elements of the GOLF Product Golf Club memberships

8 What is a Product Mix? product mix the total assorted features associated with the product brand name various products offered under the brand product packaging

it more attractive to the target market Novelties & Fantasies Toys,

9 What is a Product Mix? product extensions in S&E Items or value added to a product to make it more attractive to the target market Novelties & Fantasies Toys, cards, fantasy games and camps, & autographs Personnel and Process Greater communication between organizations and fans.

Internet/electronic products Keep fans up-to-date & involved.

10 What is a Product Mix? product extensions in S&E items added to a product to make it more attractive to the target market Ticket & Printed Material Used as promotional & sponsorship tools. Internet/electronic products Keep fans up-to-date & involved. The Organization Sports is a business ultimately. Entertainment networks provide a widerange of products for consumers

11 Basic vs. Enhanced Product product enhancements features added to the basic product that satisfy additional needs and wants with the same purchase add value to product and may increase the purchase price Athletic shoes: Basic product construction for support and safety Nike: created specialized running shoe w/air-cushioned soles and lightweight materials

12 Basic vs. Enhanced Product product enhancements SMART Stadiums: High tec, mobile device focused support, and user-friendly apps to enhance the venue experiences

13 Provide three examples of a product enhancement.

Draft. Student Name: Teacher: Date: District: Caldwell. Assessment: 9_12 Marketing MH32 - Sports and Entertainment Marketing II Test 4

Draft. Student Name: Teacher: Date: District: Caldwell. Assessment: 9_12 Marketing MH32 - Sports and Entertainment Marketing II Test 4 Student Name: Draft Teacher: Date: District: Caldwell Assessment: 9_12 Marketing MH32 - Sports and Entertainment Marketing II Test 4 Description: SEM2 Unit 3 Review Questions Form: 501 1. What type of