MARKETING QUESTIONS

This exercise focuses on how recognizing the characteristics of services can enhance services marketing strategies The St. Louis Cardinals baseball organization is owned by Anheuser-Busch, which also operates Busch Stadium, home of the Cardinals. Despite being located in a relatively small market, the Cardinals have se attendance records. Much of this success is the result of effective services marketing at the balpark, which makes attending games an enjoyable experience for fans, whether the Cardinals win or lose. 1. What part of your experience at a baseball game is primarily intangible? What are you paying for when you go to a ballgame? 2. Busch Stadium holds around 55,000 fans. What difference does it make that services are highly perishable? How would this influence sales promotion activity? 3. What aspects of the baseball game experience are susceptible to heterogeneity? What does this say about the importance of employing high-quality personnel