Management and Organizational Studies 1021A/B Chapter 7: MOS 1021 Consumer Behaviour Chapter 7 Summary

• School: Western University
• Department: Management and Organizational Studies
• Course: Management and Organizational Studies 1021A/B
• Professor: James O' Brian

Document Summary

Sports marketing is multi-faceted & involves marketing of emotions to connect product to fans. Create meaningful bonds with fans so they become & remain loyal supporters. The best way to showcase a product is by filling the stadium & having strong television audience (mass impressions) Pre-event build-up with media (product tickler), game day event marketing (product launch), in- game promotions, post-game public & media relations. Focus on building momentum & excitement with media & fans (consumers) Marketing efforts are mainly directed toward media, who relays what"s new/different etc. Product: good, service or idea consisting of a bunch of tangible & intangible attributes. Non-durable goods: items that do not last & are consumer once or a limited number of times. Durable goods: products that last for an extended period of time. Services: intangible activities, benefits or satisfactions offered for sale: primary services & supplementary services (allow services to differentiate, supplementary services include information, delivery, consultation, order taking, billing.