Principles Of Marketing
17th Edition
ISBN: 9780134492513
Author: Kotler, Philip, Armstrong, Gary (gary M.)
Publisher: Pearson Higher Education,
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Chapter 5, Problem 5.16VC
Summary Introduction
Case summary:
Company I is the world famous huge sports entertainment media company. In the past few years, the company was professional in tennis and golf marketing. At present, the company handles sales and marketing activities in seventy to eighty colleges for their college sports marketing. The company takes care of everything within the college sports customers who are short of playing the games either in the field or in the court.
Though Person X thought that the college sports has equal fans, Company I finds that it was not true. The fans have different tastes regarding sports and it is mainly based on the institutional, geographic, and generational factors. Company I broadly comes to know about the process that the company undergoes to attend or view a sport event that connects with the customer in every stage.
Characters involved in the case:
- Company I
- Person X
To determine: The process through which the college sports fan may goes in buying decision. Provide an example for each stage.
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