Менеджмент

5.Who is the target audience for physical education?

6.What is positioning?

7.What is repositioning aimed at?

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

1.A strategic marketing process has two components: planning and implementation.

2.Very few educators know marketing research tools.

3.Marketing research might focus on the designing of a simple questionnaire.

4.The consumers of physical education are physical education (PE) teachers.

5.The third step in the planning phase is creating a positive image of physical education in the minds of students and their parents.

VI. Match these words with the dictionary definitions:

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

target audience; interview; research tool; survey; consumer; marketing plan; to create positive image; videotaping; product; memories; questionnaire; physical education services; scientific research; data; repositioning.

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

targetaudience,product,physicaleducationcurriculum,repositioning, positioning, questionnaire, consumers, strategic marketing process

1.In the process of marketing of physical education the latter is a ... .

2.Students and their parents are ... of physical education.

3.Planning, implementation and control are the three components of ... .

4.Marketing research may focus on ... .

5. ... is a marketing research tool.

6.A group of consumers around whom the strategic marketing process is built is called ... .

7.Fixing of the physical education product in the minds of the target audience is ... .

8.Videotaping of children at the physical education class is a very effective tool of ... .

IX. Fill in the prepositions where necessary:

1.Repositioning is aimed ... replacing a negative physical education image ... a positive one.

2.The students who participate ... physical education and the parents who are responsible ... the students are called the target audience.

3.Educators should pay more attention ... the strategic marketing of physical education.

4.Marketing research might focus ... application ... physical education

... daily activities.

5.To change the image of physical education ... parents’minds educators may invite them ... their chidren’s physical education classes.

6.Educators may offer physical education classes ... the whole family.

X. Describe the following steps in the planning phase of physical education strategic marketing:

–conducting marketing research;

–identifying the target audience;

–positioning.

Task II. Read Text B to find out what is meant by the physical education marketing mix.

Text В

Physical Education Marketing Mix

Remember:

self-image n – представление о самом себе confidence n – уверенность

ability to handle stress – способность преодолевать стресс academic achievements – результаты в учебе

The central piece of the marketing mix is the product. In physical education the product is the physical education programme. Like most products the benefits of physical education are both tangible and intangible.Astudent who participates in physical education may become morephysicallyfit.Atthesametimethestudent’sself-image,confidence, ability to handle stress and academic achievements may also improve. The students may keep a journal to demonstrate the observable benefits.

When the product to be marketed is physical education we can hardly identify the second marketing mix component price which in its literal meaning has less application in this case 1. Nevertheless the cost of physical education can be compared to that of a public fitness facility in a brochure that can be distributed among the students and parents.

Place, the third component of the marketing mix, at first glance seems to be of little importance to the marketing of physical education. Described as the process by which a company gets a product from its original point to the targeted consumer, the place of physical education is usually a gymnasium or playing field. However there are new technologies in physical education like wall climbing, canoeing, hiking, etc.2 Teachers should inform the target audience about the new reality. They may publish in the local or school newspaper the time-table of offschool physical education classes or design a colourful banner and post

it in public places.

Promotion, the means by which the product is made visible to the public, is the fourth component of the marketing mix. A physical education teacher may compose advertisements promoting physical activity and submit them to local radio and TV stations and newspapers, set up displays in supermarkets, recreation centres, coordinate a bicycle tour, hike, or outdoor adventure day.

Notes:

¹ ...in its literal meaning has little application in this case. – ...в своем буквальном смысле едва ли применимо в данном случае.

2 ...like wall climbing, canoeing, hiking. – ...такие как скалолазание, гребля на каное,

турпоходы.

Vocabulary and Speech Exercises

XI. Answer the following questions to discuss the text in detail. Refer to the text if necessary:

1.What are the four components of physical education marketing mix?

2.What is the product of physical education?

3.What is the price of the product?

4.Whatismeantbythethirdcomponentofphysicaleducationmarketing mix?

5.How can the physical education product be promoted?

XII. Choose the phrase which best completes each sentence:

1.The central piece of the physical education marketing mix is ...

a)the place;

b)the product;

с) promotion;

d)the price.

2.The product of physical education is ...

a)the PE class;

b)the PE equipment; с) the PE programme;

d)the PE uniform.

3.The place of physical education is the process by which the PE teacher ...

a)gets the product to a gymnasium or playing field;

b)rents a gymnasium or playing field;

с) informs the target audience of a new gymnasium or playing field.

4.To promote physical education a PE teacher may …

a)compose ads;

b)set up displays;

с) arrange for bicycle tours; d)speak to students’parents.

XIII. Make a list of international words used in the text. Learn their meaning and pronunciation.

XV. Say, what you have learned about the components of physical education marketing mix:

–physical education product;

–physical education price;

–physical education place;

–physical education promotion.

Task III. Read Text C to get some information about the second and the third components of physical education strategic marketing. Make a list of new words and expressions while reading it.

Text С

Strategic Marketing of Physical Education:

Implementation and Control

When the data about consumer’s needs and wants are collected, the target markets determined and the marketing mix developed, the

planning phase is complete and it is time to put the marketing plan into action. Implementation of any strategic marketing plan requires specific activities. Effective organization and leadership, finding resources, coordination and timing, information management are necessary for successful implementation of any plan. Task-setting, motivating coworkers, effective utilization of resources will have a direct impact on the success or failure of the overall marketing plan. It is recommended prior to any physical education activity to develop a checklist with a time-table for all pre-event tasks. On the day of the event give a copy of the event schedule and assignments to all the participants.

The system of evaluating the progress, outcome and consumer satisfaction is known as the control phase of strategic marketing plan. The results of any marketing plan are determined by comparing the end result with the preliminary objectives. Marketing success is measured by whether the plan achieved the desired results or not.

Physical education differs from a sport product in that success of the marketing efforts cannot be measured by increased sales or profit. Although sales and profit are traditional methods of control, customer satisfaction is equally important. To measure increases in fitness is easier than to determine changes in the attitude to physical education, nevertheless the level of consumer satisfaction is equally reliable. The initial questionnaire can also serve as a “post test” to determine if strategic marketing efforts have changed consumer’s attitude to physical education and physical activity.

Comprehension and Speech Exercises

XVI. Work in two groups:

Group A. Read the paragraph about specific activities necessary for the implementation of any strategic marketing plan.

Group B. Read the paragraph about the difference in evaluating the success of marketing effort in physical education and sport.

XVII. Find the topic sentences in each paragraph to make up a plan of the text.

XVIII. Make a summary of the text. Offer some possible “post-tests” to evaluate the success of physical education marketing.

Task IV. Read Text D to know more about the different ways of promoting physical education. Add the following terms to your topical vocabulary:

1)PR techniques – методика проведения рекламной акции;

2)PR skills – навыки рекламной деятельности;

3)budgetary support – помощь из бюджета;

4)corporate management personnel – корпоративный управленческий персонал;

5)corporate resources – корпоративные ресурсы.

Text D

Promotion of Physical Education

1.Widespreadinterestinphysicaleducationandhealthmakesphysical educators promote their programmes. PR techniques are very helpful in this respect. Physical educators are to inform the public and prospective clientele of the values of physical activities and exercise. At school where physical education is often regarded as an extra subject and is cut to make more time for academic subjects PE teachers should promote their programmes to gain personal and budgetary support of school administration and parents. Physical education has changed considerably sincethetimeadultsparticipatedintheseprogrammesduringtheirschool years. So PE teachers should allow the adults to watch how their children exercise, conduct demonstrations and other promotional activities and talk to parents in an understandable manner.

2.Promotion and marketing of physical education programmes are essential not only at school. Prospective clientele for community and commercial physical education programmes must be as well aware of the nature of the programmes offered and the benefit they will derive from participation in such programmes. Corporate management personnel will invest corporate resources, particularly money, to support these programmes if they know their benefits for the employees.

3.Some people may not have had an opportunity to participate in physical education programmes during their school years or perhaps they remember their PE classes as a time to perform exercises, march and play the same game over and over again. They may have memories of their lack of success in performing activities in the gym as they were not skilled enough and afraid to experience failure again. It is the task

of a physical educator to educate them. Everywhere physical educators must be actively involved in the promotion of their athletic programmes encouraging and recruiting new participants. They can make use of ready-made promotional materials to help people become aware of the basic values of physical education. There are a lot of projects to promote physical education in the USA. For example, the National Association for Sport and Physical Education (NASPE) has developed the Physical EducationPublicInformation(PEPI)project.Over600PEPIcoordinators throughout the country organize and interpret physical education in their geographical areas through radio, television, newspapers and other media. These coordinators are carefully selected on their PR skills. They as well educate the public about the contribution of physical education to the enhancement of the quality of life of people of all ages.

Comprehension and Speech Exercises

XIX. Reread paragraph 1. Which is the “key” sentence expressing the main idea of paragraph 1? Find the “key” sentence of paragraph 1.

XX. Reread paragraph 2. It is about the value of PE programmes for corporate clientele. Find and read aloud the sentences that prove the value.

XXI. Reread paragraph 3. What heading can you give to the paragraph? Which suits best in your opinion?

1.PE promotional projects in the USA.

2.PEPI and its role in educatingAmerican public.

3.Poor memories.

XXII. Speak on the role of PE teacher in promoting PE programmes.

Listening and Speaking

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

B. We are very interested in your promotional activities. We don’t have anything like this in Belarus.

A. Oh, physical educators actively promote PE programmes to their clientele and the public.

B. I wonder how do they do this? A. PEPI assists them.

B. PEPI? What is PEPI?

A. Itisthe“PhysicalEducationPublicInformation”–aprojectdeveloped by the NationalAssociation for Sport and Physical Education to assist physical educators in promoting their programmes.

B. What is PEPI actually doing?

A. PEPI develops special promotional materials to make the public aware of the basic benefits of physical education.

B. How do people get the materials?

A. There are about 600 PEPI coordinators throughout the country. They organize and interpret physical education through radio, TV, newspapers and other media.

B. I’d like to know more about it.

A. Here is my book “Foundations оf Physical Education and Sport”. You’ll find information about the specific strategies employed in the USA to promote lifespan involvement for people of all ages, abilities and economic backgrounds in physical education and fitness programmes. Take it, please. It’ll remind you of our meeting.

B. It’s very kind of you. Thank you.

Act out a similar dialogue. Discuss how physical education is promoted in our country.

II. Imagine that you have been appointed coordinator of the “National Physical Education and Sport Week”. Use the material of the Unit to describe your actions.

Writing

I. Develop and write down a detailed strategy for the “National Physical Education and Sport Week”.