Marketing "The Sports Network"
Abstract
According to Joel Evans and Barry Berman, "Marketing is
the anticipation, management, and satisfaction of demand
through the exchange process. (2, p. 16)" Marketing
encompasses several other items, including advertising,
buying, selling, and pricing. "The Sports Network" is
looking to use marketing and all that it encompasses in a
way that would expand their business to more and more
potential customers everyday. Marketing and all of its
aspects are applied to the company, "The Sports Network" in
this paper. The purpose of analyzing all of the aspects of
marketing that concern "The Sports Network" is to determine
whether or not "The Sports Network" has a solid marketing
foundation from upon which it can draw in order to go out
and expand its customer base. In order to expand its
customer base, "The Sports Network" must compete for clients
with the other firm in this oligopolistic market, the
"Sports Ticker", By entering the sports-wire service field
11 years ago, "The Sports Network" turned this formerly
monopolistic market into an oligopolistic one. By being
competitive in this oligopolistic market and thereby
expanding its customer base, "The Sports Network" can make
its sports-wire service available to people to whom it was
never before available. As a means to this ends, this
paper offers a few techniques that are viable options for
"The Sports Network" and which, if used, could prove very
beneficial. As a result of the research put into this
paper, it is concluded that "The Sports Network" has a very
solid marketing foundation and can feel free to put as much
effort as possible, even perhaps following one of the
marketing techniques offered in this paper, into expanding
the marketing abilities and therefore, the customer base, of
"The Sports Network."