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Advantages and disadvantages of professional development
Advantages and disadvantages of professional development
Marketing promotion objectives
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The ultimate goal of marketing is to become a household name, meaning that a product should be well known to everyone. Sports marketing has the same goal, except the product is associated with sports such as sports clothing, teams, or sports drinks. In an article titled “Career and Professional Development: Sports Marketing,” contributors describe the general classification of a sports marketer. The article explains that a sports marketer generally stays at the same level throughout his/her career due to its high satisfaction. Alexandru Mihai writes in his article “The Strategic Sport Marketing Planning Process” that there are certain steps a sports marketer needs to take in order to have success. A few of these steps include organization, advertising and public relations, and implementing promotion of the product as much as possible. The article “Overview of Careers in Sports Marketing” breaks down qualities of a sports marketer including a creative mind and a competitive edge. In addition, the article emphasizes that a sports marketer needs experience and promotion to have success. Jordan Powell writes in his article about Matt Piva, titled “Matt Piva’s Journey Into The Industry” that the successful motocross driver, Matt Piva has dedicated himself to the field of sports marketing and continues to participate in the sport he loves while promoting brands that he believes in. Matt Piva promotes the widely known brand, Skullcandy, and tells Powell that any sports marketer knows that he/she needs promotion and advertisement for success. Chris Conway writes about the famous Redbull energy drink in his article “A Sports Marketing Success Story.” He describes the immense amount of success the company has had due to sponsoring several ...
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...uct out there through sponsorship, promotion and advertisement. With Redbull and Skullcandy as prime examples of a successful business, sports marketers can achieve success like those two with promotion as their key.
Works Cited
“Career and Professional Development: Sports Marketing.” Wake Forest University. Wake Forest University, 2013. Web. 6 December 2013.
Conway, Chris. “A Sports Marketing Success Story.” Sports Networker. Sports Networker, 2012. Web. 6 December 2013.
Mihai, Alexandru. “The Strategic Sports Marketing Planning Process.” Manager. Manager Journal, 2013. Web. 6 December 2013.
“Overview of Careers in Sports Marketing.” Career Prospects. Business.NMSU. Web. 6 December 2013.
Powell, Jordan. “From Team Sports to Moto: Matt Piva’s Journey Into the Industry.” 26 December, 2012. Transworld Motocross. Transworld Motocross, 2013. Web. 6 December 2013.
Shank, M. D. (2009). Sports marketing: a strategic perspective (4th Ed.). Upper Saddle River, N.J.: Pearson Prentice Hall.
Athletes are a big part of the business community. The media exposure athletes receives cause them to be perceived more as celebrities. It causes them to have a greater impact in the marketing and selling of products. For instance, the tremendous amount of media coverage that Michael Jordan received gave him a prominent role in the business world. Athletic companies and various kinds of businesses wanted him to endorse their products. Now, because of his Nike endorsement, the athletic apparel and shoe industries are a big part of the American economy. Through endorsements companies now look upon athletes to strengthen their products. In most cases, this method is usually successful. This gives an overall boost to the economy, hence fortifying athletes’ significance.
A decade worth of athletes has had the chance to eclipse Michael Jordan in the minds of the consumer. Yet even out of the spotlight Jordan remains the sports personality with the greatest endorsement chops in the U.S.”( Badenhausen).
It is shocking the extravagant amounts of money that companies are willing to pay to advertise their products. From spending millions of dollars a second to have a commercial air during the Super Bowl or hiring a well-known face to support their product, companies are willing to do whatever it takes to get their brand out there. Br...
Most retailers know that the appearance of their stores plays a big part in determining consumer behavior. As such, they seek to use it to their advantage. Sport Chek sells various types of sports merchandise mainly to middle and upper class citizens of Canada. The company has many stores and online portals. The design of the stores communicates to customers that goods in the store are of high quality. Therefore, customers come with the expectation to pay a premium. The main elements that the store uses to influence consumer behavior include the choice of construction materials, careful choice of colors and shapes, and creative use of lighting. These elements have an impact on the affective, cognitive, and behavioral responses of potential customers. The channel strategy used by the company is effective because of Sport Chek’s strong brand name. The company can benefit more from a better channel strategy for its online shopping portal that can help it to take advantage of the global high-end sports market.
Cravens, D. W., & Piercy, N. F. (2009). Strategic marketing (9th ed.). New York, NY: McGraw-Hill Company.
...fected by print advertising even if they don’t realize it. Nike uses all different forms of advertising to appeal to all audiences.
During the past 15 years, the drink has been copied by more than 100 competitors, but such companies as Coca-Cola and Anheuser-Busch have been unable to take market share away from Red Bull. Says Red Bull founder Dietrich Mateschitz, "If we don't create the market, it doesn't exist." Mateschitz's secret to creating a $1.6 billion worldwide stampede for Red Bull lies in a highly ingenious "buzz-marketing" strategy that herds consumers to exclusive and exciting events that get high media coverage. Red Bull supports close to 500 world-class extreme sports athletes that compete in spectacular and often record-breaking events across the globe. Mateschitz explains, "We don't bring the product to the consumer, we bring consumers to the product."
The class syllabus touched on how "International Management Group is considered the prototype sports marketing and management agency." After reading this book, understanding how Mark McCormack came to be the recipient of such praise was not hard grasp. The business lessons laid out in stories are practical, serving as excellent way to teach the reader and at the same time entertaining, keeping the pages turning. What They Don't Teach You at Harvard Business School touches on a broad spectrum of subjects creating diversity and leaving something for everyone.
Choi Joon Seo, a 31-year-old Korean who worked as regional marketing manager for Nike in Hong Kong, resigned his job so he could pursue his dream of building his own sports marketing company. (Jung et al. 2000)
The developmental stages of a successful campaign help to establish the product in the audience’s mind or consciousness. The stages of the Nike campaign can be described by using the Yale Five-Stage Developmental Model. Yale researchers developed this model while observing the growth of national identity. The first stage of this model is identification. Our text states that “Many products and causes develop a graphic symbol or logotype to create identification in the audience’s mind” (p. 264, Larson). The logo Nike is most famous for is “The Swoosh.” This is the term given to the symbol of winged victory that appears on Nike products. “The design of the swoosh logo was inspired by the wing from the Greek goddess Nike” (p. 3, http://shrike.depaul.edu /~mcoscino/word.html). The Nike logo’s presence can be noted in almost every aspect of the athletic world.
The marketing goals are: Increase customer retention, Increase eCommerce Sales, Increase our Community Involvement. The first goal specifically works towards reaching 60% repeat sales through different promotional strategies like emotional marketing and sponsoring different professional athletes. Customer retention is extremely important to maintain Nike’s market leader position. Increasing eCommerce is a major focus for Nike. Last year we were able to increase our eCommerce sales by a profitable 51%. Our second goal is to continue this trend by increasing online sales by 50% every year for the next four years. It is our belief that doing so will solidify Nike as a leader in the online athletic market. Nike truly believes that sport can change
The flip side of any sponsorship deal is the knowledge that the sponsoring organisation's most valuable marketing asset, its brand, is exposed to the risks that are inherent in professional sport. The key issue is the strength of the link between shocks, crises and general bad behaviour of top-profile sports people, and the image and brand equity of sponsors. In short, when the mud flies, does it stick to the brands?
Cravens, D. W., & Piercy, N. F. (2009). Strategic marketing (9th ed.). New York, NY: McGraw-Hill.
Promotion is to raise awareness of the sport marketer’s product, and to increase revenues in sales. Promotions are vital to the sports industry because it is how sport marketers advertise their products, and to raise awareness of the product and brand. An example of promotion would be when a professional baseball team has a promotional event such as a bobblehead give-a-way and a post game concert to raise attendance. This event raises awareness of the product, which would be the game, and promotes the sponsor who paid for the give-a-way. Sponsors seek to promote their brand, to create awareness for their product, and most importantly increase sale (Hickman, 170). Naturally sport franchises and sponsors fit together in give-a-ways because it mutually raises awareness for both entities. It is important that sport marketers utilize promotions because while it generates awareness among fans that do not closely follow the organization, it increases sales by bringing more people to the stadium. Promotions help improve image of the product, and place, while directly affecting price by improving