Менеджмент

Listening and Speaking

I. Listen to the dialogue and trade the roles. Follow the tape-script if necessary.

Dialogue: Marketing Decisions

Remember:

direct mail – рассылка материалов по почте mailer n – информация по почте

discount coupon – купон на предоставление скидок radio spot – короткая рекламная передача по радио stuff n – дрянь, хлам

TV commercial – телевизионная реклама

flyer n – флаер (одна страничка рекламы, раздаваемая на улицах или рассылаемая по почте)

M. Our sporting bags are unique and I think the best way to introduce them is by direct mail. A mailer sent out with a discount coupon of, let’s say 20 per cent off, should bring us a lot of sales.

C. Well, I can’t say I agree. I think radio spots would be more effective, even if they are a little more expensive.

M. What about cable TV? That’s effective too.

C. I don’t know anything about cable TV ads, except the ones that are on at 10.00 in the evening. I’ve bought lots of stuff from those ads. At the end of the day I’m tired and I seem to have less self-control over my spending. I buy everything!

M. Exactly! That’s it! People will buy what they see on TV. If we have a nice ad, they will come to our stores, or better yet, buy over the phone.

С. Let’s go with several types of ads, one in a popular magazine, a short TV commercial and some flyers handed out in the street. Then we’ll see what works and which is the most cost-effective.

M. OK, let’s do it!

Act out a similar dialogue. Change the product.

II. Read the following advertisement. Work with a group-mate and think of good reasons to own this exerciser. Then try to convince the other people in your group to get it.

Remember:

vastus medialis – медиальная широкая мышца concentric work – тренировка в преодолевающем режиме

essentric work – тренировка в уступающем режиме resistance n – сопротивление

contraction n – сокращение bilateral a – двусторонний unilateral a – односторонний

NAUTILUS Leg Extension Machine

Full-Range Therapy for the Knee Featuring:

–concentric work;

–essentric work;

–resistance in the position of full muscular contraction: an important stimulus for strengthening the vastus medialis;

–stretching;

–balanced variable resistance throughout the full range of motion;

–selectorized resistance;

–bilateral work potential;

–unilateral work potential.

Nautilus Sports/Medical Industries

P.O. Box 1783 Deland, Florida 32720 (904) 228-2884

Writing

I. Imagine that you are going to present a report on sports marketing at the Annual Student Scientific Conference. Write the report using the material of the Unit. Define its issues (definition, forms, outstanding individuals and corporations, etc.).

Unit 6. Olympic Marketing

Pre-reading activities

I. Listen to your teacher’s reading and mark the stressed syllable in the following words:

II. Check if these topical words and key phrases are known to you. If not, try to memorize them:

Pre-reading discussion

III. Discuss with your group-mates before you read the texts:

– what in your opinion Olympic marketing is.

Reading

Task I. Read Text A to know the historical background of Olympic marketing.

Text A

Historical Background

There is an opinion that marketing and the Olympic Movement are incompatible.

What is Olympic marketing? Is commercialization of the Olympic Movementpositiveornegative?Toanswerthesequestionsitisnecessary to look back at the Olympic history.

1896, Athens. The Organizing Committee faced severe financial difficulties and sought support from a well-known benefactor George Averoff who, financed the major expense for refurbishing the Olympic stadium. Companies started providing revenue through advertising in the souvenir programme. One of the advertisers in that programme was Kodak which continues to support the Olympic Movement today.

1912, Stockholm. Ten Swedish companies purchased “sole-rights” to take photographs¹ and sell memorabilia of the Olympic Games. One company purchasedtherightstoplaceweighingmachinesonthegrounds for spectators.

1924, Paris. Olympic Games venue advertising signage2 was permitted for the first and only time.

1928, Amsterdam. Rights were expanded to concessionaries who were allowed to operate restaurants within the stadium grounds. The Co- ca-Cola company, a current partner, began its long-standing associating 3 withtheOlympicGames.Advertisingwasallowedintheprogrammesbut the stadium grounds and buildings couldn’t be disfigured with posters 4.

1932, Los Angeles. The California approach to the Games was money-oriented. The most original element in the Los Angeles business proposition was the Olympic Village. When the Games were over the bungalows in which athletes had lived were dismantledandsoldastourist accommodations and to construction companies.

1952, Helsinki. The sales department sold various rights to do onsite business at the Olympic Games5. Companies from eleven countries donated various products, ranging from food for the athletes to flowers for medal winners.

1964, Tokyo. The number of corporate marketing relationships associated with the Games grew to include 250 companies.

1976, Montreal. The marketing programme for the Montreal Olympics generated only $ 7 million. After the Montreal Olympic Games the financial situation in the Olympic Movement was difficult. The Montreal Games led to a financial disaster for the host city. There was little interest in bidding for the 1984 Olympic Games. Less than 5 NOCs had any form of independent revenue programmes. The media predicted the demise of the Olympic Movement. Over 90 % of marketing revenue came from broadcastrightsfeesandofthatover85%camefrom the USA broadcaster. With the election of Juan Antonio Samaranch the IOC President a lot has changed over the next few years.

Already in 1982 the IOC founded the NEW SOURCES OF FINANCINGCommissiontoidentifynewrevenueopportunities.In1985 the TOP world-wide sponsor programme was introduced. 1988 marked the beginning of financial independence of the Olympic Movement. In 1989 the Marketing Department of the IOC was organized and since then the Olympic Movement has seen a more dynamic revenue flow.

1996,Atlanta.The Centennial Olympic Games marked the most successful marketing effort the world has ever seen. The Games were funded entirely through private sources. Broadcast rights fees, sponsorship and ticket sales comprised the Game’s sole sources of revenue.

2002 Salt Lake City. The Winter Olympics established a benchmark for protecting the Olympic image and the rights of the partners. The balance between the commercial agenda and the Olympic image was achieved.

In the following years the revenues continued to grow. Olympic marketingprogrammessuchassponsorship,ticketsales,licensingandthe sales of broadcasting rights generated a revenue stream that allowed the OlympicMovementtobecomefinanciallyindependent.ItallowedtheIOC to become involved in a wide range of initiatives from the environment to humanitarian ones, to support sports development through the Solidarity Programme, to render financial assistance to athletes. But maximization of revenue is far from being the IOC’s primary marketing goal. The primary mission of the IOC is to expand the Olympic Movement so that most of the world could see and experience the Olympics.

Notes:

1 Ten Swedish companies purchased “sole rights” to take photographs. – Десять швед-

ских компаний приобрели единоличные права на фотосъемку.

2 theOlympicvenueadvertisingsignage – реклама в местах проведения соревнований Олимпиады.

3 ...began its long-standing associating. – ...начала долговременное сотрудничество.

4 ...couldn’t be disfigured with posters. – ...нельзя было портить их внешний вид ре-

кламными постерами.

5 rights to do on-site business at the Olympic Games – права на ведение предпринима-

тельской деятельности в местах проведения соревнований на Олимпийских играх.

Vocabulary and Speech Exercises

IV. Work individually or with a group-mate to answer these questions:

1.Who did the 1896 Olympic Games get financial support from?

2.What are the 1912 Olympic Games remarkable for?

3.When was the venue advertising signage permitted for the first and only time?

4.When did Coca-Cola begin its long-standing association with the IOC?

5.What was the most original project at the LosAngeles Games?

6.What did the on-site business at the 1952 Helsinki Olympics include?

7.What was the financial situation at the 1976 Montreal Olympics like?

8.Why was THE NEW SOURCES OF FINANCING Commission founded?

9.What sort of initiatives did the Olympic marketing revenue allow the

IOC to initiate?

10.What Olympic marketing programmes are mentioned in the text?

V. Mark the following as true or false. Correct the false sentences:

1.GeorgeAveroff financed the Opening ceremony of the 1896 Olympic Games.

2.Since the 1924 Olympics in Paris advertising has been permitted at the Olympic venues.

3.Advertising was everywhere at the 1928Amsterdam Olympics: in the programmes, at the stadium grounds and on the buildings.

4.After the 1932 Los Angeles Olympics the bungalows where the athletes had lived were ruined.

5.The Centennial Olympic Games were funded solely by the USA government.

6.The election of Juan Antonio Samaranch the IOC President changed the financial situation in the Olympic Movement to the better.

7.Only the support of sponsors allowed the Olympic Movement become independent.

8.Maximization of revenue is the only IOC’s marketing goal.

VI. Match the words with the dictionary definitions:

VII. Add these words and word combinations to the word map:

Olympic Village; demise; broadcaster; benchmark; benefactor; financial disaster; Olympic image; tourist accommodations; money-oriented; broadcast rights fees; revenue; souvenir programme.

VIII. Complete the following sentences using suitable words and word combinations from the word-box:

proposition, fees, benefactor, posters, signage, concessionaire, onsite business

1.The IOC regulations don’t allow advertising ... to be put at stadium grounds.

2.For the first and only time the IOC permitted to use venue advertising

... at the 1924 Paris Olympics.

3.The first modern Olympic Games were held due to the financial assistance of a well-known ... GeorgeAveroff.

4.To broadcast the Olympic Games big companies have to pay broadcasting rights ... .

5.Coca-Cola is a long-standing ... of the IOC.

6.TheOlympicVillagewasthemostoriginalelementintheLosAngeles business ... .

7.The right to do ... , for example to operate restaurants within the stadium grounds, was granted to the Coca-Cola company in 1928 at theAmsterdam Olympics.

IX. Fill in the prepositions where necessary:

1.Companies provide revenue ... advertising.

2.Atthe1928AmsterdamOlympicsconcessionariesoperatedrestaurants

... the stadium grounds.

3.The California approach ... the Olympic Games was moneyoriented.

4.Bungalows in the Olympic Village were sold ... construction companies.

5.There was little interest ... bidding the 1984 Olympic Games.

6.As the IOC is financially independent it is involved ... a wide range ...

initiatives.

7.The IOC renders assistance ... athletes.

X. Describe the historical background of Olympic marketing.

TaskII. Read TextBto get more information about sports sponsorship as one of the forms of sports marketing.

Text B

Olympic Sponsorship

Remember:

Official Sponsor – официальный спонсор Official Supplier – официальный поставщик Official Licensee – официальный лицензиат financial commitment – финансовые обязательства

category exclusivity – исключительные права на определенную категорию товаров

Olympic designations – олимпийская символика showcase n, v – витрина, выставлять на витрине

Sponsorship has been one of the fastest growing marketing forms over the past 15 years. Olympic sponsorship is a relationship between the Olympic Movement and corporations intended to generate support for the Olympic Movement and the Olympic Games and, in return, benefit the sponsor. With the size and complexity of today’s Olympic Games they have got to the point where if there were no sponsors, there would be no Games. Sponsorship contributes more than 40 % of Olympic marketing revenue. Sponsorship not only provides essential financial support to the Olympic Movement but also support services such as products, technical support and :staff development. Furthermore, through the promotional activities of sponsors public awareness and support for the Olympic Movement 1 are increased. As the sponsors’ role grew the largest challenge has been to ensure that the Games do not become uncontrollably commercial. That is why the IOC is responsible for the overall managementoftheOlympicmarketingprogrammesattheGames. In1984attheLosAngelesOlympicsthemostsuccessfuleraofcorporate sponsorshipbegan.ForthefirsttimetheOrganizingCommitteeseparated sponsors into three categories: “Official Sponsor”, “Official Supplier” and “Official Licensee”. 34 companies were chosen as Official Sponsors, 64 companies purchased “supplier rights” and 65 companies became licensees. However the marketing of the Olympic Games was still limited to the host country and the US companies.

In 1985 the IOC created The Olympic Partner (TOP) Programme. TOP is made of multi-national organizations. TOP partners in return to their financial commitment are guaranteed exclusive and world-wide marketing opportunities within an agreed category such as soft drinks, television and audio, office equipment, etc. This is a very unique benefit to the Partners which ensures that their competitors may not align themselves with an Olympic team or the Olympic Games anywhere in the world ². Category exclusivity is guaranteed world-wide. In addition to their exclusivity TOP Partners have the opportunity to use all of the Olympic symbols as well as appropriate Olympic designations on the products, Olympic footage, hospitality opportunities at the Games, preferential access to broadcast advertising, on-site concession and