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Unit 2: Introduction to Sports & Entertainment Marketing
1. Describe at least three differences between fans and customers
At first glance it may appear that fans and customers are similar. However, upon
further inspection, there are many differences between fans and customers.
First, customers make decisions on what product to purchase based on cost.
Even if a customer becomes loyal to a particular brand, the customer can easily
change his or her site of purchase if the brand is available for a lesser price at
another store. In contrast, fans make decisions on what product (in this sense,
what team to support) based on factors other than price. For example, a Houston
Texans fan wouldn’t purchase a Dallas Cowboys jersey just because it costs less.
Secondly, the distribution channel ...
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