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Answers will vary from student to student based on the organization they choose; however each should address the following:
- From an economic standpoint, regardless of social mission or vision, the ultimate goal for any business is to be profitable, and hence the sport marketer must keep the fact that all marketing efforts must consider the end result of profit.
- Sport marketers often are responsible for implementing such activities in line with the laws, rules, and regulations set forth by governing bodies.
- Sport organization have social obligation to be a good corporate citizen by contributing to the community and improving the quality of life through philanthropy.
-Sport marketers must also recognize their responsibility to do what is fair, just, right, and without harm to people; hence acting in an ethical manner in all they do.
Correct Answer
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Answers will vary from student to student based on the organization they choose; however each should address the following:
- From an economic standpoint, regardless of social mission or vision, the ultimate goal for any business is to be profitable, and hence the sport marketer must keep the fact that all marketing efforts must consider the end result of profit.
- Sport marketers often are responsible for implementing such activities in line with the laws, rules, and regulations set forth by governing bodies.
- Sport organization have social obligation to be a good corporate citizen by contributing to the community and improving the quality of life through philanthropy.
-Sport marketers must also recognize their responsibility to do what is fair, just, right, and without harm to people; hence acting in an ethical manner in all they do.
Correct Answer
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Answers will vary based on the type of sport organization chosen, but all answers should include the following…
The framework of a SWOT analysis should look at the internal strengths, internal weaknesses, external opportunities and external threats of the sport organization. The framework for understanding the sport organization itself is in the first two parts of a SWOT analysis: internal strengths and internal weaknesses. The strengths of a company are its resources and capabilities that can be used to develop a competitive advantage. A competitive advantage is where a company sustains profits above the average for the specific industry. Competitive advantage is usually looked at in two ways: cost advantage (when a company can deliver the same benefits as competitors at a lower cost) and differentiation advantage (when a company can deliver benefits that exceed those of other products in the specific industry). By understanding these concepts, a marketer can gain a better understanding of the company itself. In addition, the marketing professional can implement a more effective and efficient marketing effort by maintaining or improving on strengths, while seeking ways to improve on and eliminate weaknesses. Examples would include having limited time, staff or funding.
The framework of competition is in the last two parts of a SWOT analysis: external opportunities and external threats. By evaluating opportunities and threats, a company can evaluate their current status in the market, and determine which direction the company should be heading. This is most often guided by an organizational mission, through an evaluation of organizational and management options, and outlining the goods and/or services to be marketed. The opportunities are the marketplace openings that exist because others have not entered or capitalized on that part of the marketplace. Threats are those environmental factors that can negatively affect the marketing of a product if the company does not react to them.
Correct Answer
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Answers will vary based on the type of sport organization chosen, but all answers should include the following…
The framework of a SWOT analysis should look at the internal strengths, internal weaknesses, external opportunities and external threats of the sport organization. The framework for understanding the sport organization itself is in the first two parts of a SWOT analysis: internal strengths and internal weaknesses. The strengths of a company are its resources and capabilities that can be used to develop a competitive advantage. A competitive advantage is where a company sustains profits above the average for the specific industry. Competitive advantage is usually looked at in two ways: cost advantage (when a company can deliver the same benefits as competitors at a lower cost) and differentiation advantage (when a company can deliver benefits that exceed those of other products in the specific industry). By understanding these concepts, a marketer can gain a better understanding of the company itself. In addition, the marketing professional can implement a more effective and efficient marketing effort by maintaining or improving on strengths, while seeking ways to improve on and eliminate weaknesses. Examples would include having limited time, staff or funding.
The framework of competition is in the last two parts of a SWOT analysis: external opportunities and external threats. By evaluating opportunities and threats, a company can evaluate their current status in the market, and determine which direction the company should be heading. This is most often guided by an organizational mission, through an evaluation of organizational and management options, and outlining the goods and/or services to be marketed. The opportunities are the marketplace openings that exist because others have not entered or capitalized on that part of the marketplace. Threats are those environmental factors that can negatively affect the marketing of a product if the company does not react to them.
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Individual answers will vary, but the respondent should have considered the following from the textbook when responding to this question:
Right or wrong, children see the success of professional athletes and equate specific sports talent as someone to emulate. The use of popular athletes in advertising has existed in North America for many years. Baseball players such as Babe Ruth, or Ty Cobb were some of the first to allow their names and likeness to be mass produced for the sale of candy and tobacco products. Many athletes have appeared to represent a higher physical ideal and their superb individual performances, whether as Olympians or as professionals. These accomplishments make athletes commercially attractive to corporations for the purpose of endorsing a product or a brand.
In 1969, Joe Namath shattered the idea of the clean cut speak only when spoken too image. Namath was cocky, opinionated, anti-establishment, but good looking and a winner. Namath ushered in the notion of a young hero who was ready to replace traditional sport icons.
In the last 30 years, a new dimension has been added to the use of sports celebrity role model. Many companies have taken deliberate action to recruit the not so nice athlete. NIKE was the first to promote a non-conventional athlete (Steve Prefontaine) Nike also changed their marketing approach to have athletes who stood out promote their products. Non-traditional, controversial athletes such as tennis players John McEnroe, Andre Agassi and basketball player Charles Barkley became Nike advertising icons.
Celebrity endorsers are influential as role models because of their ability to attract attention to a commercial, product/service or organization. However, the use of sport endorsers benefits the product or brand in many more complex ways.
Role models change with the passing of time. Active sport athletes become retired sport athletes and younger athletes are there to take their place. An active athlete can be viewed in a number of different and unpredictable performance contexts. These contexts include winning, losing, honor, good sportsmanship, dirty play, and or emotional outbursts. Any of these can be used in a commercial format. These athletes are placed on a pedestal made of gold. Children only see the end product and equate this type of promotion with success. If I want to be like Mike, I have to wear Nike shoes, Hanes underwear, eat at McDonald, and drink Gatorade.
Marketing firms and corporations are not focusing on making future leaders of the world or even future Michael Jordan's and LeBron James'. Their focus is on getting children to purchase these products for the rest of their lives. Hopefully there is a true role model in their lives to explain the difference.
Correct Answer
verified
Individual answers will vary, but the respondent should have considered the following from the textbook when responding to this question:
Right or wrong, children see the success of professional athletes and equate specific sports talent as someone to emulate. The use of popular athletes in advertising has existed in North America for many years. Baseball players such as Babe Ruth, or Ty Cobb were some of the first to allow their names and likeness to be mass produced for the sale of candy and tobacco products. Many athletes have appeared to represent a higher physical ideal and their superb individual performances, whether as Olympians or as professionals. These accomplishments make athletes commercially attractive to corporations for the purpose of endorsing a product or a brand.
In 1969, Joe Namath shattered the idea of the clean cut speak only when spoken too image. Namath was cocky, opinionated, anti-establishment, but good looking and a winner. Namath ushered in the notion of a young hero who was ready to replace traditional sport icons.
In the last 30 years, a new dimension has been added to the use of sports celebrity role model. Many companies have taken deliberate action to recruit the not so nice athlete. NIKE was the first to promote a non-conventional athlete (Steve Prefontaine) Nike also changed their marketing approach to have athletes who stood out promote their products. Non-traditional, controversial athletes such as tennis players John McEnroe, Andre Agassi and basketball player Charles Barkley became Nike advertising icons.
Celebrity endorsers are influential as role models because of their ability to attract attention to a commercial, product/service or organization. However, the use of sport endorsers benefits the product or brand in many more complex ways.
Role models change with the passing of time. Active sport athletes become retired sport athletes and younger athletes are there to take their place. An active athlete can be viewed in a number of different and unpredictable performance contexts. These contexts include winning, losing, honor, good sportsmanship, dirty play, and or emotional outbursts. Any of these can be used in a commercial format. These athletes are placed on a pedestal made of gold. Children only see the end product and equate this type of promotion with success. If I want to be like Mike, I have to wear Nike shoes, Hanes underwear, eat at McDonald, and drink Gatorade.
Marketing firms and corporations are not focusing on making future leaders of the world or even future Michael Jordan's and LeBron James'. Their focus is on getting children to purchase these products for the rest of their lives. Hopefully there is a true role model in their lives to explain the difference.
Correct Answer
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Correct Answer
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