1.04 Guided NotesPage | 1
Employ product mix strategies to meet customer expectations
1)Product Service Management
a)Concepts and procedures necessary to ______, ______, ______, and ______a product or service mix in response to market opportunities.
b)Product: The ______and ______a business will offer to its customers
i)______of product: Will the business offer a variety of products?
ii)______: Does the packaging protect the product and provide necessary information about the product?
iii)Level of ______: What level of quality will the business ensure?
iv)______: What brand name products will the business offer?
v)______: Will the business offer a warranty to its customers to ensure satisfaction
2)Categories of sport/event products.
- ______Events
- Ones in which we ______
- Ones we just ______or hear, either in ______or on TV, radio or the internet
- ______
- Ones that earn their income from the ______on the field (Professionals)
- Ones that are considered ______and perform for their own ______
- ______
- Ones that ______only one sports team
- Ones that host ______sports teams
a)______events
i)______
ii)______
iii)______
b)Sporting ______
i)______
ii)______
iii)______
Categories of sport/event products
a)______merchandise
i)Apparel (soft goods) – team and player specific
ii)Hard goods – equipment, toys, etc.
b)Sports ______
i)TV/Radio – ______media
ii)Newspaper/magazine – ______media
iii)______– News, Info & Social Media
c)Sport ______
i)______
ii)______-goods services
iii)______-goods services
Branding
a)The overall ______consumers get from its unique ______, ______or ______.
i)Characteristics of a good brand:
(1)______to recognize
(2)Stick out from ______
(3)Easily ______symbols
(4)Its own ______
Brand ______
1)Your expectations of a brand based on previous ______
2)Brand image is a product's "______."
3)A product’s ______
a)Wrigley Field's reputation as a great sport/event venue is its image or personality.
Brand ______
1)Having consistent ______of a product
Brand ______
1)Getting the ______to know your product
2)Typically one of the first ______in marketing a new ______
3)______have Brand Loyalty or Brand Image without Brand Awareness
a)The team name, mascot, and logo are important ______that a sport/event organization uses to create and ______Brand Awareness
Unique characteristics of sport/event products
1)The unique characteristics of sport/event products make marketers’ jobs ______.
2)Outcome of sports/events cannot be ______, marketers focus on the elements of the product they can control, such as ______and ______.
3)______of Product
a)______—how well does this product do what it’s supposed to do?
b)______—will this product be easy to fix if something goes wrong?
c)______—what are the additional benefits of this product
d)______—how long will this product last?
e)______—will this product perform consistently?
f)______—do I like the way this product looks and feels?
4)Quality of ______
a)______—can I depend on the service provider?
b)______—how do the venue, equipment, and personnel look?
c)______—are the employees courteous and trustworthy?
d)______—are the employees helpful and prompt?
e)______—how much individual attention will I receive from the service provider?
5)______:
a)close link between the ______and the ______
6)______
a)Many sport/event products have a ______degree of perishability
b)If they’re not ______immediately, they will be gone ______
i)Game, Concert
7)Consistency
a)______: the quality of a product’s performances is ______to ______over a period of time
i)Panthers (Superbowl, Most loses in a season)
b)______: the quality of a product’s performances is ______to guarantee over a period of time
i)Nike Jordan's
Elements of the sport product
- ______
- ______
- ______
- ______
- ______
- ______
- ______:
- Awareness, Image and Loyalty
Most sport/event products are classified as…
a)A ______of goods and services
i)can ______ be treated as either pure goods or ______services
ii)Most sport/event products have a ______nature that ______elements of both types of products