市场营销案例分析NASCAR概要1

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1、Casestudy--NASCARTheNationalAssociationforStockCarAutoRacing(NASCAR)isafamilyownedandoperatedbusinessventurethatsanctionsandgovernsmultipleautoracingsportsevents.NASCARisthelargestsanctioningbodyofstockcarracingintheUnitedStates.NASCARContentsMarketplaceandmarketingenvir

2、onmentMarketbehaviorMarkettargetingExperientialMarketingTargetGroupsofPublicRelationsThreatofnewentantsAdvertisingAnalysisofmarketplaceandmarketingenvironmentMarketingreferstothesumofdemandforsomekindofcategoryofcommodity.Forfans,NASCARisalotmorethanstockcarraces.Ithasth

3、efeaturesofhigh-octane,totallyinvolving.MarketingEnvironmentmeantthegenericnameofexternalfactorsandcondictionrelatedtothemarketingactivitiesofanenterprise.Andmacro-environmentisoneofitspart.Populationenvironment:75millionoffansEconomicenvironment:richfansCultureenvironme

4、nt:becomeacultureforceSci-techenvironment:developmentofsocialmediaandInternetAnalysisofmarketbehaviorTheconsumermarketisthemarketthatsalesconsumersgoodsandservices.Tomeetthedemandsofmarketconsumption,enterprisesmustanalyzeandrecognizetherequirementofconsumers.MeansofNASC

5、ARtomeetcustomersrequirment:a.carefulblendofliveracingeventsb.abundantmediacoveragec.compelwebsitesd.highlyinvolvee.encouragetobringownfoodSocialculturefactorsaffectspurchasingbehaviorofconsumers.Culturecanbedefinedasthesumoffaith,valueandhabitsacquiredthroughlearningina

6、givensocietytoconsumerbehavior.NASCARfansarepassionateandloyaltothesportssponsors.AndinvolvinginNASCARenentsevenbecomesthetraditionoffans'families.MarkettargetingTargetmarketingrequiresmarketerstotakethreemajorsteps:a.Identifyandprofilegroupsofbuyerswhomightrequiresepera

7、teproductsormarketingmixes.b.Selectoneormoremarketsegmentstoenter.c.Establishandcommunicatetheproducts'Reydistinctivebenefitsinthemarket.ExperientialMarketingExperientialmarketing:Itmeansthemarketingexperiences.It'saprocessinwhichtheenterprisemeetscustomers'mentalorspiri

8、tualdemandswiththeprovisionofexperiencebyregardingthecustomerasacenter,theproductasaprop,andtheservicea