市场营销案例分析NASCAR.pptVIP

Case study--NASCAR;The National Association for Stock Car Auto Racing (NASCAR) is a family owned and operated business venture that sanctions and governs multiple auto racing sports events. NASCAR is the largest sanctioning body of stock car racing in the United States.;Contents;Analysis of marketplace and marketing environment;Marketing Environment meant the generic name of external factors and condiction related to the marketing activities of an enterprise. And macro-environment is one of its part. Population environment: 75 million of fans Economic environment: rich fans Culture environment: become a culture force Sci-tech environment: development of social media and Internet ;Analysis of market behavior;Social culture factors affects purchasing behavior of consumers. Culture can be defined as the sum of faith, value and habits acquired through learning in a given society to consumer behavior. ;Market targeting;Experiential Marketing;In NASCAR,you can drive your beat-up RV or camper into the stadium and sit on it to watch the race. NASCAR tracks encourage fans to bring their own food and beer. ;Target Groups of Public Relations;Industrial relations: Industrial relations denote the use of public relations instruments vis-a-vis all interested sub-segments of the public in private enterprise. ;Threat of new entants;Advertising;;WHY IS NASCAR SO SUCCESSFUL?;Thank you !