Is it –

marketing?

UNIT NINE MARKETING: OF SPONSORS AND SPORTS

I. Vocabulary list

to market products marketing program

to participate social events

to sponsor worldwide

to support commercial message

to distribute dramatic change

to involve package

to use as means of scope

to stimulate the public nonprofit organisations

to donate (to) charity

to convey list

to rank annual

to widen additional

to supplement medium (media)

II. Vocabulary work

1. CHOOSE ACCORDING TO THE DEFINITION.

___ 1) to engage in marketing a) a donation

___ 2) to take part b) scope

___ 3) to donate money to с) annual

___ 4) to provide with maintenance d) mass media

___ 5) the system of distributing goods e) a medium

___ 6) to include as necessary f) a means

___ 7) medium g) to involve

___ 8) a means h) distribution

___ 9) a gift i) to support

___ 10) the area of activity j) to sponsor

___ 11) performed during a year k) to market

___ 12) radio, newspapers & television l) to participate

2. TRANSLATE PAYING ATTENTION TO THE TENSE-FORMS.

1. More and more companies are participating in marketing now.

2. These firms are distributing new technology.

3. That nonprofit organisation was established long ago.

4. Sponsors were given a chance to donate large sums of money.

5. Worldwide companies are involved in marketing packages.

6. The social events will be followed by other activities.

7. Sport events were supplemented by events of smaller scope.

8. These commercial messages were chosen as best.

9. The list of participants is widening to include banks.

10. Sponsorship is becoming a global industry spending billions.

III. Work at the following text

3.1. READ AND ANSWER THE QUESTION:

What is going to be the result of the globalization of communications?

Marketing: of sponsors aktd sports

The social-events marketing has developed greatly over recent years. There has been a dramatic change in the tactics. Today more than 3,500 companies worldwide are participating in social-events marketing spending annually from $2 to $3 billion on sponsorship and support activities. For example, when the new World Basketball League was established, the organizers' interest was mostly in rounding up corporate sponsors. They were given a chance to put their logos and commercial messages on team jerseys and arena floors. Thus, at a basketball game the then Soviet team sprinted up and down the court in uniforms sporting the logo of the Russian vodka Stolichnaya, which Pepsi Co distributes in the USA. Their opponents, the Memphis Rockers, sported Fuji Film logos on the jerseys. World's biggest companies are involved in sponsorship packages with sports organizations today. Companies like Levi Strauss, Coca-Cola or IBM Corporation use sponsorship as a means to market their products worldwide. It seems that the globalization of communications will be followed shortly by the globalize tion of marketing programs. Sport events provide a beautiful opportunity for that. Swedish car manufacturer Volvo is the new sponsor of the Track and Field Federation of Germany. Among Japanese companies, Toshiba is a sponsor of the Tour de France bicycle ride. Many big sport events are supplemented by additional special events that are smaller in scope. In this way, companies link their sales to a special event and stimulate the public to buy their product. Corporate tie-ins with nonprofit organizations and charities are proliferating. MasterCard, for instance, was the official credit card of World Cup in soccer in Italy in 1990. It donated a total of $ 58,000 to various charities around the world, based on selection by players who were chosen as most valuable players in each of the 52 matches. Another medium for conveying a positive corporate image is the sponsoring of arts events. Eastman Kodak Company, Philip Morris, and Xerox Corporation rank among the leading sponsors of arts events. The list is widening to include banks and financial-service companies. Sponsorship is becoming a global industry.

3.2. READING COMPREHENSION TEST 9A.

Choose the correct variant on the basis of what is stated or implied in the text.

1. In recent years social-events marketing

1. has established a reputation

2. has become an interesting business proposition

3. has developed greatly

4. has more than doubled

2. Corporate sponsorship in sports is used as means to

1. round up more corporate sponsors

2. put company logos and commercial messages everywhere

3. market the sponsors' products worldwide

4. conduct marketing experiments

3. In Line 19, the word "shortly" is closest in meaning to

(A) very soon

2. not long ago

3. in the distance

4. quick

4. Participating in sponsorship packages, nonprofit organizations and charities

1. get bonuses for their employees

2. receive a good welcome at the Olympic Games

3. benefit a lot

4. are proliferating

5. Sponsorship of art events can help create

1. a global communications industry

2. a new system of global communications

3. some charities in developing countries

4. a positive corporate image of the sponsor

6. According to the text, it is NOT true that

1. world's biggest companies are involved in direct sponsorship

2. Eastman Kodak Company is a sponsor of track and field events

3. more than 3,500 companies are doing socialevents marketing

4. Fuji Film is supporting sport organizations and sport events