Business Source Premier (Nielson Library) Deals Marketing

¶ … Business Source Premier (Nielson Library) deals marketing issues. The article current ( month). Refer text chapter titles heading topic suggestions. Make include article attachment include URL I refer article. Business Article Analysis The article that is reviewed in this paper is titled "Off and Running: Professors Comment on Olympics" and presents certain important opinions on the Olympic games. The article presents the comments and opinions of important specialists that focus on marketing and business administration, like Stephen Greyser, John Macomber, and John Gourville.

These are some of the most important professors at the Harvard Business School. The most important points of this article refer to the explanations these experts try to provide on the marketing success of the Olympics in comparison with other sports competitions. In addition to this, they try to identify some of the factors that determine the success of the organizers (Greyser et al., 2012). The pricing strategy involved in this event is also discussed.

Opinions The professors that present their ideas in the article state that the Olympics have a greater marketing success in comparison with the Super Bowl and the World Cup. This is because the Super Bowl is a sporting event that is well-known in the U.S., while the World Cup is well-known on international level, but with little interest in the U.S. Therefore, the Olympics seem to reach the interest of most viewers. I think that the professors' opinion is correct.

The level of the Olympics requires that parties involved in the event and that put great efforts into this, also have important financial objectives to reach. Therefore, it is important that sports events with such implication determine high level of profits. In addition to this, the professors have identified an interesting issue about the Olympics. It seems that this sports event is characterized by a greater proportion of women participating in different sports.

This leads to an increased and diversified audience, because numerous stories are presented on the personal lives of these athletes, which increases viewers' interest in the event. I consider this observation to be correct. I have also noticed that viewers of the Olympics are varied in comparison with viewers of other sports competitions. This information is of great importance to marketers.

This is because an important activity in the marketing strategy refers to identifying the customer segments that each event addresses, and developing the marketing strategy in accordance with the characteristics of the customer segments in case. The variety of the audience addressed by the Olympics increases the possibility of marketers of addressing larger customer segments with reduced efforts and increased profits. Therefore, it is important that marketers use this article and the ideas presented in it and expand them to their marketing research activities.

The article can be used by marketers as an important tool in identifying some of the factors that influence consumer behavior and the purchasing decision of customers. In other words, the article can help marketers understand some of the factors that are able to determine the interest of customers in certain products and services.

When trying to determine customers to purchase certain products, it is important that marketers understand the factors that increase their interest, and use these factors in order to build a relationship between the company and the customers based on these interests. This helps companies understand their customers' opinions and to influence these opinions. Brand managers must also study this article because it provides important information on how companies that endorsed some of the athletes in the Olympics have developed their strategy.

Summary The article that is analyzed in this paper is titled "Why Good Deeds Invite Bad Publicity" and is written by Michael Blanding of the Harvard Business School. The main focus of the article is corporate social responsibility and its influence on company's image on the market. The author of the article considers that corporate social responsibility activities do not help companies' image when they are confronting negative issues that are likely to affect their image.

In addition to this, the article states that specialists in the field have not been able to find an important and direct link between corporate social responsibility and financial performance. Opinions The issue of corporate social responsibility seems to increase in importance. Specialists in the field recommend that companies increase their interest in such activities in the attempt to improve their image, to gain awareness from customers, and to be associated with activities intended to improve the situation of the communities they address.

In other words, companies have identified the benefits that are likely to be gained from involving in corporate social responsibility activities and invest in such strategies. The article discussed in this paper provides a different opinion on the benefits of corporate social responsibility. The opinion of most specialists in the field that recommend corporate social responsibility is that the investments made by companies in these activities do not produce benefits that can be observed every day, but they provide certain insurance against negative situations that are likely to affect companies.

The article presents the results of a study developed by Harvard Business School professors in their attempt to determine whether corporate social responsibility does provide such strong insurance. The study referred to 20 largest oil companies in the U.S. These companies have focused on investing in environmental protection activities, like pollution prevention strategies, recycling, energy efficiency, regulatory fines, emissions of toxic chemicals, and others. In other words, these companies have reported high corporate social responsibility ratings.

Specialists in the field that are in favor of such practices consider that these companies have a good image on the market. But the study has revealed the fact that in case of oil spills, these companies are more likely to have an increased level of attention from the press on their activity. This does not represent a benefit for these companies (Blanding, 2012). The investments made.