...relationship where both sides benefit from the other Roone Arledge, Jr. - American sports and news broadcasting pioneer - President of ABC sports from 1968 to 1986 - President of ABC news from 1977 to 1998. - Key part of the company's (ABC) rise to competition with two other main television networks (NBC and CBS) in the '60s, '70s, '80s, and '90s. - Created many programs still airing tonight such as Monday Night Football, ABC World News Tonight, Primetime, Nightline and 20/20 Jim McKay An American tv sports journalist. Is best known for hosting ABC's Wide World of Sports Billie Jean King An american former World No. 1 professional tennis player. In 1973, at the age of 29, she won the s0-called Battle of the Sexes match against the 55-year-old Bobby Riggs Bobby Riggs An american tennis player who lost to Billie Jean King in the Battle of the Sexes Match What is meant by the relationship between sports and tv being a symbiotic relationship? - Both have derived enormous benefits from the other. - Both have been around for most of the last 100 years. - The world of sports has helped to grow the business of tv, while tv has enable sports ventures, worldwide, to become high-end family entertainment. By the end of the '50s, what happened to sports programming and where during the weekly programming schedule did they find their place? What were the factors mentioned in the text that contributed to this change in programming? Other genres...
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...with selecting the best placements for their clients, negotiating contracts for the brands and offering value by providing exposure at an extremely attractive cost per thousand viewers. MMI is currently working to attract the business of Greyhound Canada, who requires cost-effective marketing champagnes in order to effectively communicate their message. There are three significant issues that must be addressed: 1. MMI must develop a promotional vehicle to achieve the best exposure for its potential client, Greyhound Canada. 2. MMI must convince Greyhound Canada that there are positive benefits to product placement, so that a contract between the two parties can be signed. 3. MMI must prove the results of how using product placement can increase product exposure and awareness. With the growth of product placement in the film and television industry MMI has a greater chance of succeeding. That is proactive product placement is becoming more popular. In order to satisfy Greyhound Canada the following five alternatives were presented: 1. Promote the Greyhound brand within the reality-based TV Serial “Making the Cut”. 2. Promote the Greyhound brand within an established TV show such as Corner Gas. 3. Promote the Greyhound brand within another reality TV serial such as “Canadian Idol” 4. Move away from the TV industry and focus on promoting the Greyhound brand within the film industry in various movies. 5. Status Quo-No need to convince Greyhound...
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...____ Under Armour Enters the Basketball Shoe Market ______________________________________________________________________________ This case was written by Professors George E. Belch and Michael A. Belch. It is intended to be used as the basis for class discussion rather than to illustrate either effective or ineffective handling of a management situation. The case was compiled from published sources. Company Background Under Armour (UA) was founded in 1996 by Kevin Plank, a former Maryland football player, who began by selling compression clothing that could “wick” sweat away from the body to college sports teams out of the trunk of his car. Plank was a football player at the University of Maryland, and hated wearing cotton shirts to practice in the hot, humid Maryland climate. Knowing that he would never be an NFL player, Plank devoted his efforts to starting a company that could make a product that would be an improvement over cotton, in that it would not absorb sweat and be much more functional and comfortable to wear. Once made, he started selling the shirts to the lacrosse and football teams at the University of Maryland out of the trunk of his car. In 1998, the football oriented movie “Any Given Sunday” was being filmed in Baltimore where Under Armour is based. The producers of the movie were looking for a product that would represent the athletic nature of the movie and be comfortable to wear...
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...drastically thanks in part to the proliferation of electricity and its resulting technology. This relationship has now become the “defining commercial and cultural connection for both industries at the beginning of the 21st century. The media has transformed sports from an amateur pursuit into a hyper-commercialized industry, while sports have delivered massive audiences and advertising revenues to the media.”1 This symbiotic relationship has taken many shapes throughout the years, and each evolution in sports broadcasting has the intent of constructing larger audiences and markets to create higher revenues no matter the medium. In the long run, the only real loser in the sports broadcasting realm is the obsolete medium. As technology has evolved, the way in which sports have been presented has followed suit. “Over the course of the twentieth-century sport was transformed from a typically ad hoc unregulated amateur activity to one driven by professional standards and accountability at all levels.”2 This change came slowly at first, and has advanced rapidly over the past few decades. Now, due in part to advanced broadcasting techniques, watching live events and highlights of the day’s games can be brought to our fingertips with relative ease. Sports Coverage Before the Radio Before the broadcasting of sports on radio and television, “the only way of watching a sports contest was to go to the stadium.”3 If you worked during the day (when all games were played due to no...
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...products through online by using their credit/debit cards or net banking. Sometime, customers used to order through online but visit the nearest stores to bring the product after inspecting; such as fresh vegetables, milk products and meat or animal proteins etc. therefore, they must search for the nearest store and product and contact them to bring those pre-ordered products. There are several behaviors involved in online grocery shopping. For peapod grocery, the order were filled at affiliated stores and delivered to the customer’s home in a ninety minute time period; this save the customers time and reduced the stress that grocery shopping often causes due to lack of time and overcrowding. For these conveniences, the consumers were willing to pay a monthly fee as well as a fee per order that included the services of packaging, transporting, and delivering. Most of the items available for this service are brand name goods, which caused little risk in the consumers mind in purchasing their products and their goods ending up not being quality. Even produce and meat are able to be ordered without much concern. Online grocery shopping has many advantages over traditional grocery shopping, but there are a few downsides to the online experience as well, in terms of behavioral effort. The convenience of online grocery shopping cannot be beat. It is a no pressure...
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...aggressive marketing strategy in the late 1990’s; as a result Tivo Inc. has become the most recognizable brand name and thus setting the standard in this exploding industry. But Tivo is not without shortcomings. It faces inabilities to effectively reach large amounts of the DVR market due to the current monopolies that cable and satellite companies enjoy. The fairly expensive retail price of the Tivo unit could possibly jeopardize the company’s ability to stay competitive in the market for an extended period of time. The rapid growth of this industry is also creating increased competition for Tivo, and it seems the management of Tivo will be left with some crucial decisions to make if they are to continue to survive in this industry. Currently, Tivo develops DVR software and stand-alone units with a selling focus towards television viewers seeking an improved and interactive viewing experience. A DVR unit is a set-top box that performs three different main functions: 1. Tivo and live television – Tivo allows the viewer to pause and rewind live T.V. programs so they don’t miss a moment of their show. No longer does a trip to the bathroom or the refrigerator keep the viewer from watching their entire program. Tivo also automatically records the show you are watching as you are watching which allows you to rewind it as far as fifteen minutes into the past. This means if a friend walks in the room and didn’t catch the first ten minutes...
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...Yi-Hsuan Su, Ya-Ling (Claire) Wang, Winette Yee May 5, 2010 Swatch: The Global Watch The IMC Plan in Brazil, Japan, and Switzerland 1 Statement of Purpose Swatch (‗Swiss‘ + ‗watch‘) watches, created under the management of Nicolas Hayek, are fashion statements and pop-culture icons. They feature witty, outlandish designs that use intense colors and are youthful, provocative, stylish, and unpredictable. The mission of the IMC campaign is to tie the brand image with creative art in order to tell the brand story, strengthen Swatch‘s brand identity among the target audience (young students or professionals, aged 18-25) globally, and consistently incorporate different and relevant mediums (print ad, website, MTV – user-generated content, and online communities) to reach the target audience. The multi-country marketing analysis of The Swatch Group will aid in developing the IMC strategy and campaign for Swatch‘s CreArt (‗creativity‘ + ‗art‘) Collection in the following three countries: Brazil, Japan and Switzerland. When reading this, please be aware that Swatch did not impose an integrated marketing campaign in Brazil; rather, they only held one event and communicated to customers through Twitter. Therefore, the Brazil section is composed mostly of what The Swatch Group should do in order to meet their objectives. Furthermore, the cultural dimensions and components that will affect consumers shopping intention in each country will also be analyzed. Finally, based on the differences...
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...Marketing’s Value to Consumers, Firms and Society Questions and Problems: 1. List your activities for the first two hours after you woke up this morning. Briefly indicate how marketing affected your activities. The first thing in the morning after wakening up, I wash my face with Clean and Clear by Johnson & Johnson , take a shower with Caress, brush my teeth with Arm and Hammer toothpaste. Breakfast consist of a cup of Folgers coffee and bowl of Post Cereal. All of these items are marketed to address what is appealing to the potential consumer, with slogans, such as slickening body wash, facial scrub with bursting beads to wake you up and gently exfoliates skin, or advanced white clinically proven to whiten teeth, one hundred percent pure coffee, post cereal advertising deliciously sweet apple pieces and caramel baked oat clusters. The marketing and advertising persuaded me to try the products that I use daily. 2. If a producer creates a revolutionary new product and consumers can learn about it and purchase it at a website on the Internet, is any additional marketing effort really necessary? Explain your thinking. I would think the more marketing of a product the more people will learn about it and would want to buy it. Not everyone has a computer and connected to the internet. More people lessen to radio and look at TV than any other medium. It would be wise to expand ones marketing efforts in others areas and not totally rely on e-commerce alone to market...
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...TRENDS IN CHARGES FOR PAY TV SERVICES, THE QUALITY OF SERVICES PROVIDED TO CONSUMERS AND SUBSCRIBER NUMBERS Introduction and executive summary 1. In its Third Consultation Document, Ofcom concluded that there are relevant markets at the retail level for (a) “supply of Sky Sports 1, Sky Sports 2 or Setanta Sports 1 as well as HD versions of these channels or TV packages that contain these channels” and (b) “supply of television bundles containing Core Premium Movie channels”1. Part of Ofcom‟s analysis in support of these conclusions has involved consideration of changes over time in: (a) (b) (c) 3. charges for Sky‟s pay TV services; the quality of services provided by Sky to consumers; and the number of Sky subscribers. 2. In its inquiry Ofcom has put forward a view that Sky has continually raised charges for its pay TV services over time, reducing the value for money received by consumers, while at the same time increasing the number of its subscribers. Ofcom then infers from this assessment that Sky does not face effective competition at the retail level. Sky considers that the facts of the matter wholly contradict this assessment by Ofcom, and the inference that is drawn from it. Sky has already provided Ofcom with significant evidence collected by PwC, which shows that in relation to pay TV services UK consumers are well served compared to their European peers. Similarly, in its Response to Ofcom‟s Third Consultation Document, Sky demonstrated that Ofcom‟s proposition...
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...stand out from competing brands. While athletes have been found to endorse both high and low status products, measuring consumers’ attitudes and purchase intentions of these products endorsed by the athletes is important to the success of the product in the marketplace. The success of these endorsed products in the marketplace may also come from star power, which is characterized as unique characteristics possessed by the individual that makes them star worthy.The researcher is familiar with his chosen topic because since he was a little kid he has been a huge fan of basketball and the researcher watched how the basketball industry market and sell their names. He has been updated every releases such as their equipment and other stuff. The researcher preferred this topic because the basketball industry merchandisebecomes one of his collections since he was fond of playing basketball. The researcher findtheir selling items very easy, comfortable, versatile and fashionable to use. For example, a Nike LeBron 12 is very useful in his basketball games and also in fashion sense it is very appealing. One of the most effective and positive associates by transferring different qualities to the product like physical appeal or likeability of the endorser, If the product are used appropriately athletes whose advertising can serve valuable role in enhancing a company’s competitive position not only by contributing to build a favorable brand. Aligning of basketball athletes with a brand is quite...
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...Ultimate Network”— something called the Internet: “Advertisers and agencies take note: It has the potential to become the next great mass/personal medium.”1 The prediction was correct, if not understated. The Internet has become a huge medium for advertisers, targeting audiences more precisely than any medium before it. Yet, none of the venerable ad agencies at that time could have guessed that an Internet start-up—Google— would become bigger than the leading multinational advertising holding companies like Omnicom, WPP, Interpublic, and Publicis. Nearly 99 percent of Google’s $16.6 billion revenue in 2007 came from advertising. THE BUSINESS OF MASS MEDIA B 343 ‘ ADVERTISING However, Google is different from the Madison Avenue agencies. It doesn’t design witty, slick ad campaigns. Instead, it facilitates the dull but effective text-based sponsored links that appear in Google searches or on affiliated sites. “We are in the really boring part of the business…the boring big business,” Google’s CEO Eric Schmidt says.2 What Google’s ads lack in creativity, they make up in precision. Google’s AdWords advertising system has made advertising both targeted (by keyword or geographically) and inexpensive (ad buyers can preset daily spending limits). This has revolutionized advertising and enabled millions of new small advertisers to afford their own customized advertising plan along with traditional big advertisers. Google also notes that “we will do our best to provide the most...
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...most effective promotional tools for companies such as Nokia - for example offering subsidies on the handsets to encourage retailers to sell higher volumes. A "push" strategy tries to sell directly to the consumer, bypassing other distribution channels (e.g. selling insurance or holidays directly). With this type of strategy, consumer promotions and advertising are the most likely promotional tools. Pull A “pull” selling strategy is one that requires high spending on advertising and consumer promotion to build up consumer demand for a product. If the strategy is successful, consumers will ask their retailers for the product, the retailers will ask the wholesalers, and the wholesalers will ask the producers. A good example of a pull is the heavy advertising and promotion of children's’ toys – mainly on television. Consider the recent BBC promotional campaign for its new pre-school programme – the Fimbles. Aimed at two to four-year-olds, 130 episodes of Fimbles have been made and are featured everyday on digital children's channel CBeebies and BBC2. As part of the promotional campaign, the BBC has agreed a deal with toy maker Fisher-Price to market products based on the show, which it hopes will emulate the popularity of the Tweenies. Under the terms of the deal, Fisher-Price will develop,...
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...1. INDUSTRY BACKGROUND The term footwear covers a vast range of products made from many different materials. Boots, shoes, sandals, slippers and clogs are made wholly or partly of rubber, synthetic and plastics materials, canvas, rope and wood. In fact, in 2007, rubber and plastics footwear made up 53% of the pie whereas leather footwear accounted for 14% only with the remaining 33% of the footwear made of textile and other types of materials. In recent years, the footwear industry has become highly globalised, with competition from countries with lower labor costs and less regulated working conditions forcing footwear manufacturers to look at restructuring and re-locating their facilities. As the World population increases and living standards improve, the demand for footwear has shot up rapidly. Over the last decade and a half, Asian countries have emerged as the most powerful destination for footwear production, with established names in the US and Europe economies having shifted their facilities (partly and wholly) to Asian countries. GLOBAL CONSUMPTION OVER 10 YEARS CONSUMPTION(MILLION OF PAIRS) | 1998 | 2000 | 2002 | 2004 | 2008 | ASIA(ALL) | 4744 | 5222 | 5474 | 5840 | 6528 | AMERICAS | 3011 | 3274 | 3279 | 3433 | 3611 | EUROPE | 2239 | 2396 | 2544 | 2717 | 2886 | REST OF THE WORLD | 1086 | 1187 | 1172 | 1317 | 1399 | TOTAL | 11080 | 12079 | 12469 | 13307 | 14424 | 2. THE INDIAN OUTLOOK The...
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...at the beginning of the 21st century, its CEO/ Chairman, Yang-Ho Cho undertook various transformation initiatives - for instance, improving service quality and safety standards, technology integration, upgrading pilot training, better business focus; putting in place a professional management team, improving corporate image through sponsorship marketing, etc. He gave a new corporate direction in the form of '10,10,10' goal. However, Korean Air is held up by a slew of challenges. Among which are inefficiencies of - Chaebol system of management, possible clash of its cargo business with its own shipping company, limited focus on the domestic market and growing competition from LCCs. How would Korean Air manage growth as a family-owned conglomerate? The case offers enriching scope for analysing a family business’s turnaround strategies, with all the legacy costs involved. Pedagogical Objectives • To discuss the (operational) dynamics of Korean Chaebols - their influence/ effects on the country’s industrial sector and the economy as a whole • To analyse how family-owned businesses manage the transition phase - from a supplier-driven economy to a demanddriven economy • To identify all the possible reasons for Korean Air ’s turbulent times and assessing whether they are controllable or not • To critically evaluate Korean Air ’s transformation efforts - in terms of growth, productivity and cost cuts, especially the efficacy of '10,10,10' goal in a family-run business • To identify various...
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...Geissler Media Editor: John Rich Production Technology Analyst: Emily Gross Frontlist Buyer, Manufacturing: Diane Gibbons Production Service: PrePressPMG Sr. Art Director: Stacy Shirley Internal Designer: Chris Miller/cmiller design Cover Designer: Chris Miller/cmiller design Cover Image: Getty Images/The Image Bank Permission Aquistion Manager/Photo: Deanna Ettinger Permission Aquistion Manager/Text: Mardell Glinski Schultz © 2010, 2007 South-Western, Cengage Learning ALL RIGHTS RESERVED. No part of this work covered by the copyright hereon may be reproduced or used in any form or by any means—graphic, electronic, or mechanical, including photocopying, recording, taping, Web distribution, information storage and retrieval systems, or in any other manner—except as may be permitted by the license terms herein. For product information and technology assistance, contact us at Cengage Learning Customer & Sales Support, 1-800-354-9706 For permission to use material from this text or product, submit all requests online at www.cengage.com/permissions Further permissions questions can be emailed to permissionrequest@cengage.com Library of Congress Control Number: 2008939395 ISBN 13: 978-0-324-59360-0 ISBN 10: 0-324-59360-0 South-Western Cengage Learning 5191 Natorp Boulevard Mason, OH 45040...
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