advanced theory and practice in sport marketing - Marshalls University

ETHICS IN GLOBAL MARKETING: MORAL
CHAMPIONS – Continued
pressure and exhibit inconsistent moral action. However, when acting as
individuals, both personality types make similar moral choices.
Source: Excerpts from Amine, L. S. (1996). The need for moral champions in global marketing.
European Journal of Marketing 30(5), 81–94.
Suggested Discussion Topics
1. The author discusses the variability that exists in legal and ethical values,
attitudes, and standards among the developed nations of the
world. After defining the theory of marketing relativism, discuss
whether this practice can be utilized when entering an international or
global market. Choose any segment of the sport industry to illustrate
your answer in terms of understanding and assessing cultures, business
customs, and methods of negotiation.
2. How do the concepts of ethical climate, consumer vulnerability, and
moral choice directly affect a sport industry’s vision for entering an
international or global market? Discuss the differences in the development
of that vision in terms of existing markets and emerging markets.
Use specific examples to elaborate your answer.
INTERNATIONAL AND GLOBAL SPORT
MARKETING STRATEGIES
Throughout this chapter, the concept of international sport marketing and
global sport marketing has gone hand-in-hand. However, when it comes to
developing sport marketing strategies, the definitions become somewhat differentiated.
International sport marketing strategy, also sometimes called multinational
sport marketing strategy, focuses on cross-cultural differences and that
each individual culture requires a separate sport marketing strategy adapted to
the individual cultures. In contrast, global sport marketing strategy views the
world as one big market, and the sport marketing strategy seeks to define and
target similarities between various cultures around the world. The eventual
goal is to create a diversified marketing strategy that will allow the sport organization
to compete in any market in the world.
An international sport marketing strategy is a direct approach of sport marketing,
where the plan is individualized for the specific sport market. The global
sport marketing strategy is more of an indirect approach, where a sport marketing
strategy that has worked in one country might be used and slightly modified
in another because of similarities in culture and perceived product and
INTERNATIONAL AND GLOBAL MARKETING IN SPORT 357