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NASCAR CASE014

NASCAR CASE014

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Published by fundmarketing

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Published by: fundmarketing on Jan 19, 2010
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04/28/2011

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Marksíinq
and the
Freviewin? the
WeLcome.to
the
exciting
world of
market-
ing.
In
this
chapter,
to
start
you
off,
we
.will
first
introduce
you to the
basic
con-
cepts.
We'LL
start
with
a simple
question:
What
75
marketing? Simply put,
marketing
is
managing
profitable
customer
relation-
ships. The
aim
of
marketing
is to
créate
valué,
for
customers
and to
capture valué
in
return.
Chapter
1 is
organized around
five
steps
in the
marketing
process—from
understanding
customer
needs,
to
design-
ing
customer-driven.
marketing
strategies
and programs,
to
building
customer
rela-
tionshipsand
capturing valué
for the
firm.
Understanding
these
basic
concepts,
and
forming your
own
ideas
about
wnat
they
really
mean
to
you,
will
give
you a
solid
foundation
for
all
that
follows.
...
To'set
the
stage,
let's first
look
at
MASCAR.
In
only
a few years,
NASCAR
has
swiftly
evolved from
a
pastime
for
beer-
guzzling
Bubbas
into
a
national marketing
phenomenon.
How?
By
creating
high-
óctane
valué
for its
millions
of
fans.
In
return,
NASCAR
captures
valué
from
these
fans,
both
for
itself
and for its
many
spon-
sors.
Read
on and see
how
NASCAR
does
it
i'hen
you
think
of
NASCAR,
do you think of tobacco-spitting redneck
and rurvclown race
t^cks?
Think again! These days,
NASCAR
(th
National Association for Stock Car Auto Racing) is
rnuch, much
mor
In
fact, it's
one
great markeíing organization.
And for
fans,
NASCAR
is a
lot
mor
than
stock car races. It's a high-octane, totally invoíving experience.
As
for the
stereotypes,
throw
them
away.
NASCAR
is now the
second-highe
rated regular season
sport
on
TV—only
theNFLdrawsmore
viewers—and
races aseen
¡n 150
ccuntries
in 23
languages.
NASCAR
fans
are
young,
affluení,
an
decidedly family
oriented—40
percent
are
women. What's more, they
are 75
millio
strong—according
to one
survey,
one in
three Americans follows
NASCAR. MOÍ
important,
fans
are
passionate about
NASCAR.
A
hardcore
NASCAR
fan s. d
nearty
$700
a
year
on
NASCAR-related
clothing,
collectibles, and
other Ítem;
NASCAR
has
even become
a
cultural forcé,
as
politicians scramble
to
gain
the
favc
of a
powerful
demographic dubbed
"NASCAR
dads."
What's
NASCAR's
secret? Its incredible success resulís from a
single-minde
focus:
creating lasting customer relationships. For fans, the
NASCAR
relationshi
deveiops
through
acareful
blend
of
live
racing
events, abundant media coverag
and
compelling
Web
sites.
Each
year, fans experience
the
adrenalin-charged,
heart-stopping
excitement
i
NASCAR
racing
firsthand by attending national tours to
some
two
dozen
trac!-
around the country.
NASCAR
races
attract
the íargest crowds of any
U.S.
sportir
event. Abouí
240,000
people attended
the
recent Daytona 500,
far
more
th
attended the
Super
Bowl, and the Allstate
Brickyard
400
sells
out its
more
tha
300,000
seats each year. Last
year
alone,
NASCAR
events captured
306
millic
televisión
viewers.
At
these events, fans
hold
tailgate
parties,
camp
and
cook out, watch
the ca
roar
around
the
track,
meei
the
drivers,
and
swap stories with other
NASCAR
enthi
siasis.
Track facilities even include
RV
parks next
to and
right
inside
the
racing
OVÉ
Marveis
one
sponsor,
"[In]
what other sport
can you
drive your
beat-up
RV
<
camper
into
the stadíum and
sitonitto
watch the
race?"
NASCAR
really
cares abo
its
customers
and
goes
out of its way to
show
them
a
good time.
For example,
raththan fleecing fans
with
over-priced food
and
beer,
NASCAR
tracks encourage fans
'
bring
tneir
own. Such actions mean that
NASCAR
might
lose a
sale
today,
but
it
v\
To
further
the customer relationship,
NASCAR
makes the sport a wholesonfamily affair. The environment is
safe
for kíds—uniformed s'ecurity guards patrol
ti

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