 Today we will review for test tomorrow  Do now is on-line case work for class credit

 Is anyone who may play, officiate, watch or listen to sports or read, use, purchase and/or collect sports items.  A purchase by a sports consumer is like a “vote” because the purchase equals a decision of approval.

 Analyzing a market by specific characteristics to create a target market.  Geographics  Demographics  Psychographics  Product Benefits  Marketers also study consumer behavior, needs and wants regarding specific product benefits to consumers.

 Sports marketing professionals must constantly check current consumer approval ratings.

 Goods, services, ideas or a combination of those things related to sports that provide satisfaction to the consumer.  Example:  A monster-truck race can include music and celebrity appearances to entertain spectators.

 These events are the core products of sports marketing.  They include athletes and the arenas where the events take place.

 This sport’s product involves news, statistics, schedules, and stories.  Television, radio, online, and print media provide sports information.

 This product is usually a service such as instruction that is provided through fitness centers, sports camps and lessons.

 Equipment, licensed merchandise, collectibles, apparel, accessories and memorabilia  Tangible products – physical goods that offer benefits to customers.

 The focus Marketing  is on consumers and what they want, quality  Is among product requirements.  How well does the product perform its function in the opinion of the consumers, or end users of the goods?

Quality Dimension of GoodsConsumer’s Questions PerformanceHow well does the product perform its core function? Does the athletic running shoe increase your performance? Features Does the product offer additional benefits? Are the golf-club heads made with titanium?

 Intangible product or nonphysical service

 Reliability –  ability to perform promised services dependably and accurately  Assurance –  knowledge and courtesy of employees and their ability to convey trust and confidence  Empathy –  the caring, individualized attention provided by the professional sports franchise for its customers  Responsiveness –  willingness to help customers and provide prompt service  Tangibles –  appearance of equipment, personnel materials, and venue

 A group of closely related products manufactured and/or sold by a company. ▪ Example: Spalding sells several products lines.

 The total assortment of products that a company makes/sells.  Example: Wilson Sporting Goods makes a variety of different product lines that are closely related, but its product mix is extensive with equipment. ▪ Golf, baseball, fitness, clothes

1. Opportunity Costs 2. Infrastructure 3. Sports Franchise 4. Grassroots Marketing

 The loss of the opportunity that is passed up in order to receive something in exchange.

 Aiden has $100 and he can either buy a ticket to a Jet Game or an Islander Game.  If he goes to the Jet Game, the opportunity cost is the Islander Game.  If he goes to the Islander Game, the opportunity cost is the Jet Game.  If there are more choices than two, the opportunity cost is still only one item, never all of them.

 The physical development of an area including the major public systems, services, and facilities of a country or a region needed to make a location function.  Power and Water Supplies  Public Transportation  Telecommunications  Roads  School

 An agreement or contract for a sports organization to sell a parent company’s good or service within a given area.

 Marketing activities on a local community level.  Helping and assisting the community with charity and fund-raising events.