KNES 472 Lecture Notes - Lecture 5: Customer Satisfaction
Document Summary
The sport product: the sport product is both, goods: tangible, physical products that offer benefits to consumers, tennis balls, swim suit, hockey equipment, services: intangible, nonphysical products, the game itself, the experience, dance class, tennis lesson. The sport product is inconsistent from consumption to consumption. The marketer typically has little control over the core product and consequently must focus efforts on branding and product. Branding: a name, design, symbol, or any combination that a sports organization uses to help differentiate its products from the competition. Imply the benefits the sports product delivers. Be consistent with the image of the rest of the product lines, organization, and city. Brand equity dimensions: (1) brand loyalty, expensive to gain new customers/inexpensive to retain existing ones, customer satisfaction key, (2) brand awareness. People will often buy a familiar brand because they are comfortable or assume that a familiar brand is reliable/good quality.
