Being A Sponsor Of The Olympic Games Marketing Essay

Being A Sponsor Of The Olympic Games Marketing Essay Global marketing is defined by the Oxford University Press as marketing on a worldwide scale reconciling or taking commercial advantage of global operational differences, similarities and opportunities in order to meet global objectives. With globalization and advanced technology, global marketing becomes more important, and some activities are used as new global marketing tool such as worldwide sports events. The modern Olympic Game is held every four years since 1896 except in 1916, 1940 and 1944 because of the world wars. For now, the Olympic Games are considered to be the worlds most popular sports competition, with more than 200 nations participating, and so many companies use it as a global marketing tool. But does this tool work well? This essay will discuss the benefits and the drawbacks of using the Olympic Games as a global marketing communication tool and evaluate its effectiveness. Becoming a sponsor of the Olympic Games is one of the most common ways to use the Olympic as a global marketing tool. Being a sponsor is a big business, it always costs a company millions of dollars to acquire the marketing rights to use the events including its image and logo. The sponsor fee does not include the advertisement expense, meaning that companies need to spend more money to promote their brand or products. Indeed, visa alone was estimated to have spent $886 million on its official sponsorship of the 2008 Olympic Game (CNBC, 2008). With such a large amount of money, being a sponsor of the Olympic Games seems really risky. There are four main disadvantages that a company may face when they use the Olympic Games to promote their brands. Firstly, using the Olympic Game- a worldwide sports event can let more people know the brands or companies and find some potential customers, it also ignores the inconsistency in consumer needs. A customer in America will be different from a customer in South African. So a good global marketing activity should not just depend on the fame of the Olympic Game and use the same means of propaganda all over the world. It also needs different marketing strategy for different countries to address different consumer needs. Furthermore, the inconsistency in consumer needs is not the only factors different from one area to another and people in one country may also react differently as compared to a consumer in another country. To a company, customers are one of the most important elements, so the reactions from consumers influence a companies next move. The Olympic Games usually lasts about two weeks, and during this time, companies marketing activities are received by people all over the world. It is difficult to collect different reactions from different people and improve the next marketing method in time. In the end, marketing activities may be not attractive for some potential consumers which could lead to fall of the whole global marketing plan. Moreover, consumers loyalty is also one of the factors influencing global marketing achievement. When people get used to buying goods of one brand, it will be very difficult to change their choice. Using the Olympic Game let people know a brand is effective, but Japanese might like a product to have a traditional touch, whereas an American might like to add a retro modern look to it. In this case, the Olympic Game global marketing strategy is difficult to devise. In the end, the laws of the land have to be considered. Usually, original company policies may be devised according to the laws of home countries. But when it comes to the global scale, the overseas laws perhaps are conflicting in these policies. The sponsors spend tons of money to purchasers the right to use the Olympic Game logo and image, but if their advertisement could not published in some countries just because laws conflict, then all the effort will be in vain. So it is necessary for a company to know laws and rules abroad before they make the global marketing strategy. On the other hand, global marketing also brings benefits to companies. First and foremost, using the Olympic Games as global marketing tool can increase brand awareness. As the Olympic Game is a worldwide sports event involved more than 200 nations, almost every nation will purchase broadcast rights. So advertising at this moment can reach potential customers all over the world effectively, especially with the Olympic image and logo. Moreover, in an extreme case, the sponsor may get a chance for free advertising. In the 2008 Beijing Olympic Game, the last torchbearer- the athlete who lights the stadium flame was Li Ning who is a former gymnast who won six medals. In the last few minutes of the ceremony, Li Ning run into the stadium and lighted the flame as billions of people watched. For that 2 or 3 minutes millions of people who did not know this Li Ning brand before learned it (Pitt, 2010, p.282). Secondly, using the Olympic Game as a marketing tool to promote products and brands could also increase brand recognition. An example of this is the study carried out by John and Martin (2009, pp.126-127) in which compared brand recognition level between Nike (sponsor) and Adidas (non-sponsor) by collecting respondents of Australian adults from nine months before the 2000 Olympics to three months after it. The results show that at the beginning of the survey, 77% of Australian individuals recognized Nike, while only 47% of them knew Adidas. During the Games, the recognition level of Adidas suffered a drop from 67% to 56%, but Nikes recognition level as official Olympic sponsor was still over 70%. Thirdly, using the Olympic Game as a marketing tool becomes a unique experience. Global marketing is a multi-million dollar business but it is never only about money. Being a successful sponsor of the Olympic Game and gaining expected benefits is not easy. It includes setting appropriate marketing goal, making accurate marketing niche and using various marketing strategies. All the factors can be practiced during the marketing process. When the Olympic Games are over, sponsors can get feedback and try to improve their marketing policy to get more achievement in the next global marketing activity. For example, the Coca-Cola joined the Olympic Torch Relay. Since 1996 Coca-Cola has been a member of the Olympic Torch Relay and started to use it as on of the significant sponsor able constituents. In the next 5 Olympic Games, summer and winter, Coca-Cola learned from the successful previous Olympic Torch Relay programmes and improved its marketing strategies. As a result, Coca-Cola launche d its new marketing strategy. The company did not just use the offline platform to promote but by using both online and offline platform at the 2008 Beijing Olympics, to allow more customers in China to know the Olympic spirit and to be more loyal towards the Coca-Cola brand (Choi, 2008, pp.248-249). Finally, global marketing could lead to lower marketing costs and increase revenues. Worldwide sponsorship generated $866million for the 2006-2008 Torino/Beijing Olympic cycles. Eleven multinational sponsors paid an average of $72 million each. More remarkably, these numbers represent only the fees for sponsorship rights; sponsors still had to pay for the advertising itself (CNBC, 2008). According to this figure, the cost of using the Olympic Games to promote brand or product is really high, but is even higher if the company has to market a product differently in every country that it is selling. In addition with same input, the effect of Olympic marketing tends to be 2-4 times more than conventional marketing. GE illustrates this point clearly. GE is one of the Olympics Game sponsors. During the Games its company-wide sales revenues exceeded US$1.7 billion, includes NBC Universal, GEs subsidiary media company, more than US$1 billion in advertising revenue was made which generate a r ecord and make Beijing the most successful Games in GEs history (Hanssen, 2009, pp.126-127 ). This essay has discussed the benefits and drawbacks that using the Olympic Games as a global marketing tool can bring to a company. Indeed, there are some disadvantages about the inconsistency in consumer needs and reactions, but all the problems could be solved by tracing outcomes and improving marketing strategy after the marketing activity. However, the advantage of global marketing is widely agreed, otherwise companies would not spent large amounts of money on it. Overall, the benefits of the global marketing outweigh the drawbacks and it would be interesting to find what is the most important factor could influence the effects of global marketing. World count: 1,416

Education System of Britain

According to the research of Oversea Education Center (2000), is that â€Å"Education in the United Kingdom (UK) is compulsory for everyone between the ages of five to sixteen. † This mean that no one left behind in their system that everybody must be in school to learned and participate. I believed that the learning and participation of students would require equality in the school system. Does the school system can provide this equality to all students? I know that this problem has been existed on other countries.Is the system in Britain practices equality or inequality still persisting? This essay will explore on the educational system in contemporary Britain acting to decrease or increase social inequality highlighting current issues. Equality Impost Britain’s Government partnered with Sutton Trust funded by Peter Lampl tried to make the education system as equal as possible by making â€Å"new scheme aimed at giving talented children of all backgrounds access to q uality education†.They are pronouncing that all can access this mean more to the poor that will be given the chance to develop their talents and able to have an education they wanted. There are striking findings from domestic and international survey that the English education is improving. But while average standards in education in the UK are high, the traditional problem of inequality, and especially with the educational outcome and social class, remain very strong pointed out by David Miliband (2003). Inequality IncreasedThe problem starts young: as early as 22 months according to pioneering research of cognitive ability of very young children. At the age of two poor show advance but was overtaken at the age of 6 by the rich family and will maintain its advancement at the age 7-11. But more social differences can be seen in secondary level as Leon Feinstein (2003) demonstrated. On the other hand, University system practice inequality that affected most of the poor from rem ote areas that wanted to avail the opportunity that offered by millioner philanthropist and the Britain’s government program.John O'Leary, Education Editor (2000), reported that â€Å"Almost half the entrants are from independent schools and only one in 25 comes from the poor neighborhoods identified as sending fewest students to university. Barely one in ten is from a working class home. † The universities still practice elitism in their university depriving most of the poor students. Thinking that students coming from the independent school have more advantage since they have all the good facilities they need to learned to their full potential compared to the students coming from the public schools.The increased in Social inequality is more observed reported by John Clare, Education Editor (2000), he stated in his report that Eleven top universities accused of state bias, this was supported by the research gather â€Å"It estimated that every year 3,200 pupils from independent schools gained a place at a top university to which, statistically, they were not entitled. † There bases in accepting entry is on predicted grades rather than A-level grades. This apprehended the schools of sending pupils to avail the opportunity.The statistics that John Clare emphasized is a clear indication that social inequality is increasing in Britain’s educational system. Remarkable evidence which was also sparked by Gordon Brown condemning Oxford College in rejecting a teenager Laura Spence that elitism in Britain’s top universities are still practiced despite the campaign by Mr. Lampl giving opportunity for all and providing all the necessary materials needed by the students just to discover and develop their talent to the full potential.A writer Ben Russell (2000) wrote the description of Mr. Lampl as a â€Å"scandal† the current situation where children from poorer backgrounds accounted for 50 per cent of the school population but on ly 13 per cent of the entry to top universities. He further added that University inclined more on constructing building and research instead of finding youngster from inner cities and other deprived areas.In respond to the allegation that universities practice social inequality lots of school, the university answered as presented by Ben Russell â€Å"they say the students are not applying and they are not coming through. I suggest there's some truth to that but our universities has to become much more pro-active by going out and selling themselves to the schools. † This response of universities to the founder is not acceptable by some public schools who tried hard to let there students enters to the top 13 universities and avail the opportunities offered.Another finding that inequality is increasing in Contemporary Britain researched by Jeremy Lovell (2005) â€Å"The results show that social mobility in Britain is much lower than in other advanced countries and is declining ,† and it was suppported with Co-author Stephen Machin said â€Å"low income groups were trying to manage to keep pace with middle income, but the gap between middle and high was widening rapidly and those in the very top bracket were accelerating out of sight. † This issues is the result of inadsequate education policiy and globalization which was entrenching wealth inequalities acrross the world.The effect of this are fewer graduates from the poorer community landed on a good job in the market. (Lovell 2005). More evidence reveal by Julie Hyland(2004) â€Å"Britain: social inequalities widen under Blair government†. This is because of the government policy that imply from welfare reform through to privatizing key services. That was before abandoned by Institute for Public Policy Research (IPPR) (1994) which established a â€Å"Commission on Social justice† that sought to redefine measures of social inequality, that used to give justice to labor and leave d the traditional social reformist programmed.The factor to this issue is the polarization of â€Å"class and wealth† this giving more chance for the riches to make more shares and in facts doubled in 1999. (Hyland 2004). The IPPR demonstrate that social inequality means that â€Å"the UK education system continues to experience high levels of geographical segregation,† the reports states. â€Å"At any time since 1989 around a third of children living in poverty would have to move to schools in wealthier areas for there to be an even spread of poor children between schools.† The poor students tried hard to make them avail what the rich students have but the system has failing on looking this issues. The results can also be seen in the record obtain by deprived schools that lower records attaining in education compared to better-off areas. The writers further added (Hyland 2004), â€Å"Examining the period since the early 1980s as a whole confirms that a class b ias in entry and success within higher education remains and has even grown. † If more students from higher class can enter into universities and few from lower class there is no improvement in the educational system.The data prove that in â€Å"1981, 23 percent from high-income backgrounds obtained a university degree, and only six percent from lowest income and it increase by 37 percent in 1999. † If this will not give importance to changes in the educational system inequality would be double in the coming years. The worst evidence that the educational system in Britain’s social inequality is the case of Pamela Relf reported by Tania Kent (2000) that inequalities not only happening in the poor students striving to be successful but to a teacher itself.Pamela Relf was the longest serving teacher in the Middlefield primary in St. Neots, Cambridge shire. Only she failed to report on the first day of service in the new term felt very bad that she instead drove a ri ver near her house and end her life. She left a note telling that â€Å"I am finding the stress of my job too much. The pace of work and he long days are more than I can do. † Not only Pamela Relf but had another teacher hanged himself Daniel Overfield and a boy who is 12 years old. All the issues concerning the schools work performance and these terrible incidents have common social roots.Tania Kent described as the outcomes of two decades of attacks on public education by the former Conservative government, which have been continued and deepened under Labor Prime Minister Tony Blair. Since Labor took office in 1997, schools have had to confront the highest levels of state intervention ever experienced within the public education sector. The aims of prime Minister Tony Blair is to lift the standards by publishing the results in â€Å"league tables† that the pay also of a teacher was based on their performance that ties teachers’ salaries to pupils’ test exam results.The system was able to create stress both to students’ and teachers’ that resulted on tremendous death of the three victims that hardly cope up the challenge. The system is failing that castigation is focused on the part of the teachers. The stress given to teachers made the other teacher to leave their job. The researcher Tania Kent further exposed that Association of teachers and Lecturers (ATL) in the conference discussed a report warning of an increase in pupil suicides due to the pressures resulting from what the union termed â€Å"factory farming† teaching.It is very alarming that 35 children aged 14 and below committed suicide in Britain in1997. These are due to stress and pressure to pass the compulsory test. The issues making pressure both the teachers’ and students’ damage the emotional and mental capacity of each individual and these will result to a more poverty and of course increase inequality in educational system in Bri tain. Moreover we cannot blame that Black graduates do not want to become teachers within a racist education system.Deborah Gabriel (2006) an author on Black Britain acknowledge one of the lecturer Sonia Davis, said that a senior lecturer in education at De Montfort University and spokesperson for the African Forum for Education believes that recruiting more black teachers without making radical changes to the education system is pointless. † She further stress out to Black Britain that out of around 1000 trainee teachers in the first year of a teaching programmed, not one is black.The reason for the lack of interest, she asserts is: â€Å"A damaged system. Black teachers can see the trauma experienced by black pupils and many do not want to be in that situation. † All the weighted issues above would still be increasing and never stop if these were not given immediate actions. The damaged that have been done will increase; the action should be now we will not wait for a nother victim for this social inequality in Britain educational system. ConclusionThe above issues would if not be given consideration the educational system increases the social inequality and part of it is the difference between the ethnic groups in their social profiles and by their geographical concentration in inner-city areas with poor education provision. This subject of inequality was very much to the forefront of the debate on education. But there were high hopes that education would make for greater economic and social mobility and thus lead to reduction in inequalities.The continues support of the different agency especially the Sutton Trust that give opportunities to poor families and continues expansion of public-sector with the little cost to families has been entailed would greatly helps decrease the social inequalities in Britain’s educational system. References Clare, John 2000, â€Å"Eleven top Universities Accused of Sate Bias†, Viewed 8 January 2007 , . Gabriel, Deborah 2006, â€Å"Black graduates do not want to become teachers within a racist education system† Black Britain Online, viewed 8 January 2007, from . Hyland, Julie 2004, â€Å"Britain: Social Inequalities widen under Blair Government† viewed 8 January 2007, . Kent, Tania 2000, â€Å"Suicides reveal impact of government attacks on Britain's education system† viewed 8 January 2007, from . Leon Feinstein2003, ‘Inequality in the Early Cognitive Development of British Children in the 1970 Cohort’, Economica (Vol. 70, No. 1)Lovell, Jeremy 2005, â€Å"Social Inequality entrenched in Britain† Viewed 8 January 2007; . O'Leary, John 2000, â€Å"Elitism in Universities†, Viewed 8 January 2007, < http://www. psychology. nottingham. ac. uk/sutton/Reports. htm>. Oversea Education Center 2000, â€Å"British Education System†, Viewed 7 January 2007, . Russel, Ben 2000, â€Å"Universities Need more Cash to Widen Access†, V iewed 8 January 2007, from .

The Deal With Sony / Atv Music Publishing Deal - 1841 Words

â€Å"Since you are all songwriters for the band, a music publishing deal with Sony/ATV Music Publishing would be crucial,† stated Sonya, â€Å"we make sure that you, the songwriter/copyright holder, receives the money that you deserve. Now I know that you have a lot of music on the internet, but I just want to double-check that it is all properly copyrighted.† â€Å"Yes, we email ourselves every file and we are planning on going to the Copyright Office soon.† â€Å"That’s great to hear! Now let’s talk about your choices for deals. The first deal is a Songwriting Deal, this is intended for songwriter’s who are just starting out. You must record and/or release a certain number of songs in your term. You will also get an advance of royalties or a weekly stipend. The ownership will go to the publisher for all of the compositions that are delivered throughout your term because we will give you creative advice and also team you up with so me of our expert songwriters. There will also be a 50/50 split on your royalties for the lifetime of the song,† Sonya announced, â€Å"The next deal gives you a little bit more freedom as a songwriter. It is known as the Co-Publishing Deal. This also includes a term, delivery requirement and advances against royalties. The main difference between this deal and the previous one is the fact that the ownership is split. Since the songwriter would own the copyright, they will take some of the publisher’s share. So instead of the split being 50/50, it would beShow MoreRelatedCase Study : Sony Corporation Of America Essay831 Words   |  4 PagesFor this assignment, I chose to research  «SONY ». Sony is a multinational conglomerate. The main headquarters are located in Tokyo, Japan. Sony was founded in 1946. In 1953 SONY decided to change their focus from the domestic market and expand more to the international market. SONY’s original goal was to make up to 50% of their gross sales overseas. The have reached this goal in less than seven years. Sony Corporation of America (SONAM) was founded in 1960 in the United States. Products they offerRead MoreSample Resume : Record Companies1651 Words   |  7 Pagestheir career they may want to start thinking about becoming associated with a record label. A record label operates in many ways. They have a number of steps in which they operate: 1. create/ scout for bands or an artist 2. offer contracts 3. makes music for band/artist 4. promotion/marketing 5. finance a record 6. makes money To look for new bands or artists some record companies may be associated with artist and repertoire (A+R). A+R are responsible for talent scouting and overseeing the artistRead MoreThe History And Evolution Of Sony Pictures1682 Words   |  7 Pages The History and Evolution of Sony Pictures The motion picture industry has endowed us an ample amount of many years of history and excitement throughout America. Without films in today’s social and cultural society, how could we be perceptive to historical events, current situations, or future expectations? Sony Pictures have come a long way to be where they are now. To begin, Sony Pictures was founded in 1918 by two brothers by the name of Harry and Jack Cohn. Harry Cohn was born on the dayRead MoreMusic, Music And Art2244 Words   |  9 Pagesentertainment industry as movie, music and art in general. For the past few centuries it has evolved and developed to the completely new level, where to be as an artist is a significant job. Although, artists have never been on their own, they always had a person who has been â€Å"looking after† them, these days it is called manager or producer. According to the Kazi Uddin, there are only 3 recording major labels these days : Warner Music, Sony Music and Universal Musi c Group. Warner music controls 19% percent ofRead MoreMusic Improvements During The 1960s Essay978 Words   |  4 PagesMusic improvements in 1960s â€Å"Life is a progress, not a station,† said Ralph Waldo Emerson. Each decade, changes occur in almost all areas in life, and music is one of the fields that describes better that assessment. Since the 1960s, music has been going through a lot of changes in composition, arrangement, production, and distribution. However, some people are still thinking that music started getting worse since that time(Briggs). But, what if it was a positive change or a progress people hadRead MoreMusic Copyright : An Individual Or Group Of Musical Creators1530 Words   |  7 PagesMusic copyright is the right to exclusively reproduce original music or works of an individual or group of musical creators. This right is granted by the Australian Law. This gives the writer a legal control of his or her original work, meaning, the subject can dictate how it should be used and distributed. The music author therefore has the right to take legal action upon anyone who uses the work without permissio n. (Christie 2012 np) Copyright infringement on the other hand is violation of thisRead MoreComment on How Changes in Macro and Market Environment Forces Impact on the Level of Competition in an Industry.18606 Words   |  75 Pagesconvicted of ï ¬ xing the prices they charge clients. For many years America has been obsessed by bringing down price-ï ¬ xing cartels but the message is now spreading, with new measures against anti-competitive cartel behaviour such as bid rigging and deals to carve up market share being adopted from Sweden to South Korea. Since 2000, the European Commission has crusaded with renewed vigour against cartels including those in the vitamins, airline, cigarette, glass, carbonless paper, graphide electrodes

What Are Genetically Modified Organism ( Gmos ) - 3734 Words

What are GMOs and Why are they so controversial What are Genetically Modified Organism (GMOs)? A Genetically Modified Organism is any living that has had it’s genetics material altered through the use of genetic engineering. (Dictionary.com) This alteration usually involves taking one living thing’s genetic material, such as DNA, and inserting it into another organism. It is part of an ever growing field of science called genetic engineering. Most of the time that you hear about genetic engineering is in reference to the crops and vegetables that we find in our supermarkets. We hear a lot of conflicting sides about if we should eat GMOs and if they are healthy. Before we look at if GMOs are or are not healthy, it is important to understand†¦show more content†¦In truth, while this is possible, the most common source for DNA to make GMOs is simple bacteria. Scientists use Restriction Enzymes to cut out small parts of DNA from bacteria. Restriction enzymes have a unique shape and act like tiny scissors that cut DNA into small segments. These enzymes are na turally found in bacteria. They are the bacteria’s defense mechanism against viruses. If a virus gets into this bacteria, the enzymes cut up the DNA making the Virus harmless. (â€Å"How Are GMOs Made?†) Scientist have harvested many different types of restriction enzymes. Each type of restriction enzyme has a distinct shape and attaches to a specific part of DNA where it eventually makes the cut. Through the use of specific restriction enzymes, scientists can cut out the exact part of the bacteria’s DNA that they would like to use. Once they have a small snippet of DNA from a bacteria that is responsible for what they want to get, like size or taste, they have to get it into the organism. In order to accomplish this a vector is used. The vectors that are used are essentially viruses that have the ability to go into a living thing and insert their own DNA into them. There are other types of vectors besides viruses, but they are the most commonly used. Usually these kind of viruses are very harmful to their hosts, but scientists have removed the harmful part of the virus and instead of it inserted the desired DNA section that they