Английский язык для профиля «Менеджмент в спорте». Учебное пособие для студентов 1 курса факультета Международного туризма, спорта и гостиничного бизн

Unit 8. Promoting and advertising in the sport industry

cial media healthchallenge would revolutionize health and fitness awareness in the work place because while it obviously benefits employees, it would also help the company by increasing productivity and loyalty and reducing healthcare costs.”

Impact: A brand sponsored contest guided by an influencer can have tremendous uplift in awareness and leads. Attaching it to a worthy social cause can double the benefits as consumers view the brand’s efforts as not only helping the brand, but the individual as well.

14.Role play the situation with a partner.

You are a representative of an advertising company. Your friend is going to hold a charity company during a sport event and asks you to organize it. You need to discuss all the aspects and provide with the presentation of the campaign.

You need to discuss:

•goals and objectives (whom the concert is supposed to support the financial help and why you are interested in it)

•the most appropriate type of sport event

•financial aspect

•organizational details (place, time, participants, target audience)

•ways of promotion.

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Unit 9.

Professional ethics and customer satisfaction

Lead-in

1)Why is ethics an important aspect of nowadays?

2)How can it influence the whole image of the company?

3)How can customer satisfaction be achieved?

4)What can have a bad impact on it?

Vocabulary

1)to endorse (v.) — рекомендовать в рекламе syn. support, recommend

endorsement (n.) — одобрение, рекомендация endorser (n.) — лицо, которое рекомендует товар или услугу в рекламе

to endorse a document — подписывать документ

2)fairness (n.) — справедливость, достоверность syn. justice

fair (adj.) — справедливый unfair (adj.) — несправедливость

in all fairness to — говоря по справедливости

3)accusation (n.) — обвинение syn. charge

to accuse of (v.) — обвинить в accusable (n.) — обвиняемый

accusation of bribery — обвинение во взяточничестве

4)to abandon (v.) — отказаться, оставить syn. to give up, to stop

abandonment (n.) — отказ, заброшенность abandoned (adj.) — заброшенный

to abandon a claim — отказываться от иска, претензии

5)to face smth. (v.) — встретиться, столкнуться с чем-то syn. to deal with

facing (adj.) — в преддверии

facing a common enemy — перед лицом общего врага

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somebody faces — приходится

6)to relate to (v.) — устанавливать связь, связывать syn. to connect, to correlate

relation (n.) — отношения, связь

relating to — применительно, в отношении

to be related with high rates — быть связанным с высокими рейтингами

7)to acquire (v.) — приобретать, достигать syn. to gain, obtain

acquirement (n.) — приобретение, овладение acquisition (n.) — приобретение, присвоение to acquire assets — приобретать активы

8)to imply (v.) — подразумевать, заключать в себе

syn. to indicate, signal

implication (n.) — вовлечение, значение

to implicate (v.) — заявить о причастности, вовлечь to imply an idea — подразумевать идею

9)fee (n.) — плата, взнос syn. payment

to pay fee — оплачивать

to charge an admission fee — взымать членский взнос legal fee — издержки на получение юридической помощи

10)to consider (v.) — рассматривать, принимать во внимание

syn. regard

consideration (n.) — рассмотрение considerable (adj.) — значительный

1.Fill in the gaps with the right form of the words given in brackets.

1)Tim Buttimore, Wilkinson’s agent, has received plenty of __________ offers and media requests since the final. (to endorse)

2)Was this a free and __________ election to the best of your information? (fairness)

3)They dismissed his claims, __________ him of trying to stir up racial tension for political advantage. (accusation)

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4)She __________ by her mother when she was less than six months old. (to abandon)

5)There is this long term demographic problem that any Government is going to have __________. (to face smth.)

6)The trick is maintaining the connection between singer and listener, __________the songs’ private pain to an audience’s. (to relate to)

7)With the __________ of weapons, the battle had been going much easier for the humans. (to acquire)

8)The book’s very title __________ acceptance of the classic distinction in philosophy between matter and form. (to imply)

9)Things have improved over the last few years. (to con-

sider)

10)It offers a free search engine and __________ to be one of the best on the market. (to consider)

2. Match up the words to make collocations.

4. Read Text A and answer the questions. Text A

Companies have used sports to market their products since the American Tobacco Company included baseball cards in their packages in the early 1900s. Businesses employ sports figures to endorse products ranging from clothes and shoes to cars

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and restaurants. While sports marketing has become a staple of American advertising over the last century, the mixture of sports and advertising is not without its ethical issues.

Marketing Ethics

The American Marketing Association promotes specific standards of conduct for advertising and marketing professionals to follow. The association expects marketers to follow the principles of honesty, responsibility, fairness and respect. These principles must be applied to interactions with all stakeholders. Ethics in sports marketing can be especially touchy, as sporting organizations often take on the additional responsibility to create a positive ethical image for their management, coaches, players and fans.

Racism and Sexism

From the dispute over Native American mascot names to the role of women in commercials, sports marketers have had to deal with accusations of racism and sexism. Many collegiate sports programs have changed or abandoned their Native American mascots and names. Professional teams like the Washington Redskins and Atlanta Braves face criticism for their nicknames. The Houston Astros were also targeted by critics for their approach to a “Ladies’ Night” that featured beauty treatments and a “Baseball 101” class.

Truth in Advertising

One of the most popular methods used in sports advertising is to relate the characteristics of the athletes and teams with products. For instance, the famous commercial for the Nike Air Jordan basketball shoes feature basketball legend Michael Jordan and film director Spike Lee, and the tagline, “It’s gotta be the shoes!” The implication was that anyone who wore the Air Jordan shoes could acquire at least some of Michael Jordan’s basketball talent. While most viewers saw the humour in the exaggeration, marketers must be cautious not to imply that a purchase can imbue them with extra abilities or talent.

Ambush Marketing

A tactic used by some advertisers is known as “ambush marketing, ” which involves marketers who insert their messages into an event without paying a sponsor’s fee to the organizers. Examples include sponsoring the broadcast of the event,

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buying commercial time around replays of the event or creating ads that resemble the event’s commercial messaging. Advocates of ambush marketing consider it a creative endeavour, while opponents see it as an unethical method to undercut competitors who are legitimate sponsors.

(https://bizfluent.com/info-8481485-ethical-is- sues-sports-marketing.html)

Questions

1)What methods of promoting are mentioned in the text?

2)What principles does the American Marketing Association follow?

3)Why is the ethical aspect important for them?

4)What sport programmes had to change their names because of racism and sexism?

5)How do companies involve sportsmen in their promotions?

6)What is an «ambush market»?

5.Find a word in the text that matches each definition below. The words appear in order.

1)a main or important element of something

__________________

2)put into operation or used__________________

3)a way of dealing with a situation or problem

__________________

4)a thing that has been bought __________________

5)be similar to something __________________

6.Find in the text the English equivalents of the following:

1)управление

2)честность

3)взаимодействия

4)участники проекта

5)реклама и объявления

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6)преувеличение

7)осторожный

8)насыщать, вдохновлять

9)ослабить

10)законный

7.Choose the correct explanation for the phrases in bold. They are from the text.

1)… become a staple of American advertising.

8. ReadTextBandmatchtheheadingswiththeparagraphs given.

A Lessons of Respect, Justice, and Integrity

B Money, Just Compensation and the Good Life

C Sport ethics is an essential part of sport marketing.

DEnhancement

•____ Sports ethics is that branch of the philosophy of sport addressing the specific ethical questions that arise during and around sports competitions. With the affirmation of professional sports in the past century as well as the rise of a voluminous entertainment industry related to it, sport ethics has come to be not only a fertile terrain for testing and developing philosophical notions

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and theories, but also a foremost point of contact between philosophy, civil institutions, and the society at large.

•____ Sports are based on the fair enforcement of rules. At a first approximation, this means that every contestant (being an individual player or a team) has the right to see the rules of the game applied in equal measure to each and every contestant while having the duty to try and respect the rules as best as possible. The educational importance of this aspect, not just for children and young adults but for everyone, can be hardly overstated. Sport is a critical tool to teach justice, the respect of rules for the benefit of a group (the contestants as well as the spectators), and honesty.

And yet, as it happens outside a competition, one may wonder if — at times — players are justified in seeking an unequal treatment. For instance, when breaking the rule will offset some mistaken call that the referee has made earlier the game, or will partially make up for some economic, social, or political inequities that stand in between the contesting teams, it seems that a player may have some justifiable motives for breaking the rule.

Isn’t it simply fair that a team who has had a valid touch down not counted in will be given some minor advantages over the next attack or defence situation?

This is, of course, a delicate matter, which challenges our ideas circa justice, respect and honesty in a way that mirrors the key issues humans face in other spheres of living.

•____ Another major area of confrontation regards human enhancement and, most notably, cases of doping. Considering how invasive the application of drugs and medical techniques is to the contemporary professional sport, it has become increasingly difficult to set an intelligent boundary between those performance enhancers that shall be tolerated and those that shall not be tolerated.

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Every professional athlete competing for a well-off team receives medical aids to enhance his or her performances in amounts that range from thousands of dollars to hundreds of thousands and, perhaps, millions. On one hand, this has contributed to spectacular results, which much add to the entertainment side of sport; on the other, however, wouldn’t it be simply more respectful for the athletes’ health and safety to set the bar for tolerance of enhancers as low as possible? In what ways enhancers have affected the relationship between body and soul among athletes?

• ____ The increasingly high salaries of certain athletes and the disparity between the pay of the most visible ones as opposed to the pay of the least visible ones have also offered the opportunity to rethink the issue of just compensation that much attention had received in eighteen hundred philosophy, with authors such as Karl Marx.

For instance, what is the just compensation for an NBA player? Should NBA salaries be capped? Should student athletes be granted a salary, in consideration of the business volume generated by NCAA competitions?

The entertainment industry associated with sports also offers us, on a daily basis, the opportunity to ponder to what extent income can contribute to leading a good life, one of the central themes of ancient Greek philosophy. Some athletes are sex symbols too, generously rewarded for offering their body image (and sometimes their private lives) to the public attention. Is that really the life of a dream? Why or why not?

9.Write a summary of Text B.

10.Comment upon the statements:

1) Loyal customers, they don’t just come back, they don’t simply recommend you, they insist that their friends do business with you. Chip Bell

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2)Customer service shouldn’t just be a department, it should be the entire company. Tony Hsieh, CEO of Zappos.

3)You can close more business in two months by becoming interested in other people than you can in two years by trying to get people interested in you. Dale Carnegie, Writer & Lecturer

4)Quality is remembered long after the price is forgotten. Gucci Family Slogan

5)Get closer than ever to your customers. So close, in fact, that you tell them what they need well before they realize it themselves. Steve Jobs, Apple.

11. Complete the text with the words in the box.

ethical due arises allow reasonable continually approximately

Professional athletes make millions of dollars. Although this fact in itself may be seen as an ethical issue, the bigger issue

___1 when college athletes are viewed to be “exploited.” College athletics brings in more than a billion dollars every year, with roughly 64 basketball schools and ___2 25 football schools bringing in over 80 percent of this money, yet the athletes don’t see a dime. They are given athletic scholarships, which ___3 them to receive a college education for free. The ___4 issues that arise with this is that many of these student-athletes are using college as a stepping stone to the professional leagues, and they don’t care about the college education. And as student-athletes, they are ___ 5 asked to miss classes ___ 6 to travel for their sport and miss study time because of long practice hours. Although a free education may seem like ___ 7 pay for some college athletes, what about the big-name athletes who are seen as celebrities on campus, and whose names are used for advertising to bring in money for their schools?

12. Role play the situation with a partner.

Imagine that you are managers in the coaching agency and a client-company is asking you for help. The company has decreased a lot in its customer satisfaction. Due to high turnover the service has become inconsistent. The impact of the former process lead to poor customer preparation, lack of control over the experience the customer was getting and an unpredictable service. Ineffective processes lead to more pressure on the busi-

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