Sport Marketing

2107 Words Jan 28th, 2002 9 Pages
Sport Marketing

The notion of "marketing myopia" 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 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 efficiency 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 scope than is required
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 But the sheer volume of available information is overwhelming and confusing.
 There's no time to search or master the process and find insightful answers, not mere data.

In a recent survey of NASCAR fans across the country race fans were asked to identify which, from a list of hypothetical sponsors, were completely inappropriate as a sponsor of a Winston Cup car. Ranking dead last, below the sins of "Condoms", "Penthouse Magazine", "Absolut Vodka", and "Mitsubishi televisions" was "Politicians" with as much as 83% ranking them as completely inappropriate NASCAR sponsors.
Not to say that NASCAR fans are not supportive of their sponsors. To the contrary, according to Jed Pearsall, President of Performance Research, "NASCAR fans provide one of the highest levels of brand loyalty and sponsorship support of any one of the hundred or so sports and special events we've tested". In this study, where over 1,000 nationwide, random NASCAR fans were interviewed, over one-half (57%) indicated that they had a higher trust in products offered by NASCAR sponsors. In comparison, only 16% of the general public holds a "Higher" trust in Olympic sponsors and only 5% have a "Higher" trust in sponsors of World Cup Soccer.
In addition, nearly three-fourths of the NASCAR audience (71%) reported that they "Almost always" or "Frequently" choose a product involved in NASCAR over one that is not, simply because of the sponsorship. In comparison, only 52% of

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