Sports & Entertainment Marketing Blog Assignment # 8 (25 points)

Wolves need some marketing genius to go with their new shooters

This is not exactly scientific, but when you look around Target Center and maybe three of 100 spectators are wearing anything to indicate an appreciation for the team or an individual player, it shows the immense brand building that remains for the Timberwolves in this extra-competitive sports market.

The replica jersey or uniform top has become the apparel of choice for fans watching the Vikings in the Metrodome, the Wild at Xcel Energy Center and, now more than ever, the Twins in Target Field.
This show of affection is accompanied by what are mostly expensive tickets to watch these well-supported home teams.

Read the rest of the article here. 

http://www.startribune.com/sports/wolves/105317188.html?elr=KArks7PYDiaK7DUqyE5D7UiD3aPc:_Yyc:aUoD3aPc:_27EQU

In a 2 paragraph response (a minimum of 5 sentences for each paragraph), answer the following questions.  In paragraph # 1, consider the marketing strategy disucssed in the article to generate interest in the Wolves.  Other than cutting ticket prices, what would be 2 other marketing strategies you would employ to bring people to the games.  Hint, think about the 5 P's of marketing!  Be specific with your thoughts. 

In paragraph # 2, you will now put on your team franchise owner's hat.  If you were to start an NBA expansion franchise with a brand new arena to play in, what city would you choose?  Why?  Next, describe your marketing strategy for the team.  What would be your main focus?  Promoting the team, the individual players, the arena, or something else.  Why would you choose this specific strategy?  Be specific with your thoughts.

Please sign your name to the bottom of your blog entry.

Global Marketing Blog Assignment # 8 (25 points)

Ad Industry Finally Gaining Some Respect in China

Spirits Up at Conference Amid Signs Government Now Values Importance of Advertising as a Business

NANCHANG, China (AdAge.com) -- With ad spending growth still in the double digits, ad agency executives in China are in buoyant spirits, but the mood at this year's China International Advertising Festival in Nanchang is especially positive, thanks to recent signs the government is looking to invest in and recognize the importance of advertising as a business.

Government officials and agency leaders are buzzing about a speech given last weekend in Chengdu by Liu Fan, vice minister of the State Administration of Industry and Commerce (SAIC), which regulates China's ad market.

Read the rest of the article here.  http://adage.com/globalnews/article?article_id=146667

In a 2 paragraph response (a minimum of 5 sentences for each paragraph), answer the following questions. 

The article talks about government officials and agency leaders buzzing about a speech given last weekend in Chengdu by Liu Fan, vice minister of the State Administration of Industry and Commerce (SAIC), which regulates China's ad market. He goes on to mention that advertising is "fundamental to economic development and sustaining a harmonious society".  In paragraph # 1, describe what you think he means by this statement.  Do you agree or disagree and why?  Be specific with your thoughts. 

Also mentioned in the article, Mr. Liu's speech suggested the government's attitude is changing because it now sees the ad business as, well, a business. "China now recognizes advertising as a commercial activity".  In paragraph # 2, discuss what you think are the major hurdles and challenges facing advertisers in China and why you feel this way.  Be specific with your thougths.

Please sign your name to the bottom of your blog entry.

Global Marketing Blog Assignment # 7 (25 points)

From Advertising Age.

How P&G Remains a Leading Global Marketer

NEW YORK (AdAge.com) -- Procter & Gamble Co. became the first corporate inductee to the American Advertising Federation Hall of Fame on March 25, and while it's a big honor, it could be seen as a mixed blessing. After all, the other inductees are retired, and many have been honored posthumously, while P&G still considers itself very much in the game.

In an interview with Advertising Age prior to the induction, P&G Chairman-CEO Bob McDonald said avoiding the trap of leaning too heavily on the company's marketing legacy is one thing that keeps him up at night. Increased focus on digital marketing, he said, is one of the keys to P&G's strategy to remain a leading marketer.

Another key is bringing the power of multiple brands together into umbrella marketing efforts, and Global Brand-Building Officer Marc Pritchard said P&G appears to have gotten better return on investment from its corporate branding effort around the Winter Olympics than from many individual brand efforts.
Such multi-brand campaigns long have been the promise behind P&G's regional market-development organizations, such as the North American one headed by Group President-North America Melanie Healey.

And in short order following the Winter Olympics, she's leading another group effort, P&G's "Future Friendly" green-marketing campaign that unites multiple brands. Despite the recession, consumer demand for more sustainable products isn't abating, Ms. Healey said, but she said the mainstream consumers P&G is targeting with its campaign also don't want to sacrifice performance.

Ms. Healey's group also heads media planning and buying operations for P&G, and a year after the company took advantage of a soft recessionary media market to drive down costs, she said it retains hopes of getting better pricing once again going into the upcoming TV upfront.
Watch the following short 3 minute video called "How P&G Remains a Leading Global Marketer"



In a 2 paragraph response (a minimum of 5 sentences for each paragraph), answer the following questions. The CEO talks about constantly trying to change the products in order to best satisfy the needs and wants of consumers.  In paragraph # 1, discuss that statement and provide your perspective on that marketing strategy.  While it works for P & G, do you think it's a strategy that all companies should live by?  Why or why not?  Be specific with your thoughts.  In addition, the article talks about 3 other marketing strategies currently working for P & G:  a focus on digital marketing, bringing the power of multiple brands together into umbrella marketing efforts, and "green marketing".  Of the 3 strategies mentioned in the article, in paragraph # 2, disucss which one you feel gives P & G the best opportunity to connect with consumers.  Why do you feel this way?  Be specific with your thoughts.

Please sign your name to the bottom of your blog entry.

Sports & Entertainment Marketing Blog Assignment # 7 (25 points)

From Forbes Magazine Video.

Watch the following 2 minute video called "Orlando Magic's Amway Center Goes High Tech".



After watching the video, in a 2 paragraph response (a minimum of 5 sentences for each paragraph), answer the following questions. In paragraph # 1, what are your general thoughts on adding all this technology to an arena? Good, bad, and why do you feel this way? Also, would you be willing to pay the increased ticket costs for technology that you may not use? Why or why not? Be specific with your thoughts. In paragraph # 2, discuss the specific technology that appeals most to you? What do you like about it? What about the least appealing technology? Be specific with your thoughts.

Please sign your name to the bottom of your blog entry.

Global Marketing Blog Assignment # 6 (25 points)

Ethics Around the World:Promotion is typically used as a tool to communicate with audiences.  The role that promotion plays in global marketing strategy differs across national borders.  The differnce in roles is not just to due to legal restrictions on advertising.  Some cultures view advertising as rude.  Telling customers what they should have may be seen as arrogant.

Marketers often act as a change agent in culture.  They provide new products, ideas, and lifestyle alternatives.  But in some cultures, marketing activities represent a threat to established order.  Communist economies did not allow for the marketing process to work.  Manufacturers were fiven specific requirements for products.  For example, a scientific analysis was undertaken to determine the ideal number of shoes needed for each foot size.

Lack of access to promotional techniques can prevent companies from developing products to meet customers' needs.  Rules and regulations that limit promotion can give advantages to existing businesses and can limit competition from entrepreneurs.  At the same time, advertising bans can protect consumers.  China has banned advertising of medicinies because a large number of fake products were being sold.

In a a 2 paragraph response ( a minimum of 5 sentences for each paragraph), provide answers to the following questions.  In paragraph #1, explain the role that marketing communication plays in social change and describe the advantages and disadvantages of allowing companies to freely engage in advertising without regulation.  Be specific with your thoughts.  In paragraph # 2, discuss how do you feel in general about promotion and advertising being regulated and why you feel this way?  Be specific with your thoughts.

Please sign your name to the bottom of your blog entry.

Sports & Entertainment Marketing Blog Assignment # 6 (25 points)

ESPN aims for female audience with espnW

By Michael Hiestand, USA TODAY

Selling ESPN specifically to women might not seem sensible.  But ESPN, always on the prowl for spinoffs, wants to target women with espnW.  As ESPN vice president Laura Gentile notes, ESPN's own research finds "women see us as an admirable brand that has authority. But they see us as their father's brand, or husband's brand, or boyfriend's brand. They recognize it's not theirs"

No wonder. Men account for 76% of ESPN's overall viewership. And just two types of programming it produces draws majority-female audiences: The National Spelling Bee on ABC (63% female) and cheerleading shows on ESPN2 (52%) — with ESPN2's Wimbledon coverage in third place with 48%.

Read the rest of the article here:  http://www.usatoday.com/sports/columnist/hiestand-tv/2010-09-30-espnW-baseball-tv-playoffs_N.htm?csp=usat.me

In a 2 paragraph response (a minimum of 5 sentences for each paragraph), answer the following questions.  In paragraph # 1, discuss your thoughts on this innovative idea.  Do you think the idea could ultimately develop into a network channel?  Why or why not?  Be specific with your thoughts. 

According to this news story, men account for 76% of ESPN's overall viewership and just two types of programming draws majority-female audiences: The National Spelling Bee on ABC (63% female) and cheerleading shows on ESPN2 (52%).  In paragraph # 2, address the following scenario.  If you were a marketing professional at the network charged with the task of attracting more female viewers, what would your strategy be?   Be specific with your thoughts. 

Please sign your name to the bottom of your blog entry.

Baltimore Field Trip. Ravens Lockeroom Video

Baltimore Field Trip Photos!

Check out the pictures from yesterday.  More to come...

http://picasaweb.google.com/ehsmktgteach/BaltimoreFieldTripOct6th201002#

Global Marketing Blog Assignment # 5 (25 points)

VW's quest to conquer America

FORTUNE -- Volkswagen -- which used to ask customers to "think small" -- is thinking big. Some might even say it's thinking grandiose.

Now second among the world's automakers in numbers of cars produced, VW Group has declared its intention to become the global leader, overtaking Toyota (TM) by 2018. Key to the plan is its ambitious goal to triple sales in the U.S., long a weak link in VW's global operations.

It's going to be quite a challenge. Back in 1970, when the Beetle was in its heyday, VW sold 569,696 cars, making up 7% of the market. Hurt by Japanese and Korean competition, unfavorable exchange rates, and a weak dealer network, it hasn't come close since. In the past decade VW's U.S. sales have declined from 358,429 in 2000 to 213,454 in 2009, just 2% of the market (3% if you include Audi, VW's luxury brand). Deutsche Bank estimates that VW has been losing more than $600 million a year in North America since 2003; last year's revenues there were $15.2 billion.

Read the rest of the article here:  http://money.cnn.com/2010/10/04/autos/volkswagen_usa.fortune/index.htm

In a 2 paragraph response (a minimum of 5 sentences for each paragraph), answer the following questions.  , The article mentions VW's goal to triple sales in the USA.  Think about the quote "VW needs to spend much more time understanding the U.S.A. consumer".  In paragraph # 1, describe at least 2 specific marketing activities (9 functions) you think VW would have to engage in to better understand the US consumer.  Be specific with your thoughts.  In paragraph # 2, discuss what car companies (USA or Global) you think do a good job marketing their products and services and why you think they do a good job.  Be specific with your thoughts.

Please sign your name to the bottom of your blog entry.

Sports & Entertainment Marketing Blog Assignment # 5 (25 points)

If English Soccer Can Take in $155M From Sponsored Jerseys, What About NBA, NFL?

Mark Cuban: Ads on Uniforms a Matter of 'How Much' Not 'If'

NEW YORK (AdAge.com) -- It was just a small blurb in Sports Illustrated magazine's "By the Numbers" section two weeks ago: "$155 million -- Income generated by the 20 English Premier League soccer teams this season by selling ad space on their jerseys."

.

But those 21 words are causing the four major American sports leagues, its corporate partners and even fans to rethink the idea of sponsor patches on team uniforms.

Read the rest of the article here: http://adage.com/article?article_id=146264

In a 2 paragraph response (a minimum of 5 sentences for each paragraph), answer the following questions.  In paragraph # 1, provide your thoughts on this issue.  If all of the major professional sports leagues (NBA, NFL, NHL,and MLB) got on board and started doing this, do you think it would be a good or bad thing for the SEM industry?  Why or why not?  Provide at least 2 reasons for whichever side of the coin (good or bad) you take.  Be specific with your thoughts.  In paragraph # 2, discuss which major professional sports league you think would benefit the most and why.  Provide at least 2 reasons for why you think this particular league would be most beneficial.  Be specific with your thoughts.

Please sign your name to the bottom of your blog entry.