National Basketball Association-Marketing Plan - Free Essay Example

Sample details Pages: 5 Words: 1395 Downloads: 9 Date added: 2018/12/26 Category Marketing Essay Type Research paper Level High school Tags: Consumer Rights Essay Did you like this example? National Basketball Association (NBA) is one of the topmost basketball leagues in North America. It has a total of thirty teams. The largest percentage of its audience is made of the youthful population. Don’t waste time! Our writers will create an original "National Basketball Association-Marketing Plan" essay for you Create order For instance, 45% of its fans who regularly watch games are aged below 35 years. In addition, males make up the large percentage of NBA fans. Indeed, only 30% percent of the fans are women. Research also shows that 62% of the fans are aged between eighteen and fifty-four years old. According to the available demographics, there are two potential markets segments that are yet to be tapped. These segments include; the population below the age of eighteen years and individuals who are aged above 55 years (Pritchard, 2013). Objectives of National Basket Ball Association (NBA) National Basketball Association will increase the total number of fans by 20 % in the next twelve months. NBA will increase the percentage of its fans aged above 55 years from 25% to 75% in the next one year. The fans aged below 18 years of age will make 25% of the overall percentage of NBA fans in the next 12 months. National Basketball Association Target markets NBA will majorly target the population aged 51 years to 67 years of age. NBA will also target the population below 18 years. These two segments are viable target markets where the organization can grow. For instance, according to demographics, in a group of four NBA fans, only I fan is above 55 years old. This implies that the fans aged 55 years and above many only 25% of the overall audience. As a matter of fact, this is a viable target market. The segment is actually much profitable since it consists of a relatively large population. The number of individuals in this particular age bracket, the so-called Baby Boomers is approximated to be 74.9 million. The association has spent less than 5% on advertising that is geared towards this particular segment. The population has huge amounts to spend. The spending by Baby Boomers is also expected to significantly increase. To add on, Baby Boomers control approximately 70% of the total disposable incomes in the United States. NBA will, ther efore, tap this attractive resourceful segment. National Basketball Association will also target the population under the age of 18 years. The segment consists of individuals who are in their junior schools as well as in high school. These are individuals who have a low buying power since they are not earning. They depend on their parents. These population extensively make use and invest their time on various social media platforms. In addition, they want to be associated or affiliated with celebs and other distinctive role models. According to research, a large percentage of parents in North America steer their children away from some sporting activities such as hockey as well as football. Indeed, basketball is actually more preferred since is presumed to be inexpensive and basketball courts are readily accessible. Due to this social influence, the NBA can actually win the loyalty of consumers below the age of 18 years. Positioning National Basketball Association is competitively positioned in the minds of its consumers. Basketball leagues and games are the major brands of this organization. The brands are recognized all over the globe. National Basketball Association offers competitive games that allow customers to have the firsthand experience. Individuals find leisure and enjoy themselves while watching various basketball games. Individuals who watch NBA games are the firsthand individuals to witness greatness. For instance, an individual is able to witness clutch moments as well as biggest plays regarding their team. Sporting fans feel the actual energies of their fellow fanatics. To add on, NBA consumers watching the live game stimulate the fan in the game to other persons. NBA will adopt distinctive point-of-difference. Firstly, it hosts professional leagues. 3 referees supervise the games thus making them to be fair as well as competitive. Its annual awards meant to recognize team players motivates them to work hard to show their smartness. NBA has innovated unsurpassed model that builds on its brand equity thus making strong performances beyond the borders of the States. National basketball association always offers its teams a weighted opportunity in their games. For instance, in the year 1992, it offered its 27 teams an equal opportunity to relay their choosing in representing their association in Portland. This is a core point-of-parity. Marketing Strategies National basket association will always value the demands of its esteemed customers. Firstly, the national association will offer its professional leagues as well as games as live matches. It will sell tickets to its customers. NBA games will also be shown on various Television stations thus earning from the outstanding television rights. NBA will extensively make use of the media as a distribution channel. The media reaches a wide audience at ago. Customers have a better experiences when they view various games at the comfort of their homes. For instance, NBA should always be par with the technological advancements. NBA did sign a deal in 2014, paying $ 24 billion from the year 2015 to the year 2024. The various NBA games are broadcasted in numerous stations including ABC, ESPN, and NBAtv thus increasing the accessibility of the product. All consumers in the US were able to access the product. The price of a single game will be $ 12.00 and $ 70.00 for customers who prefer watching games produced with aid of virtual reality. Customers will, therefore, be in a position to watch the games from anywhere provided they have an internet access. Competitors may offer lower prices however, NBA will always emphasize on the quality of services offered. Direct sales of services give customers an opportunity to make trials as well as tests in a friendlier environment. Customers get firsthand experience. Customers who watch a live game become firsthand eyewitnesses of the best moments as well as clutch plays (Ryan, 2017). Internet marketing is a fundamental component element in the digital era. For instance, internet marketing enables individuals to conveniently offer various products to customers who are widely spread offer the globe. For example, NBA fans are able to subscribe to various games and watch them online from their comfort of their homeless. NBA can also sell its tickets online. To add on, internet marketing helps overcome distance barriers. An organization can market its products in a cost-effective way reach a wide customer base. An organization can use internet market to personalize it, customers. This is done through the creation of customer profiles. Customer histories, as well as preferences, are therefore easily traced. Customers can use company websites to raise their grievances. The inclusion of social media in internet marketing results has resulted to viable opportunities which make can use to fully exploit its target markets. The organization should greatly make use of interne t marketing to offer its products to their potential as well as prospective customers (Juon, Greiling, Buerkle, 2015). National basketball association will greatly make use internet marketing to communicate to its customers. For instance, it will advertise its games on various social media platforms including; Twitter, Linked In, YouTube and Facebook. Customers will also be able to get information from the NBA website about the leagues to be played and their outcomes. NBA will develop mobile apps that will be used to alert customers to sporting news and other updates. Tactics to support the 4P strategies in 12 months Strategy Evaluation The performance of each strategy will be measured after 3 months. This will help whether the implemented strategy is viable as well as feasible. In-case the strategy is found not to work out, another strategy should be implemented. The various strategies should align to actually align and be compatible with each other. Examining customer tastes and preferences. Customers want to get value for their money. A market research should be done to get knowledge of consumer tastes, knowledge and preferences. The product should therefore very designed to satisfy the needs of customers. Market Research Needs Marketing research helps marketers to identify and have a better understanding of their target markets. For instance, through marketing research, marketers are able to scrutinize and find viable markets and demographics that align with the product being offered. Efforts focused on right segments will give faster results and improve the efficiency levels. These efforts will also lead the various marketing campaigns to yield much fruit and high performance. Secondly, marketing research enables a marketer to have a better understanding of their competitors. For instance, marketing research enables marketers to learn about competitor activities and strategies being used.

Essay on Bullying - 7329 Words

ORIGINAL CONTRIBUTION Bullying Behaviors Among US Youth Prevalence and Association With Psychosocial Adjustment Tonja R. Nansel, PhD Mary Overpeck, DrPH Ramani S. Pilla, PhD W. June Ruan, MA Bruce Simons-Morton, EdD, MPH Peter Scheidt, MD, MPH ULLYING AMONG SCHOOL-AGED youth is increasingly being recognized as an important problem affecting well-being and social functioning. While a certain amount of conflict and harassment is typical of youth peer relations, bullying presents a potentially more serious threat to healthy youth development. The definition of bullying is widely agreed on in literature on bullying.1-4 Bullying is a specific type of aggression in which (1) the behavior is intended to harm or disturb, (2) the behavior†¦show more content†¦Author Affiliations: National Institute of Child Health and Human Development, Bethesda, Md. Dr Overpeck is now with the Maternal and Child Health Bureau, Health Resources and Services Administration, Rockville, Md; Dr Pilla is now with the University of Illinois at Chicago. Corresponding Author and Reprints: Tonja R. Nansel, PhD, Division of Epidemiology, Statistics, and Prevention Research, National Institute of Child Health and Human Development, 6100 Executive Blv d, Room 7B05, MSC 7510, Bethesda, MD 20892-7510 (e-mail: nanselt@mail.nih.gov). 2094 JAMA, April 25, 2001—Vol 285, No. 16 (Reprinted)  ©2001 American Medical Association. All rights reserved. Downloaded from www.jama.com at Georgetown Univ Med Ctr, on April 2, 2008 BULLYING BEHAVIORS AMONG US YOUTH Research examining characteristics of youth involved in bullying has consistently found that both bullies and those bullied demonstrate poorer psychosocial functioning than their noninvolved peers. Youth who bully others tend to demonstrate higher levels of conduct problems and dislike of school, whereas youth who are bullied generally show higher levels of insecurity, anxiety, depression, loneliness, unhappiness, physical and mental symptoms, and low self-esteem.1-4,8,15-25 Males who are bullied also tend to be physically weakerShow MoreRelatedBullying And Bullying : Bullying1180 Words   |  5 Pages Bullying is defined as unwanted or aggressive behavior that causes someone to feel afraid or intimidated. This behavior could be something physical, verbal, or something done electronically or through social media. 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However, he still gets talked about behind his back but of course it’s not as bad as before. He visits his counselor on a weekly basis and things have gotten much better. I’m glad that I stuck around to be there for him while he struggled with such a horrible timeRead MoreBullying : Bullying And Bullying1387 Words   |  6 PagesAn average bullying session lasts about 37 seconds; an adult intervenes in the problem about one in twenty-five times (Bullying Facts). Bullying is seen as aggressive and unwanted behavior between two or more people (Aspa).   Most people who are not involved in the actions going on do not really know it’s happening.   Most parents do not even know when their child, or children, are being bullied (Bullying Facts).   Bullying can be prevented if the right consequences take place.   Parents and schoolsRead MoreBullying : Bullying And Bullying769 Words   |  4 Pagesphysically bullied on the premise and cyber-bullying. 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Maslow Hierarchy Model

Question: for relevant theories you need to use Maslow's needs, alderfer's erg, McClelland etc. and must give examples of workplace, benefits like define it, how it works. Answer: Introduction The paper focuses on generating a discussion relating to different types of motivation theories like Maslows Need Hierarchy Model, Alderfers ERG Theory, Vrooms Expectancy Model and McClellands Need Theory to evaluate the manner the managers and employers are required to motivate the staffs to generate needed performances and productivity. Empirical studies enabled through the use of books, journals and articles would be used to gain required inferences. Application of Motivation Theories Maslows Need Hierarchy Theory Abraham Maslows Hierarchy of Needs Theory can be effectively used in an organisation in terms of enhancing the workplace culture and also has needed impacts on the performances of the employees. It also has effective implications on the human resource management of the organisation. The Needs Theory of Abraham Maslow is reflected in the following illustration. Image 1 (Jerome, 2013) The theory can be effectively used by managers and employers to motivate the staffs and employees in terms of generation of rewards and benefits financial and non-financial, tangible and non-tangible in nature. The same is used by the managers and employers to contribute in effectively motivating the staffs to generate the right quality of performances. Similarly the Need Hierarchy Theory can also be used by the managers to help employees in earning self-actualisation in terms of understanding and evaluating ones potential and skills to contribute in the generation of greater productivity(Jerome, 2013). The safety needs reflected in the need hierarchy pyramid can also be met by the organisational managers in terms of enhancement of workplace safety. Further the need hierarchy theory also contributes in cultivating the organisational culture such that the same helps in meeting the physiological and security related needs of the people. The meeting of the physiological and security related needs of the people rightly contributes in motivating the employees to generate effective performances in the workplace(Msoroka, 2013). Moreover the focus of the managers on development of employee potentials in terms of generation of training programs and also in development of interactions rightly contributes in meeting the social needs of the people. Taking care of the basic physiological and social needs of the people contribute in developing a sense of belongingness for the employees towards the organisation. It helps in developing a sense of loyalty for the organisation thus motivating the peo ple to generate needed performances. Esteem needs of the people are addressed by the organisational managers in terms of recognising their potentials and in appraising such in the public(Kaur, 2013). Alderfers ERG Theory Alderfer ERG Theory evaluates that an individual is motivated based on three types of needs related to Existence, Relatedness and Growth parameters. Existence needs of an individual relate to the need for meeting the physiological and safety needs of the people while Relatedness needs of the individuals reflect on the social, interaction and interpersonal needs of the individual workers. Growth needs of individuals relate to their interest of excelling in their fields and thereby in earning due recognition and social status(Caulton, 2012). The use of the ERG Theory in the workplace can be effectively done in terms of understanding the means to help in meeting the Existence related needs of the people in the workplace. Managers and employers are required to focus on generating effective rewards and benefits both financial and non-financial in addition to development of safety and employee welfare policies. The same contributes in sustaining the employees in the organisation. Existence related needs of the employees are also met by the organisational managers in terms of enhancing the level of job security of the employees in the workplace (Konrad et al., 2013). Similarly the generation of training and skill development programs and also in the encouragement of teamwork in the organisation effectively contributes in meeting the Relatedness needs of the employees can also be developed in terms of encouragement of informal communication in the organisation and also in development of interaction between the different levels of the staffs in the organisation(Konrad et al., 2013). The Growth related needs of the employees and staffs in the organisation relate to the generation of increased opportunities for growth for the managerial staffs. It is evident that the managerial staffs are always in the lookout for better opportunities and thus tend to shift from one organisation to another in search for better opportunities. Organisations are thus required to develop a culture that helps in fostering a culture reflected needed innovation, empowerment and personal growth. The same would contribute in effectively reducing the attrition levels of the managerial workforce in the organisation. Managers and top executives aim to gain an effective organisational culture which would help them in taking the right quality of decisions and also in conducting of social experiments in the organisation to gain new and potential insights(Arnolds Boshoff, 2002). McClellands Need Theory McClellands Theory of Learned Needs reflects three types of needs like the need for power, affiliation and also for achievement related to the organisational managers. The theory tends to identify three specific needs of individuals like need for power, need for achievement and also need for affiliation. Individuals seeking greater power in the organisation focus on governing and monitoring the action of others like the employees and subordinate staffs to help in meeting of departmental and organisational objectives. Individuals with a strong need for achievement focus on meeting goals and objectives in an effective fashion such that it helps them to earn potential success. Finally the individual seeking increased affiliation with others employees, managers and staffs in the organisation focus on developing effective relationships, associations and networks with others in meeting of stated objectives and goals(Napolitano, 2014). The application of McClellands Theory of Motivation can be effectively exercised relating to an organisation. The staffs and managers reflecting increased need for gaining success and achievement are required to be rightly trained in that the same contributes in enhancing their skills and expertise in handling tasks and functions demanding greater responsibilities. Persons desiring increased achievement are observed to have an inclination of handling challenging tasks such that the meeting of the same contributes in generating an enhanced place in the organisation. Thus new and challenging tasks are needed to be offered to the persons desiring achievement and are also generated potential feedbacks from time to time to help in enhancing their skill base and potentials(Strycharczyk Elvin, 2014). On the other hand, the managerial individuals seeking power can be delegated to departments where there is increased competition and thereby requires the effective monitoring and governance of the staffs to contribute in the meeting of desired objectives. Managerial staffs reflecting increased need for affiliation can be encouraged to work based on a team based culture in that the same would contribute in meeting their needs for conducting the tasks in an associated and network driven environment(Worth, 2013). Vrooms Expectancy Theory The expectancy theory developed by Victor Vroom is essentially based on three different variables like value, expectancy and also instrumentality. Value relates to the significance generated to the outcome related to a specific situation. Expectancy relates to the linking of success of the situation gained by an individual to the outcome or result emanating from meeting the situation. Finally the level of instrumentality is related where the expectancy of the outcome earns effective linkage to the outcome resulting from the situation. Motivation is observed by Vroom as the product of the Value, Expectancy and Instrumentality such that Motivation = E x V x I(Burn, 2011). The implication of the Vrooms Expectancy Theory in the workplace is devised based on the following model. (Lunenburg, 2011) The expectancy parameter can be exercised by the managers in terms of making the staffs and employees understand their potential and efforts would lead to generate effective performances. The same can be done by managers in terms of evaluation and selection for the right type of individuals with required skill and knowledge in meeting the objectives and specifications related to a particular job. Further the individuals can be effective trained to contribute in enhancing their skills, know-how and potentials to gain needed confidence and solidarity in meeting the job expectations. Similarly the organisational managers are required to assign needed infrastructural and resource based support to the employees to assist them in meeting of task objectives(Bernstein, 2010). Similarly the organisational managers are continually required to interact with the staffs to contribute in gaining of needed feedbacks from them to enhance the job environment and also take part in problem-solving acti vities to rightly contribute in meeting of tasks in an enhanced and effective fashion. Change of job roles and also assigning employees greater and complex tasks based on training rightly contributes in increasing the confidence levels of the employees to proactively meet the job or task expectations(STEERS et al., 2004). In the second place, the Vrooms expectancy model can be used by the managers to make the employees believe that conducting the right type of performances would contribute in generating the right type of rewards. The same is conducted by the managers in terms of conducting job performance and evaluation of the staffs and thereby in generating rewards based on the performances generated. Historical comparisons can also be generated in terms of highlighting the manner employees have been rewarded for like performances. Thus the rewards desired by the staffs are required to be effectively linked to the performances required of them by the business managers. Effective compensation systems are needed to be set related to the performance levels of the employees Development of incentive plans and piece rate systems are made by managers in terms of linking the volumes sold or produced by the staffs to create needed motivation(Martinko et al., 2002). Finally the managers are also required to enhance the value of rewards generating from desired level of performances. Thus it is required for the managers to decide on the rewards desired or expected by the employees before aligning such with the performances desired or expected of them. It is observed that where some employees desire of earning promotions others focus on gaining of potential monetary and non-monetary incentives as a part of the incentive program. Some other employees also focus on earning of effective recognition and appraisals in terms of the performances conducted by the superiors and managers in the organisation(Hughes, 2012). Some companies have thus focused on the development of different types of incentive and benefit plans to encourage the employees in selecting such to be rewarded to them in terms of the performances conducted. The employees are however required to satiate the job and organisational objectives rather than to focus on the meeting of the group norms. The group norms are observed to require the staffs to generate minimal effort to generate lesser value where the job objectives and the organisation require the employees to generate increased or enhanced performances(Lunenburg, 2011). The above discussion thus reflects the manner in which Vrooms Expectancy Theory can be rightly implemented by the managers in the business organisation to rightly motivate the staffs in generating greater performances. Conclusion The paper effectively analyses different motivation theories like Maslows Need Hierarchy Model, Alderfers ERG Theory, Vrooms Expectancy Model and McClellands Need Theory to understand and evaluate the fashion in which the organisational managers can effectively use such in motivating the staffs to generate needed performances. Both empirical and practical discussions are carried out through the use of secondary research based on the use of books, journals and articles to essentially reflect on the fashion the motivational tools are used and strategically employed to contribute in generating greater productivity and performances related to the different departments and the organisation as a whole. It also reflects on the timeless use of such motivation models and theories related to the motivation of staffs at their respective workplaces. The use of the Maslows Need Hierarchy Model reflects the process in which the managers can effectively design motivational strategies to contribute in meeting of the different types of needs of the staffs to generate needed performances and productivity. Similarly the ERG Model of Alderfer also reflects the fashion in which the Existence, Relatedness and Growth parameters can be rightly addressed by the organisational managers to motivate the people in generating needed performances. Vrooms Expectancy Model in use also reflects the mode of formulating motivation strategies based on meeting the parameters of expectancy, value and the instrumentality parameters to enhance the motivation levels of the staffs. Likewise the McClellands Theory is depicted to be used in meeting the needs of the staffs related to power, achievement and affiliation to thereby encourage them in meeting production and performance objectives. References Arnolds, C.A. Boshoff, C., 2002. Compensation, esteem valence and job performance: an empirical assessment of Alderfer's ERG theory. International Journal of Human Resource Management , 13(4), pp.697-719. Bernstein, D., 2010. Essentials of Psychology. United States : Cengage Learning. Burn, G., 2011. Motivation For Dummies. London : John Wiley and Sons. Caulton, J.R., 2012. The Development and Use of the Theory of ERG: A Literature Review. Emerging Leadership Journeys, 5(1), pp.2-8. Hughes, C., 2012. Valuing People and Technology in the Workplace: A Competitive Advantage Framework: A Competitive Advantage Framework. London : IGI Global. Jerome, N., 2013. Application of the Maslows hierarchy of need theory; impacts and implications on organizational culture, human resource and employee's performance. International Journal of Business and Management Invention, 2(3), pp.39-45. Kaur, A., 2013. Maslows Need Hierarchy Theory: Applications and Criticisms. Global Journal of Management and Business Studies, 3(10), pp.1061-64. Konrad, A.M. et al., 2013. Temporary Work, Underemployment and Workplace Accommodations: Relationship to Well-being for Workers with Disabilities. British Journal of Management, 24, pp.367-82. Lunenburg, F.C., 2011. Expectancy Theory of Motivation: Motivating by Altering Expectations. INTERNATIONAL JOURNAL OF MANAGEMENT, BUSINESS, AND ADMINISTRATION, 15(1), pp.1-6. Martinko, M.J., Gundlach, M.J. Douglas, S.C., 2002. Toward an Integrative Theory of Counterproductive Workplace Behavior: A Causal Reasoning Perspective. INTERNATIONAL JOURNAL OF SELECTION AND ASSESSMENT, 10(1/2), pp.36-50. Msoroka, M., 2013. Motivating Workers in Educational Institutions: Adams' Equity and Maslow's Need Hierarchy Theoretical Implications. Germany: GRIN Verlag. Napolitano, G., 2014. Motivation In The Workplace: A Procter And Gamble Case Study. United States : Babelcube Inc. STEERS, R.M., MOWDAY, R.T. SHAPIRO, D.L., 2004. THE FUTURE OF WORK MOTIVATION THEORY. Academy of Management Review, 29(3), pp.379-87. Strycharczyk, D. Elvin, C., 2014. Developing Resilient Organizations: How to Create an Adaptive, High-Performance and Engaged Organization. United States : Kogan Page Publishers. Worth, M.J., 2013. Nonprofit Management: Principles and Practice. London : SAGE.