Professional Documents
Culture Documents
Paradox, Case Study: McDonald’s Face, But What About the Factory?
creative with your answer and explain using a big picture approach.
Relate these ideas back to your chosen profession. 400+ words*** List
the chapters you are discussing in bullet points at the end of each
question.
people make remarkable things anymore. It could be that people often have the
fear that if they do not make something remarkable then it must be poorly done,
or just bad. They think if it is not remarkable it must be the opposite of it. People
fear that if it is just very good it can be confused with “virus-worthy”. The author
gives an example about flying on a plane, if you make it to your destination that is
supposed to happen. It is not remarkable to just make it, so you want talk about it.
However, if you make it an hour early, or have a horrible experience you will
consider that a remarkable experience, and therefore you will talk about it to
people. (135)
The Pearl in the Bottle- The purpose of this chapter is prove how remarkable
having a pearl that had nothing to do with the shampoo, and making the shampoo
move slowly at toward the TV, Prell was able to catch the attention of the
audience and sell their product. The author also shares how it is not just
advertising that catches the consumer’s eyes, but the packaging too. That is what
Dr. Bonner’s shampoo did. They used a unique packaging technique to make their
Parody Paradox- The purpose of this chapter to talk about uniqueness, and how
being unique can set you apart from others, and make others want to use what you
have. If someone makes a remarkable calendar, and someone thinks they can
make a parody of it and be successful too, that means the original was remarkable
enough for someone to copy the idea, and put their own twist on it. The author
does point out however that companies are afraid of being made fun of and this
result causes them to stay clear of this path. Which results in them making boring
Case Study: McDonalds France- This purpose of this article is to show the
strategy of telling the truth about your product even if it is not a good truth. Like
how a McDonalds in France told its consumers that they should not eat their food
more than once a week. The author dives into a little about the difference between
France and America and how they talk to their customers, but points out by that
companies think changing their marketing is the answer. When things are not
selling the way, they use to be companies think marketing is the crisis. He points
out how your coworkers would likely resist the options form this book, because
they do not have time to come up with remarkable things. They need to find
2. Pick only one chapter. A. Describe one new idea, fact or theory that you
situation that you could use in the future. Use the term of your future
describe how this topic may apply to a profession. List the chapter you
are discussing in bullet points at the end of each question. 300+ words.
The chapter The Pearl in the Bottle was an interesting chapter. It thought me that it is not all
about advertising in order to be successful at selling your product, but through the packaging of
your product. It used shampoos to talk about this technique. One company had an amazing ad
that caught the consumers’ eyes while the other did no advertising at all and was still successful.
I apply this to Chapter 12 in the Contemporary Sport management book developing a sport
marketing plan. When coming up with a market plan for sport marketing you want to have a
unique way to get it done. Within this plan you want to have the Product, Price, Place, and
Promotion. Since I want to be a college coach it is import for me to analyze my program, and
what it has to offer to consumers. When looking at a college program I have to know my budget,
and work within that to get the things I want done, without going over the budget. Not only to I
need to know the budget for the program, but I need to know the cost of the school, and every
other cost such as living expenses, meal plans, and etc. Depending on the price of the school can
determine the type of players I can go after, and need to market it to. Combining the two chapter
from both books it shows me it does not matter how you market your team, but you have to do
what fits best. If the school has loads of money to spend then it would be easier to do advertising
and create facilities that people would enjoy. If the school did not have money to spend then the
way to recruit would try and build a successful foundation, and sell the player on the program
3. Pick only one chapter or section, and it must be different from the
chapter used in question #2. A. Describe one new idea, fact or theory
current life or a situation that you could use in the future. Use the term
chapter you are discussing in bullet points at the end of each question.
300+ words.
The chapter The Opposite of “Remarkable” was saying that people think that if something is
not remarkable then it must be bad or poorly done. Which that is not the case and that people
would rather be average instead of striving for remarkable, but failing, and think what they have
done is bad. As a coach, you want everything about yourself and program to be remarkable. You
want to go out and get the kids that are remarkable, but if you miss on them you cannot think that
the kid you got is bad, because he does not have the tools as the remarkable one. As a college
program, you want to have fans that support your team. The bigger and more successful your
program is the better chance at getting fans, but if you are a small-scale team you have to market
to consumers around you. One way to get fans is being a remarkable team or having remarkable
facilities. College sports would fall within the event tourism aspects, and based where your
school is located could determine the number of fans you have come out to the game. If your
program is located in a big-time city then it may be easier to draw people to games, but if your
program is small and located in a town no one has heard off you are going to have to come up
with remarkable ideas to draw them in. Just because the city you are in isn’t remarkable does not
mean it is bad. Whether that is by having nice facilities, a great program, or by having fun events
during games. Another way for small programs to attract people is by hosting tournaments and
camps. That gives people a chance to come and see your facilities and see what you have to
market, and maybe draw an interest in them wanting to catch a game sometime. You want to
strive for the remarkable and give the people something that they would talk about when they do
come, because people talking can lead to more people being interested in what you have to offer.
(355)
Discussion: 30pts
chapter from Question #2. Discuss how this topic has been researched
and what the research indicated. Specifically link the research to your
you are discussing in bullet points at the end of each question. 300+
words
The chapter Pearl in the Box is how two different companies advertised their selves. With
both being in a unique way, and both being successful in the way they choose. So, for college
coaches depending on their school they may have to market or brand their selves different from
others. I their research Do. Kim, Magnusen, and Y. Kim (2012) found that a reliable measure of
brand personality had not been found yet. When coaches are trying to brand their programs, there
was not a good model to use that would give them the best brand. In their study, they factored in
the use of new technologies, advertising in sports, and sponsorships that could affect one’s brand
image. In their findings, they came up with six things to use when branding they are competence,
creativity, ruggedness, excitement, sincere, and energy. That model was proven to be accurate. In
the purple cow chapter one company advertised and the other one did not, but instead used a
fancy package. Judson, Gorchels, and Aurand (2006) found that student focus on 4 things when
looking at a school they are 1) Image or reputation, (2) location, (3) cost, and (4) the availability
of a major. With image being the biggest focus. They discovered when universities are trying to
brand their selves, that the employees must understand the brand and believe in it. Being excited
or sincere aspects of the model Do. Kim, Magnusen, and Y. Kim came up with. While
considering how universities build their brand they compared private vs public schools. Which
for coaches can be huge, considering most private school cost more than public one, so they
really have to sell their brand. In their findings Judson, Gorchels, and Aurand (2006) found that
private universities did a better job at branding their institutions. Also, they determined that
private schools understood their universities brand, and could incorporate it in their everyday
work better then public universities. When trying to market what your program represents there
is right way to do it as seen in purple cow, but whichever way use choose you have to be
Young Do, K., Magnusen, M., & Yukyoum, K. (2012). Revisiting Sport Brand Personality:
4(3), 65-80.
Judson, K. M., Gorchels, L., & Aurand, T. W. (2006). Building a University Brand from Within:
chapter from Question #3. Discuss how this topic has been researched
and what the research indicated. Specifically link the research to your
you are discussing in bullet points at the end of each question. 300+
words
The opposite of “remarkable” is not bad or poorly done, it just simply is not remarkable.
When hosting something epically a small-scale event you need to do something remarkable to
get fans out most of the time. Wang, Byon, and Zang (2016) had a part about brand-event
personality fit. They looked how a sponsor and the event personality should fit together to be the
most successful. The event wants to attract as many customers as it can. Therefore, using brand-
personality fit could be an effective and reliable way to determine what sponsors consumers
would flock to. To have the most remarkable event possible it is important to give the people
what they want, and depending on what sponsor you have weather it an artist, concert, or fun
games you should make sure it is a good fit. Now Nadeau, O’Reilly, Cakmak, Heslop, and
Verwey considered the outcomes of sponsorships of mega-events and their host countries. They
found that there was a cameo affect meaning a sponsorship is used to transfer images form one
object to another. Residents form the host country showed no relation to the sponsorship image.
Even though there is no relationship between he two sponsors are still seeing positive effects of
the host country cameo appearance with the mega-event. Even though for most small-scale event
people will not travel around the world to watch them, it is still important to have an idea how
sponsors can influence your cities. That is why it is important to find the right match for your
event and sponsor. SO, for college sports programs it is vital to come up with fun experiences the
people in the city and surrounding ones can have to have remarkable experiences. When people
leave your event, you want them to talk about in effective way, and recommend others to attend.
You don’t want people leaving saying well that was okay probably will not come back. Even if
your event is not remarkable that does not mean it was bad, just means you need to find
Nadeau, J., O’Reilly, N., Cakmak, E., Heslop, L., & Verwey, S. (2016). The Cameo Effect of
Evaluation for Sport Tourists and Residents. Journal Of Sport Management, 30(6), 656-
671. doi:10.1123/jsm.2016-0048
Jerred Junqi, W., Zhang, J. J., Byon, K. K., Baker, T. A., & Zhenqiu (Laura), L. (2016).
doi:10.1123/IJSC.2016-0016
Conclusion: 10 pts
6. Draw a conclusion from the above material. Provide at least one real-
life application and describe how someone in your profession could put
to practice at least one of the lessons learned from this assignment. 200+
words
while the other is public. The student wants to attend a school with great academics, athletics,
affordable, and has similar believes in his Christian faith. Both coaches should understand what
their brand image is and try to sell it to the student athlete. The public school has the advantage
in athletics, and tuition cost, both are very similar in academics, but the private school is the
perfect fit for the kid based on his religious believes. The private school coach has to try and sell
his brand of being a Christian school to the recruit, because they have higher tuition cost and not
as established athletic program. The private school coach has built the program up the past few
years and they look promising, so he can sell his brand of coming from the bottom with hard
work and faith in God in attempt to get the kid. The public school just says here we cost more
and win more, plus we have nicer facilities. If he really wanted the player he could be honest
with him and say we aren’t as faithful in Jesus as a team, but we need someone that could lead
by example and try to change that for us. I used this example, because both programs are
different and have to use different ways to market to players. Neither way is wrong, but they
both need to know the image of their program and use its strength and weaknesses to attract
players. (261)