Английский язык. Менеджмент и маркетинг в спортивной индустрии. Учебное пособие по английскому языку

VII. Переведите следующие предложения на английский язык.

1.В прошлом месяце нашей компании пришлось потратить больше денег на рекламу.

2.Вам не придется менять маркетинговую стратегию своей организации.

3.У нашей компании есть филиалы за рубежом, поэтому мне приходится делать много международных звонков каждый день.

4.Кому пришлось остаться вчера на работе? – Мне.

VIII. Найдите в следующих предложениях формы Passive Voice с модальными глаголами. Переведите предложения на русский язык.

1.The place represents the location where a product can be purchased.

2.A good marketing strategy should be drawn from market research.

3.Marketing campaigns can be designed with different ends in mind.

IX. Прочитайте текст и передайте его содержание на русском языке.

MARKETING

A market can be defined as all the potential customers sharing a particular need or want. Being one of the areas of management marketing is the process of developing, pricing, distributing and promoting the goods or services that satisfy such needs. It therefore combines market research, new product development, distribution, advertising, promotion, product improvement, and so on.

Implementation of marketing concept begins and ends with marketing information about customers. It helps to determine customers’ demands, and later to evaluate how well the firm is meeting those needs.

A market consists of people with their needs, the ability to buy, and the desire and ability to sell. Markets are classified as consumer and industrial markets.

A business firm controls important elements of marketing which are called a marketing mix. It is generally accepted as the use and specification of the Ps – product, price, place, promotion, people, process and physical evidence. The product is mass produced or manufactured on a large scale with a specific volume of units. The price is the amount a customer pays for a product. It is determined by a number of factors including market share, competition, product identity, etc. The place represents the location where a product can be purchased. The promotion represents all the communications that a marketer may use in the marketplace. It has four distinct ingredients – advertising, public relations, word of mouth and a point of sale.

Marketing is based on thinking about the business in terms of customer needs and their satisfaction. Marketing differs from selling because the latter concerns itself with the tricks and techniques of getting people to exchange their cash for your product. It is not concerned with the values that the exchange is all about. And it does not, as marketing invariable does, view the entire business process as consisting of a tightly integrated effort to discover, create, arouse and satisfy customer needs. In other words, marketing has less to do with getting customers to pay for your product as it does developing a demand for that product and fulfilling the customer's needs.

A marketing strategy is a process allowing an organization to concentrate its resources to increase sales and achieve a sustainable competitive advantage. A good marketing strategy should be drawn from market research and focus on the right product mix in order to achieve the maximum profit potential and sustain the business. The marketing strategy is the foundation of a marketing plan.

Specific activities designed to promote a product, service or business is known as a marketing campaign. It is a coordinated series of steps that can include promotion of a product through different media (television, radio, print, online) using a variety of different types of advertisements. The campaign doesn't have to rely solely on advertising, and can also include demonstrations, word of mouth and other interactive techniques.

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Businesses operating in highly competitive markets may find themselves initiating frequent marketing campaigns and devoting significant resources to generating brand awareness and sales. Marketing campaigns can be designed with different ends in mind, including building a brand image, introducing a new product, increasing sales of a product already on the market, or even reducing the impact of negative news.

XI. Найдите в тексте перевод следующих словосочетаний

Определить потребительский спрос, высоко конкурентный рынок, полагаться на рекламу, увеличение продаж товара, создание спроса на продукт, потребительский и промышленный рынки.

XI. Перечитайте абзац 4 и перечислите основные компоненты комплекса маркетинга.

XII. Найдите в тексте слова, определениями которых являются следующие фразы:

1)value that will purchase a finite quantity, weight, or other measure of a good or service

2)all of the methods of communication that a marketer may use to provide information to different parties about the product

3)the activity or condition of striving to gain or win something by defeating or establishing superiority over others

4)any evidence introduced in a trial in the form of a physical object, intended to prove a fact in issue based on its demonstrable physical characteristics

5)the percentage of a market accounted for by a specific entity

6)the impression in the consumers' mind of a brand's total personality

XIII. Дайте развернутые ответы на следующие вопросы:

1.What is marketing?

2.What does implementation of marketing concept begin and end with?

3.What does a market consist of?

4.What types of markets do you know?

5.How many elements are there in a marketing mix? Name them.

6.What is the product?

7.The price is determined by a number of facts, isn’t it? Name them.

8.What ingredient of a marketing mix identifies the location of purchasing products?

9.Advertising, public relations, etc. are elements of promotion, aren’t they?

10.What process is a marketing strategy?

TEXT 2

MARKETING PLAN

I.Прочитайте текст и дайте развернутый ответ на вопрос

What is a marketing plan?

A marketing plan is a business document written for the purpose of describing the current market position of a business and its marketing strategy for the period covered by the marketing plan. Marketing plans usually have a life of from one to five years.

The purpose of creating a marketing plan is to clearly show what steps will be undertaken to achieve the business' marketing objectives.

A typical small business marketing plan might include a description of its competitors, the demand for the product or service, and the strengths and weaknesses from a market standpoint of both the business and its competitors. Other elements usually contained in a marketing plan include:

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-description of the product or service, including special features

-marketing budget, including the advertising and promotional plan

-description of the business location, including advantages and disadvantages for marketing

Like a business plan, a marketing plan is an important document that needs to be updated

on a regular basis. Even a five-year marketing plan should be revisited periodically, at least once each year, to address changes in market conditions, demand, pricing issues, etc.

A marketing plan should enable companies to look internally for full understanding the impact and the results of past marketing decisions. Its implementing equips companies to look externally for realizing the market that it targets and the competition in that space. This type of plan sets future goals and provides direction for future marketing initiatives. The goals should be understood and supported by everyone with the company's organization.

The plan should be based on where the organization needs to be at some point in the future. To develop a successful marketing plan, the following important things should be considered:

Market Research collects and organizes data about the market the organization is currently in. It analyses market dynamics, patterns, customers, and the current sales volume for the industry as a whole.

Competition. The marketing plan should describe in detail how the organization will stand out from its competition, and what it will do to become a market leader.

Market Plan Strategies. Develop the marketing and promotion strategies that the organization will use. Strategies to consider are such things as advertising, direct marketing, training programs, trade shows, website, etc.

Marketing Plan Budget. The strategies can be limited based on the budget. Top managers need to review what they hope to accomplish with the marketing plan, review their current financial situation, and then allocate funding for the marketing plan

Marketing Goals. The marketing plan should include quantifiable marketing goals. For example, one goal might be to increase your client base by 500 over a 6-month period.

Monitor the Marketing Plan Results. At some point the marketing plan should call for analyzing the current position of the organization. The organization needs to identify the strategies that are working and those that are not working.

II. Подберите окончания предложений и переведите полученные предложения.

1)The organization needs to identify the strategies

2)The marketing plan should describe in detail

3)The purpose of creating a marketing plan is to clearly show a) how the organization will stand out from its competition. b) that are working and those that are not working.

c) what steps will be undertaken to achieve the business' marketing objectives.

III.Найдите в тексте слова, которые являются синонимами следующих слов.

Scheme, advertising, aim, to be improved, shortcoming, measurable, control, benefit, survey, provide.

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IV. Заполните разделы таблицы

Components of a successful marketing plan

TEXT 3

TARGETED MARKETING

I. Прочитайте текст и озаглавьте его абзацы.

A target market is a group of people with some shared characteristics that a company has identified as potential customers for its products. Identifying the target market informs the decision-making process as a company designs, packages, and markets its product.

A target market may be broadly categorized by age range, location, income, and lifestyle. Many other demographics may be considered. Their stage of life, their hobbies, interests, and careers, all may be considered.

Targeted marketing identifies an audience likely to buy services or products and promotes those services or products to that audience. Once these key groups are recognized, companies develop marketing campaigns and specific products for those preferred market segments.

Promotional messages and advertisements are sent to those primary groups instead of mass marketing without regard to the specific characteristics of the audience.

Companies that offer specialized products or services typically benefit the most from using targeted marketing strategies. Focusing marketing efforts on specific groups who are more likely to respond increases the chances that the marketing efforts will be relevant to those groups. When marketing is relevant, people are more likely to spend money on that service or product.

In addition, targeted marketing typically provides specific information and incentives to people, giving them a reason to choose that company over competitors in the same industry.

Companies used targeted marketing to learn more about their primary audience for a specific product or service, allowing the company to focus efforts on advertising to those most likely to respond. Targeted marketing is usually much more effective than mass marketing, which tends not to consider the qualities of the consumer who views an advertisement.

Targeted marketing involves breaking a market into segments and then concentrating marketing efforts on one or a few key segments. It can be the key to attracting new business and making a small business’ success. While market segmentation can be done in many ways, depending on how you want to slice up the pie, three of the most common types are:

Geographic segmentation includes segmenting the market based on location. For example, a company that makes snow tires would be more interested in the consumers located in the northern countries and in the mountainous regions. When using geography as your target market, make sure that your product is something that will appeal to a broad range of other types of consumers. Snow tires would appeal to anyone who owns a car, which is a group that cuts across several other marketing demographics.

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Demographic segmentation is based on measurable statistics, such as gender, age, income, marital status, education, race, religion, etc. Demographic information is crucial for many businesses. As people grow older, their tastes and preferences change. Entertainment is an industry that frequently uses the age demographic to determine a target market. Breaking down your target market by gender can be dangerous if you do not do your market research. If you believe that your target market is female, then much of your advertising will be geared towards a female audience. This tends to alienate the male audience and eliminates any chance your product may have had at appealing to males. Do comprehensive market research on the male or female preference of your product before breaking down your target audience.

Psychographic segmentation divides the target market based on socio economic class, personality, or lifestyle preferences. The socio economic scale ranges from the affluent and highly educated at the top to the uneducated and unskilled at the bottom. It is based on the theory that the choices that people make when purchasing goods or services are reflections of their lifestyle preferences or socio economic class.

II Прочитайте предложения и скажите, соответствуют ли они содержанию текста.

1.Demographic information is significant for few businesses.

2.Targeted marketing provides specific information and incentives to people.

3.Geographic segmentation is based on lifestyle preferences.

4.Targeted marketing is usually less effective than mass marketing.

5.Entertainment industry is impossible without demographic segmentation.

6.Targeted marketing identifies required services or products and promotes them to the audience.

III. Используя материал текста, заполните таблицу

The most common types of target market segmentation

IV. Используя материал текста и дополнительные источники, подготовьте в качестве домашнего задания презентацию «The Examples of Targeted Marketing in Sports Industry».

TEXT 4

STRATEGIC MARKETING

I.Прочитайте текст и дайте развернутый ответ на вопрос What is the main function of strategic marketing?

Strategic marketing is the way a firm effectively differentiates itself from its competitors by capitalising on its strengths to provide consistently better value to customers than its competitors.

Armed with a thorough understanding of the firm’s capabilities and aspirations, the customer market and the competitive landscape, the goal of strategic marketing is to maximise a firm’s positive differentiation over competitors in the eyes of its target market. It does this by answering three key questions; where, how and when should the business compete.

Companies use strategic marketing to identify customer needs and to create a marketing plan to achieve customer satisfaction, improve company performance and increase profit.

Typically, an organization will create a written strategic marketing plan that dictates what type of marketing programs it will use during a given time frame and how those programs will

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be implemented. By outlining how it will engage customers and use new sales and marketing methods, an organization can grow and increase market domination. Strategic marketing can also help a business become more innovative and better penetrate a market. Companies may employ communication methods like newsletters, podcasts and e-mails in their strategic marketing plans.

Various departments within a business often cooperate to create a strategic marketing plan. When devising a new marketing plan, a strategic marketing manager may meet with employees in operations, sales and administration to create and identify marketing goals.

The process of strategic marketing guides the following organizational decisions:

-developing a marketing strategy

-selecting market types, audiences and market segmentation

-designing competitive and cooperative behavior

-shaping the internal organizational environment: market

orientation in research and development, organizational culture and market knowledge - shaping the external organizational environment: customer

relations, marketing communications and corporate social responsibility.

Major Stages of Strategic Marketing

Analysis involves analysing the organization, customers, competitors and the business environment in which a company operates.

Planning matches between the business environment and an organisation’s mission and values. This stage focuses on two steps: developing products and services with a sustainable competitive advantage, and designing an attractive brand.

Execution is used to communicate a company’s improved value proposition, the communication tactics of public relations, advertising, sales promotion, direct marketing, guerrilla marketing, e-marketing and others should be employed.

II. Найдите в тексте слова, определениями которых являются следующие фразы:

1)carrying out of a plan, order, or course of action

2)detailed examination of the elements or structure of smth

3)the activity of creating advertisements and making sure people see them

4)publicizing of a product, organization, or venture to increase sales or public awareness

5)the process of making plans for smth

III. Найдите в тексте, перечислите и дайте краткую характеристику на английском языке основных стадий стратегического маркетинга.

IV. Ответьте на вопросы к тексту.

1.What is strategic marketing?

2.Why do companies use strategic marketing?

3.What is the function of a written strategic marketing plan?

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4.What communication methods are employed in strategic marketing plans?

5.Can you name organizational decisions of strategic marketing?

6.What are the stages of strategic marketing?

7.What does analysis involve?

8.How many and what steps does planning focus on?

9.What is the purpose of execution?

TEXT 5

Упражнения к тексту I.Прочитайте текст и дайте развернутый ответ на вопрос

What are the main functions of a marketing director?

Marketing Director Job Overview

Marketing professionals hold the task of linking the products and services of companies to their end-users. The process involves attracting customers through advertising and pricing, along with distribution. The marketing director job description involves overseeing a company’s efforts to push goods and services to market and to buyers.

Marketing director of a business or company is responsible for overseeing all aspects, operations, and personnel of the marketing department. In a small business this may mean personally doing considerable amounts of marketing, while in a large business or company it may mean overseeing campaigns and managing salespeople, design professionals, advertisers, and junior marketers.

Since a marketing director's daily duties and job description differs significantly from employer to employer (especially depending on the employer's size), marketing director jobs may also be called marketing manager jobs. In a company that employs both positions marketing directors are senior to marketing managers.

Marketing director provides planning and leadership to the Marketing Department by ensuring that the appropriate structures, systems, competencies and values are developed in order to meet and exceed the goals of the Marketing plan.

He/she assumes overall responsibility for developing the annual marketing plan for the organization, for strategic market planning, market research programmes, field force activities, and control of the marketing budget.

Marketing director is responsible for establishing a system of reports and communications for all information from the marketing team to the sales team and for feedback and request from the sales team to the marketing team.

Such a specialist organises and directs marketing and strategy meetings on a regular basis whereby the strategy and promotion programmes are reviewed.

Marketing director is charged with performance appraisal of marketing and sales managers and with providing training and development opportunities including a national sales and management training programme.

II. Переведите следующие словосочетания на русский язык.

Field force activities, exceed goals, job description, assume responsibility, meet goals, sales team, performance appraisal.

III. Найдите в тексте и сформулируйте на английском языке отличия должностных обязанностей директора по маркетингу в зависимости от размеров организации.

IV. Представьте, что вы назначены на должность маркетингового директора новой компании. Какие задачи являются первостепенными для формирования отдела маркетинга? Сформулируйте свое сообщение на английском языке.

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UNIT 5

MARKETING IN SPORTS INDUSTRY

TEXT 1

SPORTS MARKETING

I. Прочитайте и запомните новые слова и их перевод. to assign – давать, назначать,

to derive – получать, извлекать to stand out - выделяться crowd - толпа

appeal – обращаться, привлекать, жаловаться; обращение fast-paced – быстро изменяющийся, задающий быстрый темп hectic –активный, беспокойный

to keep up with – поддерживать, сохранять

II. Прочитайте и запомните новые словосочетания и их перевод. to assist efforts – способствовать (содействовать) усилиям

minor leagues – низшая лига advertising space – рекламное место

to sell airtime – продать эфирное время

to piggyback on popularity – выезжать на популярности instant credibility – мгновенное доверие

to get overlooked – быть незамеченным, пропущенным net cast – сетевое вещание

stream of requests – поток запросов personable attitude – личное отношение

III. Прочитайте следующие словосочетания и переведите их без словаря.

College athletics, alternative sports, associate brand, real qualification, specific business.

IV. Подберите окончания предложений и переведите полученные предложения.

1.Sports marketing uses

2.Outstanding athletes sign contracts

3.Sports marketing allows marketers

a)to piggyback on popularity and devotion of many fans.

b)to help sell goods and services.

c)to work as celebrity endorsers.

V. Закончите предложения.

1.Marketers must advertise to a wide range of_________________________.

2.Different customers favor different_______________________.

3.Marketers use data to help sports organisations reach their___________________.

VI. Замените выделенные слова синонимами.

1.Specialists of sports marketing use sports for reaching a certain part of the population.

2.Marketers buy advertising space for various print ads.

3.Sports marketing also comprises college athletics, minor leagues, or alternative sports.

4.Sports marketing gets its promotional techniques from advertising, public relations, and marketing.

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VII. Изучите раздел грамматики Prepositions of Time – since, for, during.

VIII. Переведите предложения с предлогами времени на русский язык.

1.He has playing tennis since his childhood.

2.TV networks sell airtime during the sporting events.

3.For many years the target market of sports marketing was men.

IX. Вставьте пропущенные предлоги времени.

1.The football team has been looking for a sports marketer … last month.

2.A lot of sports products are usually sold … the Olympics.

3.… a year this famous baseball striker has been working as celebrity endorser.

X. Переведите следующие предложения на английский язык.

1.Во время последнего футбольного матча было продано много футболок и кепок с символикой любимой команды.

2.С какого возраста вы занимаетесь плаваньем?

3.За последние два года наша команда не проиграла ни одного матча.

XI. Прочитайте текст и передайте его содержание на русском языке.

SPORTS MARKETING

Sports marketing focuses on the application of marketing principles to the promotion of sports events and teams, or the promotion of products and services through sports – sometimes known as “marketing through sports.” In general, sports marketing follows the traditional marketing mix of the four P’s – Product, Price, Promotion, and Place – although some sports marketers add an additional four P’s: Planning, Packaging, Positioning, and Perception. Together, these elements are known as the “Sports Marketing Mix.”

Sports marketing uses sports to help sell goods and services. This particular style of marketing is less about using a single strategy and more about using the content of sports to assist marketing efforts. This is not limited to professional sports, and may include college athletics, minor leagues, or alternative sports.

Sports marketing allows corporations to associate their brands and products with excitement, enjoyment, and admiration that audiences assign to games and athletes. This industry, as a whole, derives its promotional techniques from fields such as advertising, public relations, and marketing.

Since sports can be watched on a variety of platforms, sports marketing can take many different forms. Teams sell advertising space inside their stadiums to marketers who want to purchase billboards and other print ads, while TV networks sell airtime during the events. Famous athletes also sign contracts to work as celebrity endorsers and lend their images to marketers.

The biggest advantage of sports marketing is that it allows marketers to piggyback on popularity and devotion many fans feel towards their favorite teams and athletes. If a baseball fan has loved a specific team since childhood, any marketer who associates themselves with that team gains instant credibility in that fan's mind. Since the revenue ultimately goes to support the team, the marketer is considered a sponsor and invested in the team's success.

The only major disadvantage is that sports marketing industry is so large that it can be hard to stand out in the crowd. A fan who watches a three-hour football game will be exposed to dozens of different marketing messages. Marketers must advertise to a wide range of customers, but risk that their ad gets overlooked by fans more interested in the game.

Marketers use sports to reach a certain segment of the population. Typically, the target market is men, but there are exceptions. Figure skating, for instance, attracts a large female audience. Products that appeal to men like beer, trucks, and snack foods are marketed heavily

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during sporting events for this reason. The only real qualification for using sports marketing is having a product with a wide appeal. The maker of highly specific business software would gain nothing from the wide net cast by sports marketing.

It is important for any sports marketer to understand the audience for sports. Different customers favor different sports. Major sports like hockey and golf are less popular than college athletics and individual sports like gymnastics. Marketers use data like this to help them reach their target audience.

In conclusion, sports marketing industry is fast-paced, exciting, and often hectic. Marketing representatives and event coordinators deal with a never-ending stream of requests from sponsors and clients. A quick mind, a personable attitude, and a good deal of energy are necessary to keep up with all the work.

XII. Используя материал текста сформулируйте на английском языке преимущества и недостатки спортивного маркетинга.

XIII. Используя материалы текста и дополнительную информацию, подготовьте в качестве домашнего задания презентацию (не более 5 минут) на тему «The Most Successful Sports Marketing Agencies».

TEXT 2

A SPONSORSHIP AGENCY

Упражнения к тексту I. Прочитайте текст и озаглавьте его абзацы.

A sponsorship agency is a company that specializes in matching marketing and promotional opportunities with corporate sponsors. This type of agency is typically retained by the individual or event looking for sponsorship, but can also be engaged on the corporate side to identify opportunities that meet a particular goal or objective. Although sponsorship is available to individuals and events at every level, agency representation is usually reserved for famous athletes, entertainers, and marquee events that require extensive management of sponsorship sales, renewals, and return on investment at a high value.

Sponsorship is a marketing tool that matches a public opportunity to a corporate need for affiliation. In most instances, corporations will provide money or resources to an event or individual, and in exchange receive the right to brand an opportunity with the corporation’s name. Opportunities come in many different types, including naming rights to new buildings on college campuses, affiliations with events, or partnerships with famous people who will endorse a corporation’s product exclusively. Anyone can be a broker in a sponsorship deal, but at the highest levels with the most famous opportunities, a sponsorship agency can be hired to handle the process.

Relationship management is paramount in obtaining and retaining sponsorships. The process of wooing a corporate sponsor can take years, and, once the sponsor signs on to an opportunity, it is usually for a finite length of time under a renewable contract. It takes constant management of the corporation’s return on investment to ensure that a corporate sponsor renews its obligation year after year. A sponsorship agency is often best equipped to handle this type of management because most agencies have established a system that matches corporations to opportunities and monitors results so both parties to the sponsorship remain happy with the relationship.

The type of opportunity that is appropriate for agency representation typically has a national or international profile. For example, a famous golfer might be represented by a sponsorship agency to obtain appropriate affiliations while competing and to manage the relationships as he moves forward in his career. An athlete’s agent might handle the initial sponsorship arrangements while the athlete is little known, but as the athlete reaches the upper

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