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Marketing Mix – Product Element Types of Sports Products • Sports products can be goods, services or ideas related to sports that provide satisfaction to the consumer. Sports and sporting events can be classified into several categories including: • amateur sports (e.g., youth leagues) • high school sports • college and university sports • professional sports • international sporting events • extreme sports Types of Entertainment Products • Similarly, there are many forms of entertainment products that entertain the consumers: • Film & cinema • Television • Music (recorded music, concerts & shows) • Radio • Video Games • Theme Parks • Festivals & events • Publications (newspaper, magazines & books) • Marketing professionals have unlimited products to offer to almost any target market. New and emerging sports and entertainment products keep the marketplace in a constant state of competition and evolution. Within the many sports and entertainment products, many organizations may focus an specific niche markets. Niche marketing is a type of marketing that focuses on a small target market of consumers who have very similar interests in an area/event/sport that is not being addressed by mainstream providers. What is a Product Mix? • Every product is a complex blending of features referred to as the product mix. • The assortment of features, the brand name, the various products offered under the brand, and the packaging are all a part of the product mix. What are Product Enhancements/Extensions? • All of these sports and entertainment basic products have product extensions/enhancements to complement the core product. • Product Extension/Enhancements – Target markets have an identified need for a basic product. Product enhancements are features added to the basic product that satisfy additional needs and wants with the same purchase. Examples: • A Super Bowl football game is a core, or main sports product. From that one event, product extensions develop, and sports consumers purchase them. Super Bowl programs, videos, statistics in the news, related television programs, and t-shirts are all product extensions of the core product. • Seating at a football game may be the bleacher seats in the end zone with no back supports. Product enhancements would include individual seats located on the 50-yard line or seats located in an air-conditioned corporate box offering food service and other special comforts.