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THE ATLANTA BRAVES
Q1：What are the key elements of the Turner Field marketing effort?

Ans：

    1. Having clear vision, 䒟ot just baseball A baseball theme park� make people feel closer to Braves.
    2. Provide more time, Fans can enter the stadium 3 hours before games .The cheaper fee attracts consumers enjoying any activities.
    3. Provide excellent baseball park:(hitting and pitching �..)
    4. Over customer𠏋 expectation:
    Braves provides the service which exceeds customer𠏋 expectation and is better than competitor (yummy food expectation and information), He also builds the long relation with fans which make fans become his forever customers.

Q2: What aspects of the Atlanta Braves marketing mix might have been influenced by or developed based on business research?

Ans:

  1. Business research method provides business the process of studying questions. It also make researcher find questions, choose research method, and explain problem.
  2. The business research flow is as following:
    Defining the Problem→Planning a Research Design→Planning a Sample→Gathering the Data→Processing and Analyzing the Data→Formulating Conclusions and Preparing the Report→Defining the New Problem→and so on
  3. Braves finds that normal baseball just provide 9 innings of baseball , not good hot dog , and batting practice.
  4. So Braves use Business research method to find question and the solution.

    Question

    Solution

    Just provide 9 innings of baseball

    20th century tradition meets 21st century technology
    Not just baseball . A baseball theme park

    2 hours before game

    3 hours for entering the stadium which increases consuming time.

    Not good food

    Good food and fine restaurant

    Can not create more profit

    Many kinds of planning areas, meseums , and souvenir.

    Simple equipment

    Technology and new equipment attract new generation who becomes part of the happening Turner Field .

  6. Braves use Business Research Method which really increase business effort
    Marketing Mix:

    Position

    baseball park
    20th century tradition meets 21st century technology
    Not just baseball . A baseball theme park

    Product

    Provide rich product:

    baseball game
    food
    Interactive game
    Take picture
    Present

    Place

    Many consumption places
    stadium
    restaurant

    studio

    Price

    Interactive games $1 to $4
    chroma-key studios $10-$20
    Admission to the museum is $2.

    Promotion

    Opening from 3 hours before game to 2 hours after game .Live music.


Q3:What role should business research play in a sporting organization such as the Atlanta Braves?

Ans:

    According to Domald R. Cooper and C, Willian Emory, the purpose of business research is to provide relating information and solve business problem with systematic research method . So no matter business organization or sporting organization, business research method can help to resolve their problem.
    With the help of B.R., sporting organization can think systematically , gather relating information With scientific method , and use proper analyzing tool to transfer information to effective and reliable management data .This can be the decision reference for sporting organization.

CASE:WILLIAM G. ZIKUND BUSINESS RESEACH METHODS SIXTH EDITION P588
●研究報告