Multiculturalism/ Multigenerationalism
The existence of more than one culture in a country‘s target market
Multiculturalism
A market not defined by geography
Global marketplace
Selling a product exclusively in a country’s borders
Domestic strategy
Sports marketers used to primarily target ______
Male fans
Marketing in the 21st is marked by the __
Internet
The disconnect between older and younger generations
Multigenerationalism
Modify or create new products for new markets
Diversification strategy
Belief that the home nation is superior to others
Ethnocentric
More _____ are becoming sports fans, creating a new market
Women
By 2000, Google introduced ________ advertising
Pay-per-click
Marketers need to study ____, ______, and ______ that shape consumer behavior
Culture, languages, traditions
A company that can give higher quality products at a lower price has a ______
Competitive advantage
Each country is unique and requires different approaches
Polycentric
Companies made sports clothes small and pink to target female audiences
Shrink it and Pink it
Strategy comparing the benefit on an ad to the cost
Marginal advertising
By __________, people from cultures other than “white culture” will make up at least half of the U.S. population
2050
Restrictions placed to pressure countries to change policies
Trade sanctions
Focuses on regions of the world
Regiocentric
Shattered stereotypes of women in athletics rather than using them
This Girl Can
Uses keywords so websites will appear higher in search results
Search Engine Optimization (SEO)
Nike used insight from Cricket player in India to create a film.
The Crickets campaign
Marketers understand _____, ______, and avoid using ______ when marketing to foreign consumers
Customs, values, stereotypes
Decisions are based on research of an area
Geocentric
41.3% of fans of this sports league are women
NFL
Nearly __% of consumers prefer email communication
70