hieve its goals and objectives by meeting consumer needs. The following activities are characteristic of a marketing oriented organization:
Intelligence Generation – Analyzing and anticipating consumer demand, monitoring the external environment, and coordinating the data collected.
Intelligence Dissemination – Sharing the information gathered in the intelligence stage.
Responsiveness – Acting on the information gathered to make market decisions such as designing new products and services and developing promotions that appeal to consumers.
These activities are performed in order to more fully and wholly understand consumers’ needs in order to be able to supply them with sports products and services they desire. Sports industry growth continues to occur at a phenomenal pace. This is growth is true with respect to increased media coverage, growth in employment in the industry and continued growth in global markets. ESPN founder Bill Rasmussen argues that “America’s sports fans are insatiable” (Shank 6). Likewise these insatiable fans that are
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