Question Description
To receive full credit,each question response must cite at least one to two journal articles or tradepublications. Please cite all sources atthe bottom of your responses using your choice of either APA or MLA style(Google scholar has an easy tool for copying citations). All writing must bebased on some facts or literature research, not purely based on youropinions.
(1) What are the mainproblems in this case? Why? In the case, Brett Jewkes states that the marketingcommunications audit went much deeper. What are the deeper issues uncovered bythe audit?
(2) What are thedemographics of the core NASCAR fan? What about the next generation fan?Explain how the inter-generational model of NASCAR has been threatened by thegrowing number of single-family households. Is this something specific toNASCAR or a more general trend? The case discusses three potential consumersegments that NASCAR is considering as the next-generation fan: Hispanics,kids, and Generation Y. Describe the pros and cons of pursuing each segment.Which segment should be the highest priority? The focus group video password link is not working. You are not required to include this in your response to this question. Dr. Anne Gottfried 2.1.18
(3) Why are some fansdisappointed in the NASCAR event experience? Why are fans disappointed in 2011,but twenty years ago we heard few complaints? What specific steps would yourecommend to improve the fan experience? Be sure to cite specific examples fromthe focus group videos as part of your analysis and recommendations.
(4) What two-word phrasewas used to describe the state of social and digital media at NASCAR? Whatproblems have emerged in digital rights management? What should Brian France doto address this problem?
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