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SEM1 1.04 A- Product Service Management Employ product mix strategies to meet customer expectations

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SEM1 1.04 A- Product Service Management

Employ product mix strategies to meet customer expectations

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Product Service Management

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?

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Product Service Management

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

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Categories of sport/event products.

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

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Categories of sport/event products

Non-sport eventsa. Concertsb. Festivalsc. Conventions

Sporting goodsd. Equipmente. Apparelf. Trinkets & Trash

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Categories of sport/event products

Licensed merchandise a. Apparel (soft goods) – team and player specific

b. Hard goods – equipment, toys, etc.

Sports Mediaa. TV/Radio – Broadcast mediab. Newspaper/magazine – Print mediac. Internet – News, Info & Social Media

Sport Servicesd. Lessons/campse. Rented-goods servicesf. Owned-goods services

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Branding

The overall impression consumers get from it’s unique name, design or symbol.

›Characteristics of a good brand: Easy to recognizeStick out from competitionEasily recognizable symbolsIt’s own personality

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Branding

Brand Image Your expectations of a brand based on previous knowledgeBrand 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.

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Branding

Brand Loyalty›Having consistent consumption of a product

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Branding

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

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Unique characteristics of sport/event products

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.

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Unique characteristics of sport/event products

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?

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Unique characteristics of sport/event products

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?

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Unique characteristics of sport/event products

Separability:› close link between the product and the

provider

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Unique characteristics of sport/event products

Perishability› Many sport/event products have a high

degree of perishability› If they’re not consumed immediately, they

will be gone forever Game, Concert

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Unique characteristics of sport/event products

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

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Elements of the sport product

1. Games2. Events3. Tickets4. Organization5. Facility6. Equipment/clothing7. Branding:

1. Awareness, Image and Loyalty

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Most sport/event products are classified as…

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

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“We Do”

Identify the product elements for a

MHS Football Game

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SEM1 - 1.04 Activity – Product Service Management

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?


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