Phillies Case Study

599 Words3 Pages
1. What is the “product” that the Phillies market? What “products” are the Phillies careful not to market? The “product” that the Phillies market is the appeal of a fun ballpark experience. The Phillies Vice President of marketing, David Buck said “The ballpark experience is key. As long as you project an image of a fun ballpark experience in everything you do, you’re going to be in good shape.” A ballpark experience is not something you can hold in your hand so it wouldn’t be a regular product, but that’s what fans go there for. According to the text, the best advertising is the word of mouth from a happy fan. The product that the Phillies are careful not to market is the promise of winning games. They can’t promise fans a win for every single game. 2. How does the “quality” dimension in marketing the Philadelphia Phillies as an entertainment service differ from that in a consumer product such as breakfast cereal? The quality dimension differs because different fans attend the games for different reasons. There are people who go to every game and others who go once in a while because it feels like a once in a lifetime experience. Everybody has different feelings towards going to these games. For example, the die-hard fans go to the games with nothing but faith that every game can be won. They’re interested in stuff like strategy and the little things that make it special, they just want to see a win. It differs from breakfast cereal because the same people purchase it over and over because they love that certain cereal and its taste. 3. In terms of a social network marketing strategy, what are the likely characteristics of the Phillies fans and what should the Phillies Facebook fan page contain? Before social media it was the mail press, this process was slow and took days to reach the fans. Something that took days was reduced to minutes with the help
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