sport marketing :: essays research papers

                    Sport MarketingThe nonion of " selling nearsightedness" has haunted marketers since Theodore Levitt published his famous article "Marketing myopia" in Harvard Business Review in 1960. Levitt argues that companies which narrowly focus on the product to the detriment of customer requirements (i.e., dispensing with the merchandising concept) suffer from merchandising myopia. oblivioussightedness or shortsightedness is often apparent within organizations. Several types of marketing myopia can be identified including classic myopia, competitive myopia and efficiency myopia. Companies displaying one of these three elements are clearly distinguishable from mod firms which embrace the marketing concept in practice and which have a much broader scope than is required for a single business sector. In order to overcome myopia and become innovative, the following is recommen ded & angstrom61623 Companies should generate a generic view of themselves and of the industry in which they operate & ampere61623 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 search unique solutions.The biggest reason for market myopia is the lack 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 horizon process was developed in a good fashion.     All of marketing whether it is in haves or out of blows all revolves around the same grassroots rules 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 according to these prin ciples because it does not matter how much you know but kinda in a service business such as sport it most important to be able to interact with the consumers. A owing(p) example of a lack of interaction is here at Merrimack College. Our sport programs do not get enough marketing coverage two 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 variance one hockey program. A great example of this lack of discourse was the fact that when the hockey team was playing against then 1 Maine, the campus was not informed of this huge game.