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свидето ерлсоперникаьезнств,использующегостивало всесторонниемаркети нговыеусилия.

Наконец,Парижимелсущественныйопыт организацииолимпийскогопроцесса,учитывнеудачуя собственнпредложпопровОлимпийскихгоедениюявгр 2008году.Вмсте,какстемиЛондон,Парижужепринимал олимпиадудважды.Этовселялонеуверенность,чтоМОКможет предоставитьправона игрведение2012году.Негативный эффектусиливалото,чтоПарижтерриториальнооказался

близоксевропейск им соседом - Афинами(2004год) (http://www.parisjo2012.fr/en/index.jsp).

New York City Bid: «Let the Dreams Begin»

After the events of September 11, 2001, New York City became the sentimental favorite for the USOC bid. Dan believed that the tragedy awakened many to the true character of the city-a character exceptionally well aligned with the spirit of the Olympics.

«The rest of the world sees us in a different way than before September 11. They see the true face of New York City-the courage, resiliency, and patriotism. And in what other city is the Olympic spirit more alive? More than any city on earth, New York is a city for people with dreams» (Business Week, November 4, 2002).

US travel restrictions after September 11, 2001 also placed New York City in an unfavorable position. A significant number of visas had been denied due to heightened scrutiny by immigration services. The collection of digital personal information for those who were granted visas resulted in protests over privacy concerns.

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Overall, immigration issues contributed to concerns that a considerable number of athletes or athletic staff would be absent from the Olympic Games. Although NYC2012 had already taken efforts to advocate potential changes to the visa restrictions, it was difficult to

The proposed West Side Stadium would serve as the Olympic Stadium which would stage the events of the Opening and Closing Ceremonies. However, the proposal was mired in controversy as several powerful players would be affected. Proponents of the West Side Stadium believed that the far west side would become a thriving center of culture, sports, tourism, and entertainment. The presence of cafes, restaurants, shops, a 1,500-room hotel, office and residential space as well as a ribbon of parks along the waterfront would draw pedestrian traffic and revitalization to the area. A grand boulevard with a center esplanade nearly twice as wide as Park Avenue would be carved out between Tenth and Eleventh Avenues and run from 33rd up to 42nd Streets. The open rail yards on the east side of the site would be covered by a six-acre park. Plans for a cultural institu-

нью-йоркскуюзаявку.

In answer to the IOC’s request for demonstration of adequate advertising space, New York City Mayor Bloomberg announced in 2004 that 95% of the city’s advertising signs were under contract to

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be reserved for Olympic use. Areas committed included outdoor signage, airports, subways, buses, transit platforms, bus shelters, taxi tops, newsstands, street poles, and phone booths. This would be the largest amount of signage ever to have been committed in advance by a candidate city. This unprecedented commitment reinforced New York’s reputation as the media capital of the world. Unfortunately, unlike most of its competitors, New York was not able to guarantee 2004 advertising rates, as the IOC had requested.

НациональныхОлимпийскихкомитетов,СМИ, международныхспо ртивныхчиновников.

Communicating to Various Constituents

In order to obtain IOC support, NYC2012 had to demonstrate support for the bid from all other constituents. These included New York City residents and businesses, athletes, and the international community. Consequently, NYC2012 not only had to have a distinct message that would appeal to all groups, but also had to have more targeted messages crafted for each constituency.

NYC2012 marketing efforts included the submission of short films written and produced pro bono by NYC2012’s Creative Council, a group of top marketing executives from leading New York agencies who were charged with developing the advertising, promotions, licensing and design initiatives for the bid. The media campaign consisted of eight television spots, two radio spots, print and guerilla advertising. It showcased quintessential New York City personalities such as Jerry Seinfeld and Billy Crystal as well as celebrated New York icons such as yellow taxis and Yankee Stadium. Additionally, NYC2012 hoped that IOC members visiting New York City for the evaluation tour, would gain a sense of the excitement surrounding the Olympic Games through communications delivered during «Welcome» messages by flight attendants on flights in the

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New York City. And utilizing one of the city’s most iconic symbols, the NYC2012 committee worked out a deal in which the city’s world-known taxi drivers would point out future Olympic sites while driving people about the city.

NYC2012 faced resistance from community leaders and residents in areas like Flushing, Queens, where the city planned to join two lakes to create an Olympic rowing venue. NYC2012 representatives and city officials argued that all changes made to New York City neighborhoods would be improvements. They also informed residents that the games would create 125,000 jobs and put $11 billion into local economy. However, many residents and community leaders were skeptical of the alleged benefits, based on Sydney’s lessons and especially in light of the media exposure Athens had recently received after excessively going over budget and extending much of the tax burden onto its residents (See appendix 12 for additional information). In addition, controversy surrounding the West Side Stadium contributed to polarizing sentiments surrounding the Olympic bid.

Стадион

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Proponents claimed that the stadium would be a boon to economic development on the West side and that the new income would more than offset any cost to the city or state. Revenues from the stadium would provide funding for these very same public initiatives. In addition, the stadium’s sole use would not be for the New York Jets, who would only use it for eight to ten games per year. Rather, the stadium’s primary use would be as an extension of the Javits Center, New York City’s largest show and convention center. Many in the city believed that the Javits Center, ranked only as the 16th largest in the US, was a poor facility for the scale of New York City and that expansion would be necessary for growth of the tourism and convention industries.

The stadium plan had stirred passionate arguments from both sides of the debate, but one thing was clear: the West Side Stadium was a crucial element of New York City’s Olympic bid. Amy knew that the city could not win the Olympic bid without approval of the stadium plans.

ПоддержкаотМестныхФирм

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In addition to monetary support, NYC2012 also won tactical and symbolic support from businesses. For the first time in history, New York City construction and hotel unions agreed to a «No Strike» pledge that would be in effect for the ten years prior to the Olympics. Efforts were underway to sign similar agreements with other unions. Nearly 400 ethnic non-profit businesses and organizations representing over 40,000 nationalities had joined NYC2012’s «Nations of New York» in support of New York City’s bid. These organizations were charged with reaching out to their ethnic communities worldwide to generate support for the New York City Olympic Games. They emphasized the city’s international population and ensured other countries that if they sent their athletes to New York, an abundance of their national fans would be present.

ПобеданадМеждународнымсообщество

Серьезнымфакторомв процессепринятиярешенияМОК явиласьподдержкагородскогопредлимпийскогоожения кандидатавовсеммире. NYC2012всвоихобращенияхк международнсообществуотказалсямуиспользовать

Support from the Athletes

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NYC2012 believed that it would be crucial to communicate with and earn the support of Olympic athletes. The athletes would give a face to the Olympics; they were the most visible constituents and therefore some of the most important people to win over. In theory, if past and present Olympians supported the Games in New York City, their excitement and enthusiasm would be contagious—to the IOC, to New York City residents, and to the international community at large. NYC2012 had worked to garner the support of Olympians and Paralympians worldwide and as of late 2004 had a record number of athletes (representing 45 countries and all 50 states in the U.S.) included in its «Circle of Olympians and Paralympians». This group of 1,700 athletes was thought to be the largest group of Olympians and Paralympians ever to come out in support of an Olympic bid. They served as ambassadors for the New York Bid in various countries and participated in community and school activities within New York City.

принятиюэтогорешения?

5ПочемусредипретендентовОлимпиаде2012года Лондонневыдержалконкуренц,сталпобедв2016иителем году?Какмаркетингооммуникацактуализвые иируются настоящеевремя?

6ЧтосМадридом?

КОНТРОЛЬНВОПРОСЫЕ

1Теорвзаимяаркетинговыходействиясистем коммуникаций.

2Процессинтернациорыночотношений. ализацииых

3Показатеисточниковвлияния()компанииастина международнры. енки

4Хараоктеружающейс международногоистикаеды

маркетинга.

5Сущностьиотличитособенностиглобальногольные международмаркети. ногога

6Условвозникновениясуществования международногомаркетинга.

Причины7 ,побуждающкомпаниие рименению международногомаркетинга.

8Эволюциямеждународмаркети. ногога

9Основныецелизадачимеждународмаркети. ногога

10Экономическиеусловияорганизации функционированияпредпринимательскихструктурзарубежом.

11Политическиефакторыорганиза ции функционированияпредпринимательских структурзарубежом.

12Правфакторырганизавыефункционирования предпринимательскихструктурзарубежом.

13Социально-культуфакторыорганизацииные