Here are two new sports/entertainment products with the specified elements: [GOOD PRODUCT] 1. Augmented Reality Sports Trading Cards - Types: Baseball, basketball, football cards - Sizes: Standard trading card dimensions - Packaging: Plastic sleeves inside cardboard packs - Quality: High resolution images and stats; durable AR features - Brand: "StatScan" - Warranty: N/A - Category: Licensed merchandise - Media: Social media promotions; in-stadium activations - Merchandise: Exclusive virtual card packs available as in-app purchases [SERVICE PRODUCT] 2. eSports Tournament Platform - Types: Franchise,

1. Employ product mix
strategies to meet customer
expectations

2.  Concepts and procedures necessary to
obtain, develop, maintain, and improve a
product or service mix in response to
market opportunities.
 Product: The goods and services a business
will offer to its customers
› Choice of product: Will the business offer a
variety of products?
› Packaging: Does the packaging protect the
product and provide necessary information
about the product?

3.  Product Cont.
› Level of quality: What level of quality will the
business ensure?
› Brand name: What brand name products will
the business offer?
› Warranty: Will the business offer a warranty to its
customers to ensure satisfaction

4. Sports Events
• Ones in which we participate
• Ones we just watch or hear, either in person or
on TV, radio or the internet
Athletes
• Ones that earn their income from the
performance on the field (Professionals)
• Ones that are considered amateurs and
perform for their own enjoyment
Venues
• Ones that host only one sports team
• Ones that host multiple sports teams

5. Non-sport events
a. Concerts
b. Festivals
c. Conventions
Sporting goods
a. Equipment
b. Apparel
c. Trinkets & Trash

6. Licensed merchandise
a. Apparel (soft goods) – team and player specific
b. Hard goods – equipment, toys, etc.
Sports Media
a. TV/Radio – Broadcast media
b. Newspaper/magazine – Print media
c. Internet – News, Info & Social Media
Sport Services
a. Lessons/camps
b. Rented-goods services
c. Owned-goods services

7. 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

8. Brand Image
Your expectations of a brand based on
previous knowledge
Brand image is a product's "personality."
A product’s reputation
Wrigley Field's reputation as a great sport/event venue
is its image or personality.

9. Brand Loyalty
›Having consistent consumption of a
product

10. Brand Awareness
›Getting the public to know your product
›Typically one of the first step in marketing a
new product
›Cannot have Brand Loyalty or Brand Image
without Brand Awareness
 The team name, mascot, and logo are
important elements that a sport/event
organization uses to create and maintain
Brand Awareness

11.  The unique characteristics of sport/event
products make marketers’ jobs
interesting.
 Outcome of sports/events cannot be
controlled, marketers focus on the
elements of the product they can
control, such as prices and promotions.

12. Quality of Product
› Performance—how well does this product do what it’s
supposed to do?
› Serviceability—will this product be easy to fix if
something goes wrong?
› Features—what are the additional benefits of this
product
› Durability—how long will this product last?
› Reliability—will this product perform consistently?
› Design—do I like the way this product looks and feels?

13.  Quality of Service
› Reliability—can I depend on the service
provider?
› Tangibles—how do the venue, equipment, and
personnel look?
› Assurance—are the employees courteous and
trustworthy?
› Responsiveness—are the employees helpful and
prompt?
› Empathy—how much individual attention will I
receive from the service provider?

14.  Separability:
› close link between the product and the
provider

15.  Perishability
› Many sport/event products have a high
degree of perishability
› If they’re not consumed immediately, they
will be gone forever
 Game, Concert

16.  Consistency
› Inconsistent: the quality of a product’s
performances is impossible to guarantee
over a period of time
 Panthers (Superbowl, Most loses in a season)
› Consistent: the quality of a product’s
performances is possible to guarantee over
a period of time
 Nike Jordan's

17. 1. Games
2. Events
3. Tickets
4. Organization
5. Facility
6. Equipment/clothing
7. Branding:
1. Awareness, Image and Loyalty

18.  A combination of goods and services
› can rarely be treated as either pure goods
or pure services
› Most sport/event products have a
multifaceted nature that combines elements
of both types of products

19. Identify the product elements
for a
MHS Football Game

20.  Students break into teams of 3 and their task is to create 2 new
products. Create the products in (2) PPT formats and then present to
the class.
 One product must be a sports or entertainment good
 One product must be a sports or entertainment service
 Students must include the following specifications
› Choice of product – types, sizes, etc. List all the elements of the product
› Packaging of product – types
› Quality of product – “relates to price so select carefully”
› Brand name – existing (show it) or brand new (create it for extra credit)
› Warranty – will you offer one and how would you do it for a service product?
What issues may you encounter?
› What sports/event product category does this compete?
› If a service, will you have professional or amateur as participants?
› Do you utilize a venue? List name, place, etc. Where are your goods sold?
› What type of media will you utilize to promote/perform your product?
› Will you offer additional merchandise? If so, what/why?