Midterm 1 Flashcards

1
Q

who was the commissioner of the NHL in 1995

A

Gary Bettman

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2
Q

what were the key goals of the NHL’s marketing strategy in 1995

A

to grow the fan base, increase exposure, and create value for marketing partners, owners, and players

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3
Q

What significant achievement did the NHL secure in the 1994-95 season?

A

A network television contract in the United States for the first time in over 20 years.

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4
Q

What is the “Pyramid model” in NHL marketing?

A

A grassroots approach focusing on street hockey, roller hockey, and in-line skating to attract a broader fan base.

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5
Q

How did the NHL aim to promote its players in the mid-1990s?

A

By featuring them in non-traditional PR campaigns, such as photo spreads in lifestyle magazines like GQ and Vogue.

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6
Q

What unique marketing approach was used by the Florida Panthers and the Mighty Ducks?

A

Positioning hockey games as family entertainment experiences.

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7
Q

What was the target demographic for NHL marketing in 1995?

A

Primary: 18-34-year-olds. Secondary: 6-17-year-olds.

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8
Q

Name one grassroots marketing program developed by the NHL.

A

NHL Breakout, a traveling off-ice hockey tournament and festival.

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9
Q

Which corporations were significant sponsors for the NHL in 1995?

A

Nike, Coca-Cola, and Anheuser-Busch.

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10
Q

How did the 1994 NHL playoffs contribute to the league’s popularity?

A

They were highly exciting, with memorable moments like the New York Rangers breaking their 54-year Stanley Cup drought.

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11
Q

What was the primary marketing goal of the NHL in 1995?

A

To grow the fan base and create value for marketing partners, owners, and players.

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12
Q

How did the NHL leverage television to increase its exposure in the U.S.?

A

By securing a network television contract with FOX Sports and an extended deal with ESPN.

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13
Q

What was the strategy behind the marketing efforts of new NHL teams like the Mighty Ducks and Florida Panthers?

A

Positioning hockey as a family entertainment experience rather than just a sport.

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14
Q

What role did corporate sponsorships play in the NHL’s marketing strategy?

A

Sponsors like Nike and Coca-Cola invested heavily in hockey-themed advertising and grassroots initiatives.

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15
Q

What unique promotion involved NHL players to enhance the league’s public image?

A

Featuring players in non-traditional PR campaigns, such as photo spreads in lifestyle magazines.

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16
Q

What was the “Pyramid model” proposed by Rick Dudley for NHL marketing?

A

A strategy focusing on street hockey and in-line skating to develop interest in hockey.

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17
Q

How did the NHL address the challenge of low television ratings compared to other major leagues?

A

By increasing player visibility, enhancing broadcast quality, and targeting younger audiences.

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18
Q

What was the impact of the 1994 playoffs on the NHL’s marketing success?

A

The exciting playoffs increased hockey’s visibility and led to lucrative sponsorship deals.

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19
Q

What new revenue streams did NHL teams explore to offset rising player salaries?

A

Luxury seating in arenas, enhanced merchandising, and corporate sponsorships.

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20
Q

Why was the San Jose Sharks’ marketing considered innovative?

A

Their popular logo and strong branding efforts made them a top merchandise seller in the NHL.

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21
Q

What was the significance of the NHL’s partnership with FOX Sports?

A

It provided national television exposure for NHL games, increasing accessibility to U.S. audiences.

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22
Q

How did the NHL adapt its marketing strategy to address regional disparities in hockey’s popularity?

A

By promoting hockey as an entertainment experience in non-traditional markets and launching grassroots programs.

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23
Q

What was the purpose of the Nike/NHL Street program?

A

To provide equipment and organize street hockey leagues for youth through community organizations.

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24
Q

How did the NHL utilize its corporate partnerships to fund grassroots programs?

A

Sponsors like Coca-Cola, Nike, and Campbell’s funded initiatives such as the NHL Breakout and Nike/NHL Street programs.

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25
Q

What challenge did the NHL face in growing its fan base through television?

A

Low ratings compared to other major leagues, with a need to increase awareness and viewership among younger demographics.

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26
Q

What marketing strategy did the Florida Panthers use to attract fans?

A

They promoted their arena as a social destination, offering entertainment beyond the hockey game.

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27
Q

How did the NHL address player salary disputes during the 1994-95 season?

A

By implementing a collective bargaining agreement with measures like salary caps for first-round draft picks.

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28
Q

What was the NHL’s response to the labor dispute and shortened 1994-95 season?

A

They launched a $10 million marketing campaign to regain fan interest and ensure sponsor retention.

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29
Q

What demographic trend did the NHL notice about its players?

A

About 60% of players were Canadians from small towns, with a significant number being young and shy.

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30
Q

Why was the Mighty Ducks’ merchandising strategy a success?

A

Their logo and branding became highly popular, making them one of the top-selling teams for merchandise.

31
Q

What was one benefit of the NHL’s partnership with Anheuser-Busch?

A

Bud Ice became the official beer sponsor, funding NHL-specific advertisements and on-site promotions.

32
Q

How did the NHL attempt to enhance television production to attract viewers?

A

Innovations like goal-cams and improved telecast production made broadcasts more engaging and accessible.

33
Q

What financial challenges did small-market teams like the Calgary Flames face?

A

Rising player salaries and limited revenue from ticket sales and sponsorships strained profitability.

34
Q

What was the NHL’s long-term vision for its marketing efforts?

A

To grow hockey’s fan base across all demographics while balancing media exposure and grassroots development.

35
Q

What role did “non-traditional” markets play in the NHL’s expansion strategy?

A

Markets like Anaheim and Florida helped attract families and casual fans with a focus on entertainment.

36
Q

How did the NHL’s partnership with FOX Sports differ from previous deals?

A

It was the first long-term, network-wide deal in over 20 years, providing national coverage for key games.

37
Q

Why was the 1994 playoffs pivotal for the NHL’s image?

A

Exciting games and high-profile moments, like the Rangers’ Stanley Cup win, drew national attention and boosted hockey’s reputation.

38
Q

How did NHL executives view their players’ public image as a marketing asset?

A

They emphasized the relatability and “boy-next-door” appeal of hockey players to connect with middle America.

39
Q

What are Biopure’s two main products?

A

Oxyglobin (veterinary blood substitute) and Hemopure (human blood substitute).

40
Q

What is the key difference between Oxyglobin and Hemopure?

A

Hemopure undergoes an additional step to remove small hemoglobin clusters, making it suitable for humans.

41
Q

Why is Oxyglobin significant for Biopure?

A

It is the first FDA-approved blood substitute, creating immediate revenue and market experience.

42
Q

What is the main concern about launching Oxyglobin before Hemopure?

A

It might set a low price expectation for Hemopure, reducing its perceived value.

43
Q

What is Andy Wright’s argument for launching Oxyglobin immediately?

A

To generate revenue, gain market experience, and demonstrate success before an IPO.

44
Q

What pricing dilemma does Biopure face with Oxyglobin?

A

Whether to price it affordably ($80-$100/unit) for broad adoption or at a premium ($200/unit) to reflect its advantages.

45
Q

What are the two primary veterinary market segments Biopure is targeting?

A

Primary care practices and emergency/specialty care practices.

46
Q

How does Oxyglobin solve major veterinary blood transfusion challenges?

A

It eliminates the need for donor animals, cross-matching, and refrigeration, offering a shelf life of two years.

47
Q

What survey findings influence Oxyglobin pricing?

A

Veterinarians and pet owners report higher willingness to trial the product at lower price points.

48
Q

What are the key benefits of Hemopure and Oxyglobin compared to donated blood?

A

Universality, no risk of disease transmission, longer shelf life, and immediate oxygen-carrying efficiency.

49
Q

What challenges exist in the human blood market that Hemopure addresses?

A

Short shelf life, need for exact typing, limited supply, and risk of contamination.

50
Q

How much did Biopure spend developing Oxyglobin and Hemopure?

A

Over $200 million.

51
Q

How does Biopure’s production cost compare between Oxyglobin and Hemopure?

A

Hemopure production is slower and less efficient due to additional purification steps.

52
Q

Who are Biopure’s primary competitors in the human blood substitute market?

A

Baxter International (HemAssist) and Northfield Laboratories (PolyHeme).

53
Q

How does Biopure’s bovine-sourced hemoglobin provide a competitive advantage?

A

It avoids reliance on human blood supplies and offers room-temperature storage.

54
Q

What phase is Hemopure in as of 1998?

A

Phase 3 clinical trials.

55
Q

What unique marketing channels are available for Oxyglobin?

A

Veterinary trade publications, trade shows, and a network of independent distributors.

56
Q

What is the role of veterinarians as “gatekeepers” in the Oxyglobin market?

A

They recommend treatments based on cost-effectiveness and client affordability.

57
Q

What potential benefit does the early launch of Oxyglobin offer for Biopure’s IPO?

A

Demonstrating revenue from a proven product can make Biopure more attractive to investors.

58
Q

How can Biopure use Oxyglobin to prepare for Hemopure’s launch?

A

By learning market entry strategies and refining operational processes.

59
Q

Why are pet owners a critical consideration in the marketing strategy for Oxyglobin?

A

90% of pet owners want to know all treatment options for their pets, indicating a need for education and awareness.

60
Q

What percentage of veterinary practices reported dissatisfaction with existing blood transfusion options?

61
Q

Why is Oxyglobin a valuable product for emergency veterinary care?

A

It provides immediate, universal compatibility without the need for blood typing or donor animals.

62
Q

What is the average price charged by emergency veterinary clinics for a blood transfusion using donor blood?

A

$130 to $170 per unit.

63
Q

What is the expected veterinarian price sensitivity to Oxyglobin based on the survey?

A

Most veterinarians prefer prices of $100 or below for noncritical cases and $150 or below for critical cases.

64
Q

What pricing strategy could maximize Oxyglobin’s adoption among veterinarians?

A

A lower price point (e.g., $100/unit) to encourage trials and demonstrate product value.

65
Q

How might Biopure choose between direct sales and distributors for Oxyglobin?

A

Direct sales provide better control and education, while distributors offer broader reach but less product focus.

66
Q

What are Baxter’s and Northfield’s disadvantages compared to Biopure?

A

Their blood substitutes require refrigeration, while Biopure’s products are shelf-stable at room temperature.

67
Q

How does Biopure’s raw material cost for bovine blood compare to Baxter’s cost for outdated human blood?

A

Biopure’s bovine blood costs $1.50 per unit, significantly lower than Baxter’s $8-$26 per unit.

68
Q

What are the main limitations of hemoglobin-based blood substitutes like Oxyglobin and Hemopure?

A

Short half-life (2-7 days) and higher toxicity levels compared to human blood.

69
Q

Why might human blood substitutes like Hemopure face adoption challenges?

A

The widespread acceptance and safety of donated blood create resistance to substitutes.

70
Q

What unique benefit do Biopure’s blood substitutes offer for critical care situations?

A

Smaller hemoglobin molecules can flow to areas blocked to red blood cells, potentially aiding strokes and heart attacks.

71
Q

What operational limitation exists in Biopure’s production facility?

A

The facility can produce either Oxyglobin or Hemopure, but not both simultaneously.

72
Q

What innovative benefit does Oxyglobin offer veterinarians?

A

A two-year shelf life at room temperature, reducing the logistical challenges of storing donor blood.

73
Q

What trade-off does Biopure face by delaying Oxyglobin’s launch?

A

Losing immediate revenue and market experience in favor of protecting Hemopure’s pricing strategy.

74
Q

How does the potential aging U.S. population impact the demand for Hemopure?

A

The increase in patients over 65 is expected to raise demand for acute blood loss treatments.