Marketing environment -part 2

Question 1

What 3 types of organisational categories fall into the sports sector?

Answer 1

. Private sector
.Public Sector
. Third sector e.g. not-for-profit, volunteers

Question 2

What is the resource-based view of environmental analysis?

Answer 2

. Performance is driven through organisational resources and capabilities
. Normally measure performance as a sustainable competitive advantage
. Larger firms normally out-perform smaller competitors in their markets

Question 3

What is the industry-based view of environmental analysis?

Answer 3

Looking for sustainable competitive advantage outside the firms perspective and control e.g. Porter’s 5 forces

Question 4

What is both a resource-based and industry-based environmental analysis?

Answer 4

SWOT analysis

Question 5

What is the primary concern of for-profit organisations?

Answer 5

Primary marketing concern is to develop goods and services that will be sold to customers to generate revenue

Question 6

What types of revenue will for-profit sport organisations look to generate?

Answer 6

. Customer revenue
 . Government funding
 . Float shares
 . Sponsorship contracts
 . Broadcasting revenue

Question 7

What types of non-profit organisations are there?

Answer 7

. Charities
 . Schools/universities
 . Non-government organisations
 . Hospitals
 . Sports clubs
. Governing bodies
Can be donative or commercial e.g. FIFA

Question 8

What is the objective of not-for-profit organisations?

Answer 8

. The objective is to not turn a profit, but rather, yield performance benefits that contribute to their “cause”.
. Some may make a profit in order to survive year on year but may use profits as saving for future reinvestment e.g. FA

Question 9

Explain the environmental issues for not-for-profit and for-profit sports organisations?

Answer 9

Different aspects of the PESTLE analysis will affect a sport firm differently depending on aims.

e. g. for-profit may be more influenced by econ factors
e. g. non-profit may be more affected by social, political and environmental factors

Question 10

Explain the research differences of for-profit and not-for-profit organisations

Answer 10

. Differ in terms of budget so scale-primary/secondary, continuous or

Question 11

Explain differences in segmentation, targeting and positioning between for profit and not for profit

Answer 11

add in

Question 12

Explain the importance of branding for-profit and not-for-profit organisations

Answer 12

Crucial for both.

. Increasingly important for non-profit in order to achieve aims and gain exposure and support e.g. IOC, Park Run

Question 13

What is morality and ethics?

Answer 13

Morality:
Concerns the beliefs, values and norms embedded in particular social contexts that define right and wrong for an individual and/or a community.

Ethics:
Concerns the study of morality and the application of reason to clarify specific rules and principles that determine right and wrong.

Question 14

What is marketing ethics?

Answer 14

The moral principles and values that guide behaviour within the field of marketing and cover issues such as product safety, truthfulness in marketing communications, honesty in relationships, etc.

Question 15

Explain product ethical concerns

Answer 15

Product safety e.g. fake product of games through match-fixing is bad marketing

Question 16

Explain promotional ethical concerns

Answer 16

Can be exaggerated claims or concealed facts e.g. unhealthy food sold at 2016 Olympics due to conflict between IOC aims and promotion and needs of corporate sponsors McDonalds-poor marketing

Question 17

Explain place ethical concerns

Answer 17

Location of sporting events e.g. Qatar awarded world cup-issues with human rights

Question 18

Explain people ethical issues

Answer 18

Sam Allardyce fired as risked making FA look bad in public eye

Question 19

Explain physical evidence ethical issues

Answer 19

Sport products have high recall cases for not being what the customer expected them to be

Question 20

Explain processes ethical issues

Answer 20

Legal processes doesn’t make it ethical-e.g. Nike has manufacturing plants in low worker rights locations but led to negative image

Question 21

Explain societal concerns that sports marketers must take into account

Answer 21

Marketing must take into account issues from society to create positive brand- e.g. PL promoting no to racism on advertisement boards

Question 22

Explain the environmental concerns that sports marketers must take into account

Answer 22

Desire o satisfy customers wants and needs may conflict with the interests of the environment-frims should try to mitigate this e.g. Forest Green rovers vegan canteen and stadium

Question 23

Explain political ethical concerns that sports marketers must take into account

Answer 23

Sport firms have to implement political legislation e.g. disabled section in stadiums

Question 24

What is the societal marketing concept?

Answer 24

Interface and trade-off between Societal aims, company profits and consumer satisfaction

Question 25

What are the benefits of being ethically friendly?

Answer 25

. Enhanced brand/corporate image and reputation
. Provides marketing opportunities
. Can reduce operating costs
. Ability to attract and retain employees
. Form of risk management
. Improves access to capital (e.g., finance)

Question 26

What are the costs of being ethical?

Answer 26

. Time-based costs
. Monetary costs- CSR activities in USA cost $3billion
. Reputational costs
.Social costs
. Consumer cynicism-green washing?

Question 27

What is social marketing?

Answer 27

Aim of changing individual behaviour for the benefit of society e.g. Show Racism the Red Card or Building Bridges