The Consumer and Sports Products
                 The Consumer and Sports Products
                 Economic Impact of Sports Marketing
                 Economic Impact of Sports Marketing
                                
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                       Chapter Objectives
        Define the sports consumer.
        Explain market segmentation.
        Identify sports products.
        Explain the differences between sports goods 
        and services.
        Differentiate between the product line and 
        product mix.
        Explain the economic impact of sports 
        marketing.
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                               The Sports Consumer
       A purchase by the sports                   sports consumer  a 
                                 sports 
       consumer, as a customer,                   person who may play, 
       consumer                                   officiate, watch, or listen 
       is a decision of approval in               to sports, or read, use, 
       an extremely competitive                   purchase, predict, 
       market.                                    and/or collect items 
                                                  related to sports
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                                    The Sports Consumer
       The two categories that affect the sports 
       consumer’s decision to spend money on or 
       participate in sports are:
            Environmental factors                      Individual factors
              – Family, friends                          – Self-concept or self-image
              – Society’s attitudes and values           – Physical characteristics
              – Cultural differences                     – Learned characteristics
              – Climate and region                       – Motivation and attitude
              – Marketing influences
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                                Sports Consumers and 
                                Market Segmentation
       Understanding market                         market segmentation  
                             market 
       segmentation of the sports                   a way of analyzing a 
       segmentation                                 market by specific 
       consumer market is                           characteristics to create 
       important in order to sell                   a target market
       products and services.                       (Start video at 2:15)
            Geographics
            Demographics
            Psychographics                      Constantly shifting
            Product benefits
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