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M a r k s i n q a n d t h e*

Freviewin? theW e L c o m e . t o th e exciting world of marke t -ing. In this chapter , to star t you off, we.will first in troduce you to the basic c o n -cepts. W e ' L L start with a simple question:W h a t 7 5 m arketing? Sim ply put, market ingis managing profitable c u s t o m e r relation-ships. The aim o f ma rke t i ng is to cratevalu, fo r cus t omers and to capture valuin return. Chapter 1 is organized aroundfive steps in the marke t ing processf romunderstanding cus t ome r needs, to design-ing customer-driven. market ing strategiesand programs, to building c u s t o m e r rela-tionships and capturing valu for thefirm. Understanding these basic concep ts ,and f o rming your o wn ideas a b o u t wnatthey really m e a n to you, will give you asolid foundat ion for all that follows. ...T o ' s e t the stage, let's first look atM A S C A R . In only a few years, N A S C A R hasswiftly evo lv ed f r om a past ime fo r beer -guzzling Bubbas into a national m arketingphenomenon . How? B y creating high-ctane valu for its millions of fans. Inreturn, N A S C A R captures valu f rom thesefans, bo th fo r itself and for its many spon-sors. Read on and see ho w N A S C A R does it

i'hen yo u think o f N A S C A R , do you th ink o f t obacco -sp i t t i ng redneckand rurvclown race t^cks? Th ink aga in! These days , N A S C A R (thNat iona l Assoc ia t i on fo r Stock Car Au to Rac ing) is rnuch, much m o r

In fact, i t 's o ne grea t marke ing o rgan iza t i on . And f o r fans, N A S C A R is a lot m o rthan stock car race s. I t 's a h igh-oc tane , to ta l ly invo v ing expe r ience .

A s fo r the stereotypes, t h row them away. N A S C A R is now the second-highera ted regu lar season sport o n T V o n l y th e N F L d r a w s m o r e v i e w e r s a n d ra ces as e e n n 150 c c u n t r i e s in 23 languages. N A S C A R fans are young , affluen, andec ided ly fami ly oriented40 pe rcen t are w o m e n . W h a t 's m o r e , th e y are 75 milliostrongaccording t o o n e survey, one in t h r e e A m e r i c a n s f o l l o w s N A S C A R . M O important, fans are passionate about N A S C A R . A hardcore N A S C A R fan s. dn e a r t y $700 a y e a r o n N A S C A R - r e l a t e d c lo th ing, c o l l e c t i b l e s , a n d o t h e r t e mN A S C A R has e ve n b e c o m e a cu l tu ra l fo rc, as po l it ic ians scram ble to gain th e favco f a powerful demog raph i c dubbed " N A S C A R dads."

W h a t ' s N A S C A R ' s secre t? I ts incred ib le success resu l s f rom a single-mindef o c u s : crea t ing las t ing custom er re la t i onsh ips. For fans, the N A S C A R re lat ionshd e v e i o p s through a c a r e f u l blend o f live racing even ts, abundant media coveragand compelling Web sites.

Each year, fans e xper ience the adrena l in -charged, heart-stopping e xc i t e m e n t iN A S C A R racing f i rs thand by a t tend ing na t iona l tours to some two d o z e n t rac!-around the coun try. N A S C A R ra ces attract the a rgest c rowds o f any U.S. spor t i revent. Abou 240,000 peop le a t t ended the rece n t Dayto na 500, far m o re thattended the Super Bowl, and the Allstate Brickyard 400 sel ls out its m o r e tha300,000 sea ts each year . Last yea r a l o n e , N A S C A R even ts cap tu red 306 m il lict e lev is in v i ewe rs .

A t these even ts, fans hold ta i lgate part ies, c a m p and cook ou t , wa tch the caroar around the t ra ck , meei the drive rs, and swa p sto r ies with o ther N A S C A R enthisiasis. Track fac i l i t ies eve n inc lude R V parks next t o and right inside th e racing O V M a rve i s o ne s p o n s o r , "[In] wha t o the r spo r t can you dr i ve you r beat-up R Vc a m p e r into t h e s tad um and sitonitto wa tch the race?" N A S C A R real ly c a r e s a b oits c u s t o m e rs and goes out of its way to show them a good t im e . For example, raththan f le ec ing fans with ove r -p ri c ed fo o d a nd beer, N A S C A R t ra c ks encou rage fans

' bring tneir own. Such ac t i ons mean tha t N A S C A R might lose a sale today, but it v \To further t h e cus tome r re la t i onsh ip , N A S C A R m a k e s t h e s p o r t a w h o l e s o n

fami ly a f fa i r . The envi ronment is safe fo r k dsuni fo rmed s 'ecur i ty guards pa tro l ti

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track to keep things in une. The famlly atmosphere extends to the drvers, too.Unk e th e aloof an d often distant ath letes in other sports, N A S C A R dr ivers seem l ikeregular guys. Th ey are f r iend ly an d read i ly avai lab le to ming le with f ans an d signautographs. Fa ns v iew dr ivers as good role models , and the long N A S C A R traditionof f a m y i nvo lvemen t c reates the n ex t gen erat ion o f loya! fans .

Can' t make it to the track? N o prob lem. A n average N A S C A R even t reaches 18 mii-l ion TVviewers. Well-orchestrated coverage and in-car cameras put fans in the middleof the act ion, gving them v icar ious thril ls that keep them glued to the screen. "Whenthe network gets t right, my surround-sound bohers my neighbors but makes my earshappy," says Ange la Kotula, a 35-year-old human resources professional .

N A S C A R also del ivers th e N A S C A R exper ence through it s engaging W e b sites.N A S C A R . c o m serves up a glut of information and enertainmentin-depth news,dn'ver bios, background information, onl ine games, community discussions, and mer-chand i se . True d ie-hard fans can subscr ibe to TrackPass to ge t up-to-the-minutesandings, race video, streaming audio f rom the cars, and access to a host of archive daudio and video highghts. TrackPass with PitCommand even del ivers a real- t ime datafeed, complete with the GPS ocat ions of cars and data from drivers' dashboards.

But a big part of the N ASC AR experience is the feel ing that the sport, itself, s per-sonally accessible. A nyon e who knows how to dr ive feels that he or she, too, could be aChampion NASCAR drver. As48-year-old plice officer Ed Sweat puts it: "Geneics didno t bless me with the height of a bask etba l l player, o r was I born to nave the bulk of a

. 1. "define marketing and outtine the steps inth e marketmg procesa " - : ; " , - " . . ' . - . . '

: .2- e^pla in . theompQrtance of understan-ding, -. ; ' ' - customers.and,the-rrrarketpLac,-and-identify, . . ' , _ M / - - '< ' . . ' _ - : - _ '- -:-- "'- - - - ' - - - - r - - " j.- -_ . . -' / - ' ' J'.the five'cor^ marketplace. concepts ' '-;3, ideri,tffj/;the.key elemente'qf a custorner- - " . ;;*, driyen.-Fnarketing s.trategy and-"dscuss the . . . . . '';-/;;..;-marketng management orieritatihs that . " . " , .;.::;.>,;'guide j"ma>keting:strategy :- ,'\.';:L; "- : " ' - "Q/:/v:discuss cdstomer rationship.management,. ;; " andidenify strategies.fo'r creatng valu/or

' . ; customers and. captring value'jfram. . ;'--"".' - > ". ' . " custpmeris n return ' ' >-'; .:;- ;A;:'.5. describe the majar trnds and focces that are"changng.the marketing [arfdscipeih th is - - . .;' T age bf retationships.: