As we come into Feb, the NBA all star weekend is coming. NBA is using the all star weekend to work as a promotion and marketing method.All the top NBA stars will crowd in LA this February. The all star game is more a show than regular games and people can vote for their favourite players who them want to play in the
team. This can be considered as an reward for fans' support for the whole year and the voting process can be considered as a co-creation which will increase customer satisfaction. This shows that NBA is an value-driven organization because it pay attention to the long term relationship with customers and evolves all the time. But apparently it is not for free, people have to either buy tickets or buy TV passes to watch the whole NBA all star weekend. In this case, the game can be considered as an highly differentiated goods and can use value based pricing because people will value it more than regular games.
team. This can be considered as an reward for fans' support for the whole year and the voting process can be considered as a co-creation which will increase customer satisfaction. This shows that NBA is an value-driven organization because it pay attention to the long term relationship with customers and evolves all the time. But apparently it is not for free, people have to either buy tickets or buy TV passes to watch the whole NBA all star weekend. In this case, the game can be considered as an highly differentiated goods and can use value based pricing because people will value it more than regular games.This is pretty much a routine for NBA and its fans, but NBA is still trying to do better. For example, on NBA.com, there still is 
some quick survey about how fans think about the all star weekend and the selected players. They are still doing marketing research about their customers and trying to improve their services and "product". Also those players in the all star game are role models or favourite players of millions of people. Even players not playing the game ( either injured cannot play or not selected) can be significantly influential. This can be a social factor of reference group that affect consumers purchasing behaviour. Those players are aspirational indirect reference group which can encourage more people to watch the game. And also, when they play the game, players will make athletic moves which will bring fans great excitement which can act as an affective influence that affect customers psychological needs.
some quick survey about how fans think about the all star weekend and the selected players. They are still doing marketing research about their customers and trying to improve their services and "product". Also those players in the all star game are role models or favourite players of millions of people. Even players not playing the game ( either injured cannot play or not selected) can be significantly influential. This can be a social factor of reference group that affect consumers purchasing behaviour. Those players are aspirational indirect reference group which can encourage more people to watch the game. And also, when they play the game, players will make athletic moves which will bring fans great excitement which can act as an affective influence that affect customers psychological needs.
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