The service marketing mix and purchase process in sport management

This chapter defines, explains, and critically analyzes constructs of the services marketing mix and the purchase process within the domain of sport management. A comprehensive examination of the expanded marketing mix for services sets the stage, meticulously dissecting the multifaceted landscape encountered by consumers in diverse buying situations specific to sport management. The narrative unfolds chronologically, from the inception of need arousal to the intricate nuances characterizing post-purchase behavior and feelings. Key milestones in the purchase process, including the recognition of the need, variable levels of involvement, and pivotal stages of information search, evaluation of alternatives, decision-making, and eventual purchase action, are methodically scrutinized. The chapter adeptly accomplishes its objectives: delineating the constituents of the service marketing mix, providing insight into consumer buying scenarios in sport management, and delineating the distinctive features inherent in the purchase process within the dynamic milieu of sport management.