Tiger Woods andMarketing Management

ビジネスの基礎理論とテクニカルターム

Ethical Question

• Should Nike use Tiger Woods in its advertising?– Nike Ads– Article in the Marketing Exclusive• Why Nike use Tiger Woods

– Marketing Management Concept• Absence of ethical dimension in the concept of

Marketing Management – What should marketing professionals consider in

the issues like in this case?

Tiger Woods Advertisement

• The return of Tiger Woods as a Nike endorser—and the use of his deceased father’s voice

• The result of this ads grabbed plenty of attention last week for the sports brand.

• In the short term, it seems that the Nike brand has taken a minor hit from the spot. – A survey conducted by Flemington, N.J.-based HCD

Research Inc. indicates that Nike’s favorability among viewers who had seen the spot dropped 13%.

Tiger Woods Advertisement

• John Rowady, president and founder of sports marketing agency rEvolution in Chicago, has little criticism for the spot, calling it “one of the boldest creative commercials in a long time.”

• He says it certainly succeeds as an attention-grabber. He also thinks the approach to Tiger Woods is appropriate in making him more human. this commercial is a way to make him more acceptable in the eyes of the mainstream public.

Marketing Management• Marketing management is a business discipline which

is focused on the practical application of marketing techniques and the management of a firm's marketing resources and activities.

• Traditionally, marketing analysis was structured into three areas: Customer analysis, Company analysis, and Competitor analysis (so-called "3Cs" analysis). More recently, it has become fashionable in some marketing circles to divide these further into certain five "Cs": Customer analysis, Company analysis, Collaborator analysis, Competitor analysis, and analysis of the industry Context.

Marketing Ethics• Marketing ethics is the area of applied ethics which deals with the

moral principles behind the operation and regulation of marketing.• ETHICAL NORMS (by The American Marketing Association)

As Marketers, we must:– Do no harm. This means consciously avoiding harmful actions or

omissions by embodying high ethical standards and adhering to all applicable laws and regulations in the choices we make.

– Foster trust in the marketing system. This means striving for good faith and fair dealing so as to contribute toward the efficacy of the exchange process as well as avoiding deception in product design, pricing, communication, and delivery of distribution.

– Embrace ethical values. This means building relationships and enhancing consumer confidence in the integrity of marketing by affirming these core values: honesty, responsibility, fairness, respect, transparency and citizenship.