Kathryn MacGovern
Mr. Kilpatrick
S & E Marketing
3 April 2011
Chapter 4 Assignments
4.1 Assignment
Pg 87 Intermission
Many more people are watching sports now because people like to follow their favorite
athletes. Businesses have caught on to the fact that people love to watch sports. Sporting events
are the most watched entertainment on TV. Advertisers spend billions on creating commercials
that will appeal to their audience.
Pg 90 Intermission
Companies have the products to sell; they want consumers to buy the products. The
media markets and promotes the products. For example, the nightly news had a story about a
new drug that will cure headaches. Stores in cities sell the products. Consumers buy and use the
products that the businesses create.
Pg 91 Encore
1. B
2. A
3. Women’s sports and men’s sports are considered equal out Unionville High School, but
more people watch the boy’s sports. Although the school equally funds girl’s and boy’s
sports, marketing would help raise the attendance at women’s sports.
4. Although my family lives in Pennsylvania, my dad still loves the Washington Redskins
because he grew up in Washington D.C. Despite other work or family plans, my dad
always watches the Redskins games. The president of my dad’s company is a hard core
golf fanatic. He plans company meetings, conferences, and seminars around golf
tournaments.
4.2 Assignment
Pg 94 Intermission
Companies who sponsor athletes and teams hope to receive a profit from their
investment. When swimmers see that Michael Phelps wears Speedo ( a company that sponsors
him) they want to compete as fast as Phelps. Consequently, they will buy Speedo gear in the
hopes that it will make them faster. Sponsors love when consumers think this way because this
means they will make a profit. “Niche marketing involves researching a target market to
determine the specific items or services a small group of people will buy.”
Pg 96 Intermission
When a tobacco company sponsors an athlete, fans think that it is “cool” to smoke.
Tobacco companies breed thousands of smokers who damage their heath by sponsoring athletes.
Pg 97 Encore
1. D
2. D
3. Option for sponsorship packages:
a. Option 1: We will pay 400 dollars for to finance the team, but in return our logo
must appear on the back of all of the track jackets.
b. Option 2: We will pay for all of the team’s uniforms, but in return our logo must
appear on signs surrounding the track.
c. Option 3: We will give the team 200 dollars, but in return an advertisement for
our company must appear in every track program for the season.
4. One could advertise a sale on oil changes or tires because racing fans are probably
concerned about their cars. One could also advertise chips and beer, typical food and
beverages for the age group. The auto race park also would be an appropriate place to
advertise a new nightclub because 25-30 years olds are likely to be the market for a club.
4.3 Assignment
Pg 100 Intermission
Promotion is publicizing or advertising a product, service, or event without actually
selling it. Promotion is just information about a product. Advertisements and targeting new
markets both increase sales.
Pg 101 Intermission
The elements of a promotional plan are personal selling, advertising, publicity, and sales
promotion.
Pg 102 Encore
1. A
2. D
3. Comcast Sports Net sponsored the Phillies 2011 program; therefore their name appeared
on the program. Comcast is trying to appeal to fans. They hope that fans will choose
Comcast to view the games at home. The same type of situation happens with other
teams and sports besides the Phillies.
4. At college night, lots of representatives from schools to publicize and advertize their
schools. One approached me from Ursinus School. He engaged in a face-to-face
advertising strategy. He gave me a few flyers and handouts about the school’s
demographics and figures. He also told me reasons why Ursinus is a superior school.
The one-on-one experience was very personal, but I was not extremely impressed. It
would have helped to have better visuals, such as a PowerPoint presentation.
4.4 Assignment
Pg 104 Intermission
Some celebrity endorsements include:

Regis and Kelly—TD Bank

Marcia Cross—Motts Applesauce

Drew Barrymore—Covergirl Cosmetics

Michelle Wie—Sony

Tiger Woods—Gatorade

Michael Jordan—Nike

Maria Sharapova—Cannon
Pg 106 Intermission
The pros of a celebrity endorsement are that all of the fans will gravitate towards the
product. They see that a particular player wears certain gear and hope to perform as well as
that athlete; therefore, they will buy the endorsed product. The negative aspect of celebrity
endorsement is if the endorsed athlete performs poorly or gets into trouble, the product sales
were suffer.
Pg 107 Encore
1. D
2. C
3. I would ask Shaun White to endorse my new Extreme Winter Sports Shop. I would
also ask Lindsey Vonn to endorse the shop. Both athletes are very popular winter
sports teams and have a huge following, which would positively reflect on my store.
The negatives of this decision are that if either athlete gets into trouble, my store will
suffer. Also, in 2007 White got into a bit of trouble, which could affect sales.
Another negative could be competition between brands. In Vonn endorses North
Face, she can not be seen in a Columbia jacket, even if my store sells both brands.