sport marketing :: essays research papers

                    Sport marketThe notion of "marketing myopia" has haunted marketers since Theodore Levitt published his famous article "Marketing shortsightedness" in Harvard Business Re opine in 1960. Levitt argues that companies which narrowly focus on the product to the detriment of customer requirements (i.e., dispensing with the marketing concept) suffer from marketing myopia. Myopia or shortsightedness is often apparent within organizations. Several types of marketing myopia can be identified including classic myopia, competitive myopia and force myopia. Companies displaying one of these three elements are clearly distinguishable from innovative firms which embrace the marketing concept in practice and which have a much broader ground than is required for a single business sector. In order to overcome myopia and become innovative, the following is recommended &61623 Compan ies should hold a generic view of themselves and of the industry in which they operate &61623 Companies should also take the crucial step to monitor other industries &61623 Benchmarking should be conducted &61623 Marketing staff should be recruited but not necessarily from the same sector &61623 Companies should be flexible and seek unique solutions.The biggest reason for market myopia is the neediness of research or the inefficiency of that research. Almost all of the myopia could be avoided if research and the researchers were trained and the thought process was developed in a good fashion.      completely of marketing whether it is in sports or out of sports all revolves around the same basic principles the four Ps. In all of marketing the Ps are Product, Price, Place and Promotion, however in sport there is an added principle and that is Public relations. Even the best marketers can come up short consort to these principles because it does not m atter how much you know but rather in a service business such as sport it most distinguished to be able to interact with the consumers. A great employment of a lack of interaction is here at Merrimack College. Our sport programs do not stick by enough marketing coverage both on and off campus. Our Sports Information Director does not place flyers in the student union and also he does not advertise on the college television channel. Here at Merrimack, they lack the Promotion aspect of their sports, which includes our division one hockey program. A great example of this lack of communication was the fact that when the hockey team was playing against then 1 Maine, the campus was not informed of this huge game.