For this assignment, you will read a case and answer a series of questions concerning an analysis of ethical considerations governing marketing practices, as leaders are responsible for such endeavors. Begin by reading the following case, which can be located within the Business Source Ultimate database of the CSU Online Library.
Datamonitor. (2010, July). Ambush marketing case study: Successfully leveraging high-profile events to raise brand profile. Retrieved from htps://libraryresources.columbiasouthern.edu/login?url=http://search.ebscohost.com/login.aspx?direct=true&db=bsu&AN=59543529&site=ehost-live&scope=site
Then, draft a two-page paper by addressing each of the following items:
– In your own words, how would you describe “ambush marketing”? Include two examples with your description.
– What are the advantages and disadvantages (risks and consequences) of ambush marketing?
– What was Bavaria Beer hoping to achieve through its ambush marketing tactics?
– Would you consider Bavaria Beer’s ambush marketing an unethical practice or simply a competitive strategy? Explain.
– Can ambush marketing be both intentional and unintentional? Explain.
– As a leader of an organization, would you allow the practice of ambush marketing? Explain.
Be sure to demonstrate a clear analysis as you address each question. Use APA style to format your assignment. For assistance in formatting your paper, refer to the Citation Guide. You are not required to complete additional research for this assignment; however, if you do, use APA Style to cite your sources.
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In your words, how would you described “ambush market” Include two examples with your description.
Ambush marketing can be described as a market technique that is utilized when the marketing advertisers seeks to link the product with a specific event in the minds of the potential clients. The market advertisers ambush an even and compete for an exposure with the competing dealers(Johnson, 2011). For instance, the marketing advertisers avoids paying the sponsorship fee while at the same time associating themselves with a sports property at the expense of a real sponsors thus gaining the benefits. Ambush market can be conducted in various forms with the main objective of gaining attention from the brand.
This is achieved through the use of various creative efforts that lead brand official brand into different path. It can be a direct ambush marketing or indirect ambush marketing. An example of ambush market is a company sale merchandize in an event without the knowledge of real sponsors(Nufer, 2013). Ambush market commonly occurs in sports sponsorships i.e. when Fuji Films in 1984 bided and won Los Angeles Olympic Games sponsorship rights, Kodak ambush the event with well-orchestrated campaign and indeed it benefited significantly.
Advantages of ambush marketing
There are several advantages of ambush marketing including drawing attention and awareness of the brand without paying high sponsorship fees, competitive pricing since the competitors brand incurs extra cost than the ambushing company’s brand, and also it is one of the easiest strategy to use to make the brand to be noticed than the competing brand, since ambushing brand is unique from the brands marketed in an event(Payne, 2008).
Disadvantages of ambush marketing
One of the key disadvantages of the ambush is that create unfair competition among the competing brands, it leads to decrease in the revenue generated by the events, and if ambush marketing increases in the future since it has proved to be very fruitful, the official sponsorship of the events will diminish thus significantly affecting the quality of the events as well as price winning money.
What was Bavaria Beer hoping to achieve through its ambush marketing tactics?
Bavaria Beer carried out ambush marketing in 2010 World Cup in South Africa by buying tickets for a section of seat in the stadium. The occupants of the seats were girls dressed in bright orange dresses, which a color associated with the brand. The beer company was hoping to draw attention of the soccer fans when the girls started to sing during live games.
Would you consider Bavaria Beers’ ambush marketing an unethical practice or simply a competitive strategy?…………………………………………………………………………………………………
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