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| good or service, or any combo of the 2 that is designed to provide benefits to a sports spectator, participant or sponsor. |
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| tangible, physical products that offer benefits to consumers. |
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| intangible, nonphysical products. |
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| ability to see, feel, and touch the product. |
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| receiving the same level of quality over repeat purchases. ex. design of a golf ball is manufactured with very little variability. |
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| ability to store or inventory "pure goods", whereby services are lost if not consumed. goods may be inventoried or stored if they are not purchased immediately. |
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| length of time product may be inventoried. |
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| down time in which service provider is available but there is no demand. decreased profitability. ex- tennis pro offers lesson between 10 am and noon but no students enroll. |
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| manufacturers selectively choose the retailers that will best represent their goods. Also providing training on the product to their sales force. ex. consumer is purchasing a new pair of running shoes at a major shoe chain, such as Athletes Foot, quality of the good (reebok shoes) can be separated from quality of th |
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| a group of products based on where they fall on the goods-services continuum, number of other classifications schemes exist. |
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| total assortment of product lines that a sports organization sells. |
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| include branding, quality, and design which create the important attributes that make up and create a total product. |
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| name, design, symbol, or any combo that sports organization uses to help differentiate its products from the competition. 3 important branding concepts brand name, brand marks, and trademarks. |
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| element of the brand that can be vocalized, such Nike Air Jordan. Brand name needs to symbolized strength and confidence |
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| also known as the logo is the element of the brand that cannot be spoken. example the Nike Swoosh. This can be very costly. |
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| identifies that a sports organization has legally registered its brand name or brand mark and thus prevents others from using it. unfortunately, product counterfeiting or production of low cost copies of trademarked popular brands is reaching new heights. |
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| order of the branding process |
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| brand awareness, image, equity, loyalty |
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| refers to making consumers in the desired target market recognize and remember the brand name. Must be aware before they can understand the image. |
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| consumers set of beliefs about brands, which, in turn shape attitudes. Brand image can also be thought of as the personality of the brand. Ex. Organizations that sponsor sporting events are especially interested in strengthening the image of their products through association with sports entity (athlete, team or league). |
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| value that the brand contributes to a product in the marketplace. In economic terms, its the difference in value between a branded product and its generic equivalent. High level brand equity results in satisfaction which results in brand loyalty or repeat purchasers. |
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| one of the most important concepts to sports marketers, because it refers to a consistent preference or repeat purchase of one brand over all others in a product category. |
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| contractual agreement whereby a company may use another company's trademark in exchange for a royalty or fee. A branding strategy through licensing allows the organization to authorize the use of brand, brand name, brand mark, trademark, or trade name in conjunction with a good, service, or promotion in return for royalties. |
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| Licensed Product in American Pro Sports |
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MLB- 5.28 billion and 74 million fans
NFL-3.25 billion and a new split deal with Nike and New Era
NBA-3 billion, every year introducing new uniforms and products.
Collegiate Licensing Company-4.62 billion, all college sports apparel in the United states with the biggest entities being Texas, notre dame, alabama, michigan or the SEC as a whole.
Nascar- 1.3 billion, individual drivers who dominate the sport have more money from licensing |
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positive association with sports entity with player, team or league
greater levels of brand awareness
saves time and money normally required to build high levels of brand equity |
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| disadvantages to licensee |
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athlete, team or league could gain a bad rep. Ex. Terrell Owens is a risky athlete to choose because of his past behavior.
licensor experiences benefits and risks due to nature of licensing agreement |
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licensor is able to expand into new markets and penetrate existing markets more than ever before.
licensor is able to generate heightened awareness of the sports entity and potentially increase its equity if its paired with the appropriate products and services. |
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| disadvantages to licensor |
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| licensor may lose some control over elements of marketing mix. Product quality may be inferior, or price reductions may be offered frequently. May lessen perceived image of licensor. |
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| poor lettering, colors that are slightly different from true team colors and background colors bleeding through top color overlay are all signs of poor product quality. |
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| counterfeiters may try to fake official logo. Official items will typically have holograms on product or stickers with moving figures, and embroidered logos should be tightly woven. |
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| poor quality merchandise is often designated by split garment tags. rarely, if ever will official licensed products use factory rejects or seconds. |
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| many definitions and theres little agreement on what is correct. rather described by its dimensions |
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| dimensions of service quality |
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| consist of reliability, assurance, empathy, responsiveness, and tangibles. |
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| refers to the ability to perform promised service dependably and accurately. |
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| knowledge and courtesy of employees and their ability to convey trust and confidence. |
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| defined as caring, individualized attention the firm provides its customers. |
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| refers to willingness to help customers and provide prompt service. |
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| physical facilities, equipment, and appearance of the service personnel. |
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| to assess consumers perceptions of service quality across each dimension a 22 item survey instrument was developed by Parasuraman, Zeithaml, and Berry. requires the 22 items be administered twice. First respondents rate their expectations of service quality. Next they are asked to rate perceptions of service quality within the organization. |
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| Mcdonald, Sutton, and Milne adapted SERVQUAL and used it to evaluate spectators perception on an NBA team. |
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| quality dimension of goods |
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| based on how well the product conforms to specifications that were designed in the manufacturing process. |
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| 8 separate quality dimensions- performance, reliability, features, conformance, durability, serviceability, aesthetics, and perceived quality. |
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| important to consumers when purchasing expensive goods or hedonic purchases because they act to reduce the perceived risk and offset consumer sensitivity; fear of replacement, associated with cognitive dissonance. |
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| influences consumer perceptions of product quality. Includes aesthetics, style, and function of the product. The way it performs, feels and looks are all important aspects. |
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