Marketing 13th Edition by Gary Armstrong, Philip Kotler

Exercise 1

IMG Worldwide is the world's largest sports entertainment media company. In years past, IMG was all about professional golf and tennis marketing. But today, IMG handles sales and marketing activities for 70 to 80 colleges, making college sports marketing the company's highest-growth business. In short, IMG handles anything and everything that touches the college sports consumer short of actually playing games on the court or field.
Although you might think that all college sports fans are created equal, IMG finds that nothing could be further from the truth. How different fans consume sports and sports-related activities is affected by geographical, generational, and institutional factors. IMG focuses on comprehensively understanding the process that consumers go through to view or attend a sporting event. It then connects with consumers at each and every stage. After viewing the video featuring IMG Worldwide, answer the following questions:
Discuss how a college sports fan might go through the buying decision process, providing examples for each stage.