Chapter 7The Product is Sports andEntertainment
The Product Mix•   How are the elements of the product    mix used to create an effective    marketing campaign?•   Compar...
The Product• Every product contains both tangible and  intangible parts.   – Tangible – physical features that can be seen...
Product• Product Mix   – A new product’s final form including      • Brand name      • Various products offered under the ...
Product Extension  – Items added to a product to make it more    attractive to the target market.     • Examples:         ...
Product EnhancementsFeatures added to the basic product that satisfy  additional needs and wants with the same  purchase. ...
Product Mix• Product Line   – A group of similar products with slight     variations to satisfy the different needs of    ...
Product Mix Con’t• Packaging  – Packaging is important and must be convenient    for consumers to handle.• Brand Developme...
BrandTrademark    The legal protection of words and symbols used by a      company.    Makes it illegal for other companie...
Brand RecognitionNon-recognition   Consumers are unable to identify brands.Rejection   When a customer will not purchase a...
Brand RecognitionPreference   Consumers view brands as valuableInsistence   Occurs when consumers value a brand to the    ...
Chapter ReviewWhich of the following is not a stage of brand  recognitions?   A.   Preference   B.   Introduction   C.   R...
Chapter ReviewProduct extensions include   A.   Warranties   B.   Testimonials from satisfied customers   C.   Instruction...
Product Marketing             Strategies– Compare and contrast the elements of a  product life cycle and identify the  imp...
Product Life CycleIntroduction   The product somewhat of a novelty in the     marketplace and only one brand of the new   ...
Product Life CycleGrowth    Sales of a product and profits increase.    Target market knows about and regularly purchases ...
Other Marketing IdeasDrop a Product   To cut losses, marketers may choose to drop a     product entirely.Sell/License   Ch...
More Marketing IdeasRegionalize   Only sell a product in the region where it is the     most popular and profitable.Modern...
PositioningUse by companies to differentiate its products or  services from its competitors products or  services.
Upcoming SlideShare
Loading in …5
×

Unit 7: Specalizing in Sports and Entertainment

747 views

Published on

Published in: Business
0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total views
747
On SlideShare
0
From Embeds
0
Number of Embeds
54
Actions
Shares
0
Downloads
4
Comments
0
Likes
0
Embeds 0
No embeds

No notes for slide

Unit 7: Specalizing in Sports and Entertainment

  1. 1. Chapter 7The Product is Sports andEntertainment
  2. 2. The Product Mix• How are the elements of the product mix used to create an effective marketing campaign?• Compare and contrast the different elements of the product mix and the role they play in producing a good product.• How are product enhancements used to satisfy additional customer needs?
  3. 3. The Product• Every product contains both tangible and intangible parts. – Tangible – physical features that can be seen and felt. – Intangible – nonphysical service features.
  4. 4. Product• Product Mix – A new product’s final form including • Brand name • Various products offered under the brand • Packaging
  5. 5. Product Extension – Items added to a product to make it more attractive to the target market. • Examples: – Guarantees – Warranties/Extended Warranties – Instructional Information/CD’s – Easy Instructions – 1-800 Numbers – Testimonials
  6. 6. Product EnhancementsFeatures added to the basic product that satisfy additional needs and wants with the same purchase. Examples: (Car) Dual comfort controls Higher quality interior fabrics Air Conditioning Cruise control Power convertible roof Stereo system
  7. 7. Product Mix• Product Line – A group of similar products with slight variations to satisfy the different needs of consumers. • Goal: Achieve the greatest amount of sales possible by satisfying the needs of a diverse target market. • Example: Soft Drinks
  8. 8. Product Mix Con’t• Packaging – Packaging is important and must be convenient for consumers to handle.• Brand Development – The name, symbol, word, design, or combination of these elements that identifies a product, service, or company. – Represents the company’s reputation of quality, reliability, and status in the marketplace.
  9. 9. BrandTrademark The legal protection of words and symbols used by a company. Makes it illegal for other companies to use a brand name.Licensed Brand A well-know name and/or symbol established by one company and sold for use by another company to promote its products. Example: Walt Disney Company College and professional teams license names and mascots.
  10. 10. Brand RecognitionNon-recognition Consumers are unable to identify brands.Rejection When a customer will not purchase a product due to the brand.Recognition Consumers know the brand but the brand has little influence on their purchases.
  11. 11. Brand RecognitionPreference Consumers view brands as valuableInsistence Occurs when consumers value a brand to the extent that they reject other brands when the preferred brand is not readily available.
  12. 12. Chapter ReviewWhich of the following is not a stage of brand recognitions? A. Preference B. Introduction C. Recognition D. Rejection
  13. 13. Chapter ReviewProduct extensions include A. Warranties B. Testimonials from satisfied customers C. Instructional CDs D. All of the above
  14. 14. Product Marketing Strategies– Compare and contrast the elements of a product life cycle and identify the importance knowing where your product falls on this timeline.– Compare and contrast the different types of pricing strategies and what step in the product life cycle they are used within.– Compare and contrast different types of strategies that are used within the decline stage and identify when they would be appropriate.
  15. 15. Product Life CycleIntroduction The product somewhat of a novelty in the marketplace and only one brand of the new product is available. Skimming Price Strategy Introduces new products at a very high price. Penetration Price Strategy Uses low pricing to help capture a large market share early.
  16. 16. Product Life CycleGrowth Sales of a product and profits increase. Target market knows about and regularly purchases the product.Maturity Sales level off or slow down. Most of the target market has already purchased the product.Decline Sales decrease and may not generate enough revenue to justify continued marketing of this product.
  17. 17. Other Marketing IdeasDrop a Product To cut losses, marketers may choose to drop a product entirely.Sell/License Choose to minimize losses during the decline stage by selling or licensing the product to another company.Discount The reduction of prices during the decline stage to sell merchandise faster.
  18. 18. More Marketing IdeasRegionalize Only sell a product in the region where it is the most popular and profitable.Modernize/Alter Alter or modernize a product to re-ignite interest within a product.Recommit The product’s “duty” is recommitted after different purposes are found for the product.
  19. 19. PositioningUse by companies to differentiate its products or services from its competitors products or services.

×