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

Unit 7

Marketing in sports

Lead-in

1)What is marketing in sport needed for?

2)What do sport marketologists do?

3)How do you think they perform the working process?

4)What is a marketing plan?

5)What information should it involve?

6)What strategies do you know?

Vocabulary

1)to promote (v.) — способствовать, поддерживать, продвигать

syn. advance, forward

promotion (n.) — продвижение, содействие promotional (adj.) — способствующий развитию, стимулирующий продвижение

promote advertising — способствовать рекламе

to promote economic growth — способствовать экономическому росту

2)to fund (v.) — спонсировать, финансировать syn. sponsor, subsidize

refund (n.) — возврат, возвращение денег funded (part.) — спонсируемый, финансируемый to fund a project — финансировать проект

to fund partially — частично спонсировать

3)penetration (n.) — внедрение, доля участия to penetrate (v.) — внедрять

penetrative (adj.) — проникающий, глубинный

4)to achieve (v.) — достигать, добиваться осуществления syn. reach, arrive at

achievement (n.) — достижение

to achieve objectives — осуществить цели

5)to gain (v.) — добиваться, достигать результата syn. benefit, procure

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gains (n.) — доходы

to gain advantage — достичь преимущества

6)to utilize (v.) — использовать, задействовать syn. use

utilization (n.) — использование, привлечение to utilize services — пользоваться услугами to utilize resources — использовать ресурсы

7)to adapt (v.) — приспосабливать, применять к syn. accommodate, adjust

adaptation (n.) — приспособление, адаптация adaptable (adj.) — легко приспосабливаемый

8)to attract (v.) — привлекать, заинтересовывать attraction (n.) — привлечение, привлекательность attractive (adj.) — привлекательный

to attract funds (v.) — получать дополнительные средства

to attract investments (v.) — привлекать капиталовложения

9)to accomplish (v.) — выполнять, завершать syn. perform, carry out

accomplishment (n.) — выполнение, завершение accomplished (part.) — выполненный

to accomplish tasks — выполнять задания

10)simulcast (n.) — синхронная трансляция syn. broadcast, videocast

to simulcast (v.) — одновременно передавать

11)to host (v.) — проводить мероприятие на своей территории

to host a conference — проводить конференцию

12)concession (n.) — уступка, ценовая скидка syn. compromise, adjustment

to concede (v.) — уступать, допускать

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

1)Sales promotion events are sometimes the only vehicle when __________the product. (to promote)

2)The new practice, which __________by a private finance initiative, opened in March. (to fund)

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3)There are no other thinkers of that period, the 19th century, who really had such a __________ insight into the relationship between ecological crises and the construction of our society. (penetration)

4) Progress in __________ the objectives varied in line with fluctuations in the world economic cycle. (to achieve)

5)What __________ by insulting half of your audience? (to gain)

8)The federal government has long shown no interest in __________ foreign factories to its shores. (to attract)

10)News 24 will be __________ on BBC TWO between 9.00-10.00 pm. (simulcast)

11)Ten __________ have been released unharmed. (to host)

12)All parties, including the government and the suppliers

__________ the evidence as true. (concession)

3. Match up the words to make collocations.

4. Fill in the gaps with the collocations from 2.

1)They write a newspaper column, __________, and may write for magazines or websites.

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2)The council has already _____ significant __________

in response to the trade unions.

3)This will be an influential book, and is a __________.

4)We’re also active in France, with a product that

_________to the hotel sector.

5)He hoped this strategy would _____ foreign _______ by multinationals.

5. Read Text A and answer the questions.

TEXT A

Sport marketing is the science of using sports (player, team, or event) as the vehicle to promote a brand or service to fans, viewers, and attendees. The goal of the client is to show those fans the value of whatever is being promoted. Properties need clients to either fund monetarily or support events and organizations through an exchange of goods so they can continue to exist/make profits. One who uses sport marketing effectively can reap the benefits of a passionate audience that has specific tendencies and habits not necessarily seen in other segments of the entertainment industry.

In this section, marketers describe their marketing strategies and tactics, or in other words, their game plan. Marketers develop strategies in relationship to the marketing environment. Considering each organization faces different environmental factors and challenges, strategies vary greatly between organizations. The following marketing strategies are often used:

•Market penetration—Offer an existing product to an existing market.

Organizations achieve this strategy by getting existing consumers to consume more or gain competitors’ customers. One example of a horse racing operation utilizing this strategy would be the use of a rewards program offering bonuses for their customers based on how often they used the facility’s services.

•Market development—Offer an existing product to a new market.

Organizations achieve this strategy by presenting existing products in a way that will attract new consumer groups.

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An example of market development would be one of the many programs horseracing operations offer to attract new consumers to their products, such as college nights or family promotions. The racetrack is still offering an existing product (live racing), but adapting the product to attract consumers beyond the typical racing enthusiast.

• Product development—Offer a new product to an existing This strategy is used by creating or offering something new to current customers. Many horse racetracks have accom-

plished this by offering simulcasts of races at other tracks during times their racetrack is not hosting live races. Existing customers (racing enthusiasts) now have another product (races at other sites) upon which they can wager.

•Diversification—Offer a new product to a new market. Organizations achieve this strategy when they use existing capabilities to create a new venture. Many racetracks, realizing they have existing capabilities to host large events and crowds, have started offering concerts. The organization is offering a new product (concerts) to new customers (music fans) and is able to do so efficiently due to their expertise in event promotion, ticketing, concessions, parking, crowd control, etc.

Questions

1)What is sport marketing?

2)What do clients aim at?

3)What do the strategies depend on?

4)What is meant by market penetration, market development, product development, diversification?

5)When is each strategy successful?

6)In what case can it lead to mistakes?

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

1)people who are present at a conference or other gathering __________________

2)with finances_______________

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3)enthusiastic _______________

4)the selling of a company’s products in a particular market or area _______________

5)a fair return for good or bad behaviour _______________

6)the power or abilities to do something _______________

7)in a well-organized and competent way _______________

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

1)средство, прием

2)вкладывать деньги

3)получить выгоду

4)потреблять

5)добиваться (реализации)

6)действующий, актуальный

7)ставить на кон, рисковать

8)рискованная попытка, риск

9)ввиду того, что

10)опыт

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

1)… whatever is being promoted.

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5) … to current customers

8.Read Text B and match the headings with the paragraphs given.

A Focus strategy

B Importance of tactics

C Differentiation strategy D Cost leadership strategy

TEXT B

Porter’s (1980) generic strategies are three basic strategies related to gaining a competitive advantage. The following is a definition of each strategy with examples of how a soccer camp could take advantage of each strategy:

•____ Offer a product with unique attributes or benefits competitors do not offer. A soccer camp may promote itself as the only camp in the region where campers get to participate on a professional field (or receive instruction from professional coaches, or compete against top teams, etc.). The key here is to illustrate the desired attributes or benefits your product offers that your competitors do not offer.

•____ Offer a product to a narrow market. This allows you to focus better on the needs of a small group. A soccer camp may choose to become a “goalkeeper camp.” While limiting the operation to goalkeepers only, the market is much smaller; however, this may make the camp more attractive to kids playing goalkeeper because it focuses on their specific needs.

•____ Offer a product with a price lower than that of your competitors. A football camp may decide to drop its prices to make the camp seem more economical than competitors’ camps.

____ Once planners identify strategies, they move to identifying tactics necessary to implement the marketing plan. Tactical planning addresses shorter-term actions necessary to implement longer-term marketing strategies. Marketing tactics are the specific solutions developed to meet marketing strategies, and tactical planning guides the implementation of specif-

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ic marketing strategies. Marketing tactics often revolve around how to manage the marketing mix. The marketing mix is a set of marketing decisions related to the 4 P’s—product, price, promotion, or place (also known as distribution).

9.In pairs or groups discuss the advantages and disadvantages of each strategy. Think of possible marketing plan for each of them.

10.Write a summary of Text B.

11.Complete the text “How is a sports marketing plan developed and implemented” with the words in the box.

reached falls marketing begins involve opportunities creative resources ineffective focus

Using sports to sell products presents many ___1 that bring both risk and reward. A successful sports marketing campaign can linger in the minds of consumers for years, while an

___2 one can be a significant waste of money. All ___3 efforts must be guided by a comprehensive marketing plan if they hope to succeed.

The plan will begin with a number of logistical questions, such as budget estimations and resources. Sports marketing can get expensive quickly and the companies will need to use their

___4 wisely. They will also need to establish a time frame for the campaign. Will it run for a week, an entire season, or involve a multi-year marketing effort like buying stadium naming rights? Different marketing objectives will ___5 different plans.

The company then needs to know who their target audience is and how they can best be ___6. This involves analyzing the company, their product, and the customer. If a marketer wants to reach males under 35 they might focus on extreme sports. If they want to reach a casual sports fan, they might ___7 their efforts on the Olympics. The marketer will need to examine the entire sports marketing landscape and identify the most promising opportunities based on scientifically based market research.

A team of ___8 professionals will work on developing ads whether they are TV spots, billboards, or radio ads. Research

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findings should determine the goals of the advertisements, but ad makers will develop the content that they think can best speak to the target audience. They will use team colors, slogans, and sports imagery to create a link between the product and the sport.

Once the ad campaign ___9 , the company will need to evaluate how effective it is. Metrics like increased sales, Twitter followers, and brand awareness are all indicators of how well a campaign is being received. The metrics should reflect the goals established in the marketing plan. If the goals are being met, the campaign can be continued and built upon. If the number ___10 short, the marketing strategy will have to be revised.

12.In pairs discuss all the information necessary to make a marketing plan.

13.Comment upon the statements:

1)“Any communication or marketing professional needs cross-cultural research and communication skills to be able to succeed in the future.” Marye Tharp.

2)“Business has only two functions — marketing and innovation.” Milan Kundera.

3)“The ultimate test of a finished account executive is his ability to write a sound marketing plan.” Morris Hite.

4)“Marketing is what you do when your product is no good.” Edwin Land.

5)“The aim of marketing is to know and understand the customer so well the product or service fits him and sells itself.

”Peter Drucker.

6)“Think like a customer.” –Paul Gillin, B2B & social media strategist

7)“A brand is no longer what we tell the consumer it is—it is what consumers tell each other it is.” – Scott Cook, cofounder of Intuit

8)“We elect and buy from people we like. Likability is number one. We also need to believe they are honest, and have our best interests at heart.” – George Farris, founder of Farris Marketing

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9)“The internet has turned what used to be a controlled, one-way message into a real-time dialogue with millions.” –Dan- ielle Sacks, senior editor at Inc. magazine

10)“Going viral is not an outcome; it’s a happening. Sometimes it happens; sometimes it doesn’t. Just remember, fans are vanity and sales are sanity.” –Lori Taylor, founder & executive editor of Social Caffeine

14. Role play the situation with a partner.

You are a representative of a marketing company. Your friend is going to hold a sport event and asks you to organize it. You need to discuss all the aspects and provide with a short marketing plan based on them. Your marketing plan should involve the information concerning the following issues:

•Purpose and Mission

•Situational Analysis

•Marketing Strategy and Objectives

•Tactical Programs

•Budgets, Performance Analysis and Implementation

•Additional Consideration

For your marketing plan you need to know:

•some appropriate goals

•the organization’s internal strengths and weaknesses

•environmental opportunities and threats.

•financial aspect.

Your partner needs to think of the information about:

•type of the event

•target audience

•time and place of the event

•budget of the event

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