By Eric C. Schwarz, Jason D. Hunter
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Additional resources for Advanced Theory and Practice in Sport Marketing
This helps to identify smaller groups to be targeted, and allows the sport marketer to develop an effective and efficient strategy to reach the target market. Step 6: Packaging the Sport Product This is the way the consumer will view the sport product. Since consumers view products in different ways, it is necessary to present the sport product in different ways. Packaging tangible or industrial sport products involves explaining the benefits of the products such as the strength and longevity of metal bats, comfort and safety of helmets, or the expanded sweet spot of oversized tennis rackets.
The organization could reward those with the highest level of production with the ability to watch event from the suite. The Principal Sport Product Is Perpetually Intangible, Subjective, and Variable The consumer experience is constantly subjective because it is subject to various levels of interpretation. This makes it very difficult for the sport marketer because with so many different consumer perceptions, it becomes challenging to guarantee the satisfaction of consumers. Additionally, since there is no predictability of the results of sport, and there is no guarantee of the quality of play from the participants, it again becomes challenging for the sport marketer to guarantee the satisfaction of the consumer.
Game officials, operations staff, office support). 3. The game or event itself is composed of two parts – the main product and the product enhancements: – The main product of the event is the actual competition taking place. – The product enhancements are the extras during the event, such as the mascot, music, halftime entertainment, concessions, and cheerleaders. These serve to enhance the overall experience for the customer. Step 3: Forecasting the Market Climate Assessing the sport climate requires examining internal and external factors as they affect marketing efforts.
Advanced Theory and Practice in Sport Marketing by Eric C. Schwarz, Jason D. Hunter