 |
| Assignment
#1 Chapter 1
Concept Application
|
 |
1. In spite of the fact that Dave, Megan and Chris work
in the field of sport management, their work is still quite
different and they are specialized on different areas of sport
management. At any rate, it is possible to speak about the
difference in their professional experience in the field of
sport management. On the other hand, it does not necessarily
mean that their work and experience are absolutely different.
In this respect, Dave and Megan have similar experience since
they are mainly focused on the work with customers and, what
is more, they closely interact with customers since Dave sales
sporting goods, while Megan focuses on the work in ticket
office that inevitably involves the work with customers to
whom tickets actually have to be sold and delivered if necessary.
As for Chris, his interaction with customers is a bit different
since he specializes on the event-planning. However, it does
not mean that he can ignore interests and needs of customers.
In stark contrast, similarly to Dave and Megan, Chris have
to take into consideration the current needs of customers
in order to organize events which can attract a large number
of customers. Otherwise, his work would ineffective. The same
may be said about Dave and Megan who should attract customers
to sporting goods and to the sport team and events respectively.
Naturally, there are certain differences in the specialization
which are determined by the specificity of work of Dave, Megan
and Chris. For instance, Dave should focus on sporting products
that means that he should promote specific products, while
Megan should promote the team which matches the public is
supposed to attend. To put it more precisely, it is brand
of Chicago Bears Megan is supposed to promote and use to attract
the public and sell tickets. At this point, Megan’s
work is in a way similar to that of Chris since Megan concentrates
on sales of tickets to make the audience attend matches of
Chicago Bears, while Chris should attract the audience to
specific events he is planning or he is involved in.
2. Today, human resources are of the utmost importance and
Dave, Megan and Chris should coordinate the performance of
human resources involved in sport selling. To put it more
precisely, Dave should provide the research of the existing
needs and preferences of customers in regard to sporting goods.
Obviously, such a research needs the employment of specialists
who could conduct a marketing research and define the target
customer group and products the company can sell. Furthermore,
to sell products effectively, Dave needs to promote the products
to customers and convince the public that the products are
worth buying. Therefore, the promotional campaign should be
conducted that may need the involvement of PR specialists,
and advertising professionals. Finally, he needs to consult
customers to sell products they need since customers need
to make conscious choices of products.
As for Megan, she has to closely interact not only with the
personnel of the ticket office, but she also needs to be aware
of what customers actually get when they buy tickets. In other
words, Megan should get all the information about sport events
customers can attend after buying the ticket. Such interaction
implies the effective cooperation between human resources
involved in the organization of sport events, namely matches
of Chicago Bears and Megan and other people involved in sales
of tickets.
Chris also needs to develop effective cooperation with the
personnel involved in the organization and promotion of sport
events. To put it more precisely, in order to plan a sport
event, Chris needs to have the clear information on the financial
resources he can count for to organize the event. At the same
time, he also needs to develop and implement an effective
promotional campaign to attract the attention of the public
to the sport event planned by Chris and his colleagues. In
addition, similarly to Dave, Chris needs the marketing research
in order to assess possible revenues from the sport event
planned.
In such a way, it is obvious that the effective work of Dave,
Megan and Chris is possible on the condition of the effective
use of human resources and cooperation of all professionals
involved not only in sales management, but also in the management
and public relations at large.
3. The use of effective technologies may define the success
of the work of Dave, Megan and Chris. In actuality, it is
important to underline that Dave, Megan and Chris need to
use new telecommunication technologies, Internet, software,
etc. in order to achieve possibly better results. In this
respect, Dave and Chris can use telecommunications and special
software to conduct a profound analysis of the current marketing
situation in order to assess the existing possibilities for
sales and the buying power. Along with the collection of data
related to the current marketing situation, the existing information
technologies and software provide possibilities for the statistical
analysis of data collected on the basis of which it is possible
to make clear conclusions concerning the development and implementation
of effective methods and strategies to sale products or develop
sport events.
At this point, Megan probably does not need the use of complicated
technologies and software. Instead, her major goal is to sell
and deliver tickets to customers. Consequently, she needs
to provide the process of selling and delivery with the maximum
convenience for customers. In such a context, it is worth
mentioning the fact that the use of Internet is very popular
among customers buying tickets. Hence, Megan should be able
to promote and sell tickets via Internet and using other telecommunication
technologies.
4. Today, sport industry is rapidly growing because people
are growing more and more concerned with their health. In
such a situation, Internet proves to be an effective tool
to promote and sell sporting goods. In fact, Internet provides
large opportunities for sales of sporting goods online because
it eliminates physical barriers between companies and customers.
In other words, Internet has considerable advantages compared
to conventional sporting goods stores that contributes to
the fast growth of sporting goods sales online.
However, it is necessary to underline the fact that the fast
penetration of sporting goods sales in Internet is determined
objective marketing factors. To put it more precisely, the
growing demand for sporting goods stimulates companies to
increase production and sales of sporting goods. At the same
time, the use of Internet is convenient for customers. This
is why customers tend to buy sporting goods online. Naturally,
producers of sporting goods and distributors cannot ignore
Internet and increase online sales. In such a situation, it
is quite natural that sporting goods sales via Internet are
booming and offers of sport-related products and services
increases steadily.
Nevertheless, the role of conventional sporting goods stores
and sporting goods industry should not be underestimated,
since they maintain a highly competitive position in the market.
In addition, they have a high level of customer loyalty. On
the other hand, many conventional sporting goods stores tend
to use Internet to support conventional sales.
5. On analyzing the three sites, it should be said that basically
either side has its strengths as well as weaknesses. Nevertheless,
it is possible to estimate that the Chicago Bears website
seems to be the most balanced and effective among the three
sites discussed. In this respect, it is important to underline
the fact that the advantageous position of the Chicago Bears
website is determined by the large experience and popularity
of Chicago Bears and its effective IT management. At the same
time, the website does not only have a good structure, but
its popularity is also determined by the popularity of the
Chicago Bears’ brand. Furthermore, unlike other websites
discussed, the website of Chicago Bears is well-known for
people interested in sports. As a result, the website can
benefit from the popularity of the brand, which is amply supported
by the use of effective structure, navigation, and which is
user friendly. However, it is impossible to estimate that
other sites discussed are ineffective, but their quality is
lower compared to the website of Chicago Bears.
References:
Boat House. (2008). Retrieved September 7, 2008 from www.boathouse.com
Chicago Bears. (2008). Retrieved September 7, 2008 from www.chicagobears.com
East Bank Club. (2008). Retrieved September 7, 2008 from www.eastbankclub.com
|
|
