NASCAR Chapter 1

Chapter 1

Marketing: Managing Profitable Customer Relationships

Individual Assignment 

1. Read the opening vignette to the chapter. Think about answers to the following questions:

a.       How does NASCAR develop and maintain relationships with its custom­ers, when over 200,000 could attend a single event?

b.      How has NASCAR proven that it is a family-friendly organization?

c.       How has NASCAR utilized technology to extend its relationships?

Share your findings with the class.

Think-Pair-Share

Consider the following questions, formulate an answer, pair with the student on your right, share your thoughts with one another, and respond to the questions from the instructor. These questions could also be given as out-of-class assignments.

1. How is marketing different than selling or advertising?
2. How many companies or brands do you feel you have a relationship with? Describe them.
3. Think about your “need” when you were exploring which college to attend. What was the marketing “offer” at your school that attracted you?
4. What type of company or organization might be required to practice “demarketing,” other than the examples in the text?
5. How is your college positioned in the marketplace?

Outside Example

The textbook talks about how Lexus delights their customers. But Lexus isn’t the only luxury brand to do that; it isn’t even the only Japanese luxury brand that focuses on delighting customers. Infiniti®, a brand of Nissan, is also concerned about its customer relationships. You can visit their Web site at http://www.nissanusa.com/ to read more about the philosophy of the company.

For instance, on the Web site you will find that the original creed of the company, way back in 1959 on its first introduction to the United States, was “Love cars, love people, love life.” This doesn’t sound much like an auto company, does it? But that creed seems to still be in effect today, and customers feel it.

A woman who recently bought an Infiniti did have a Zen-like experience as described in the original Nissan creed. Certain she wanted an Infiniti because of its good looks, she drove almost 90 miles to the closest Infiniti dealer. What she experienced there not only encouraged her to buy her vehicle from them, but to also have it serviced at that dealer.

Remember that dealer was 90 miles away from her home; that would normally be considered a major inconvenience. Would you drive that far to get your car serviced? What if, in doing so, you were given a free loaner car of a higher and more expensive model than the one you had purchased? If your car was washed and vacuumed even though it was only in there for an oil change? If you were given a long-stemmed red rose on leaving the dealership after your car was serviced? Many Infiniti dealers go above and beyond what constitutes normal service for automobiles in this country.

1. Does it make sense for Infiniti and Nissan, its parent, to provide such a high level of service to its customers? Why or why not?
2. What would be the best way for Infiniti to communicate this level of service to those it wishes to target?
3. Why do you think the parent company, Nissan, is not mentioned in Infiniti’s customer communications?
4. How has Infiniti grown its share of customer?
5. Describe how Infiniti both creates value for the customer and captures value from them.