The Specifics of the Sport Product and Their Implications within the Marketing Activity
AbstractIn the economic sense, the term of sport product describes the sport good or service, offered to the consumer in order to satisfy his need for sport, be it spectator, viewer, active participant or sponsor. The sport product has a series of unique features that differentiate it significantly from the products corresponding to other fields of activity. The present article is presenting those features, starting with the ones corresponding to sport as a human activity, then going to the particularities of the sport consumer behavior and finishing with the characteristics of sport as part of the services sector. For each specific feature there are a series of recommendations for the marketing activity in order to better adapt the offer to the needs and demand of the sport consumer.
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Bibliographic InfoArticle provided by Academy of Economic Studies - Bucharest, Romania in its journal International Journal of Economic Practices and Theories.
Volume (Year): 1 (2011)
Issue (Month): 2 (September)
Sport product; marketing activity; sport consumer behavior; social integration; competition;
Find related papers by JEL classification:
- M31 - Business Administration and Business Economics; Marketing; Accounting - - Marketing and Advertising - - - Marketing
- L83 - Industrial Organization - - Industry Studies: Services - - - Sports; Gambling; Restaurants; Recreation; Tourism
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