Football
축구
Football (soccer) is the most popular sport in Denmark, with over 313,000 players in more than 1600 clubs.[1] The national football team in Denmark have reached high and notable results, like qualifying for the European Championships six times in a row (1984-2004) and winning the UEFA Championship in 1992. Other significant achievements include winning the Confederations Cup i
1, Fan culture of idol singers
1) Overall fan culture of idol singer in Korea
Korean idol culture is shorter than Japanese idol culture. In Japan, idol singer existed in 1960s, so idol fandom and fan culture of idol are set in Japan. But in Korea, H.O.T. who is made by SM Entertainment in 1990s is representative idol singer. They had got a lot of popularity from teenagers and contributed g
1. 스포츠마케팅이란?
스포츠 마케팅에 대한 정의를 내리기 위해서 마케팅의 정의를 살펴보면, 마케팅이란 "고객과 조직의 목표를 충족시키기 위한 교환이 일어날 수 있도록 하기 위해 상품, 서비스 및 아이디어의 설계, 가격, 촉진 그리고 유통을 계획하는 과정이다(American Marketing Association 1985). 과거
LPGA’s financial structure is getting worse every year
Causes
world economic recession
reduction of LPGA’s sponsorship
the popularity of LPGA is steadily dropping
Causes
The performance of American golfers is not good
Original fans don’t want to increase Asian players
Product
Tour game tickets
Merchandize
4 major matches
British Open
U.S Women's Open
Nabisco Championship
What is Coca-Cola Company?
-multinational
-John Stith Pemberton
-franchised
-anchor bottler
-Atlanta, Georgia
1894 … A modest start for a bold idea
1899 … The first bottling agreement
1900-1909 … Rapid growth
1916 … Birth of the contour bottle
1920s … Bottling overtakes fountain sales
19
3. Situational analysis of Heineken
○ 4P Analysis
Product
Heineken is defined to be a product as a collection of physical, psychological and symbolic attributes that collectively yield satisfaction, or benefits, to a buyer or user. Taste and quality of Heineken never change wherever users enjoy in the world. Heineken which presents in all over the world has the same as the original beer
리버풀 FC
[Liverpool FC]
종목 : 축구
창단연도 : 1892년
연고지 : 영국 머지사이드주 리버풀
주요 경력 : 1989 ~ 1990시즌 1부리그 우승
2005년 UEFA 챔피언스리그 우승
2006년 FA컵 우승
통산 FA컵 7회 우승, UEFA 챔피언스리그 5회 우승
UEFA 슈퍼컵 3회, 잉글랜드 1부리그 18회 우
상대적인 개념
Ex) 시간적, 기술적면에서 흑백 TV는 라디오에 비해 뉴미디어지만 컬러 TV에 비하면 올드 미디어 임
소셜미디어란?
다수의 의견, 경험, 관점 등의 집단지능(Collective Knowledge)으로부터 정제되어 송출되는 매체.
소셜미디어(Social Media)는 그 자체가 일종의 유기체처럼 성장하기 때문에
삼성전자 홍보팀 장일형 전무는 "올림픽 관람객 중 75% 이상이 가장 인상적인 장소로 삼성홍보관을 꼽았고 50% 이상이 삼성홍보관을 직접 방문하는 등 이번 올림픽 마케팅은 성공적"이었다"고 평가했다.
* 성공요인
전략적인 사전 준비( 올림픽 스폰서십 프로그램 SWOT분석)
1) Strength
- 국내 경
New World Order
On May 19, 1996, as the numbers and rating were growing, WCW recruited two of the WWF's biggest superstars Scott Hall and Kevin Nash whose contracts had just been expired. Hall and Nash didn't show any intentions of leaving WWF beforehand and even gave their word to WWF that they'd stay. So nobody was expecting to see them on WCW's show.
So, instead of making a statement t