III. WORK AT THE FOLLOWING TEXT. 3.1. READ AND ANSWER THE QUESTION:

3.1. READ AND ANSWER THE QUESTION:

What is going to be the result of the globalization of communications?

MARKETING: OF SPONSORS AKTD SPORTS

The social-events marketing has developed greatly over recent years. There has been a dramatic change in the tactics. Today more than 3,500 companies worldwide are participating in social-events marketing spending annually from $2 to $3 billion on sponsorship and support activities. For example, when the new World Basketball League was established, the organizers' interest was mostly in rounding up corporate sponsors. They were given a chance to put their logos and commercial messages on team jerseys and arena floors. Thus, at a basketball game the then Soviet team sprinted up and down the court in uniforms sporting the logo of the Russian vodka Stolichnaya, which Pepsi Co distributes in the USA. Their opponents, the Memphis Rockers, sported Fuji Film logos on the jerseys. World's biggest companies are involved in sponsorship packages with sports organizations today. Companies like Levi Strauss, Coca-Cola or IBM Corporation use sponsorship as a means to market their products worldwide. It seems that the globalization of communications will be followed shortly by the globalize tion of marketing programs. Sport events provide a beautiful opportunity for that. Swedish car manufacturer Volvo is the new sponsor of the Track and Field Federation of Germany. Among Japanese companies, Toshiba is a sponsor of the Tour de France bicycle ride. Many big sport events are supplemented by additional special events that are smaller in scope. In this way, companies link their sales to a special event and stimulate the public to buy their product. Corporate tie-ins with nonprofit organizations and charities are proliferating. MasterCard, for instance, was the official credit card of World Cup in soccer in Italy in 1990. It donated a total of $ 58,000 to various charities around the world, based on selection by players who were chosen as most valuable players in each of the 52 matches. Another medium for conveying a positive corporate image is the sponsoring of arts events. Eastman Kodak Company, Philip Morris, and Xerox Corporation rank among the leading sponsors of arts events. The list is widening to include banks and financial-service companies. Sponsorship is becoming a global industry.

3.2. READING COMPREHENSION TEST 9A.

Choose the correct variant on the basis of what is stated or implied in the text.

1. In recent years social-events marketing

(A) has established a reputation

(B) has become an interesting business proposition

(D) has more than doubled

2. Corporate sponsorship in sports is used as means to

(A) round up more corporate sponsors

(B) put company logos and commercial messages everywhere

(D) conduct marketing experiments

3. In Line 19, the word "shortly" is closest in meaning to

(A) very soon

(B) not long ago

(D) quick

4. Participating in sponsorship packages, nonprofit organizations and charities

(A) get bonuses for their employees

(B) receive a good welcome at the Olympic Games

(D) are proliferating

5. Sponsorship of art events can help create

(A) a global communications industry

(B) a new system of global communications

(D) a positive corporate image of the sponsor

6. According to the text, it is NOT true that

(A) world's biggest companies are involved in direct sponsorship

(B) Eastman Kodak Company is a sponsor of track and field events

(D) Fuji Film is supporting sport organizations and sport events

IV. CLASSROOM TEXT-BASED ACTIVITIES

4.1. CHOOSE THE RIGHT TRANSLATION.

1. There has been a dramatic change in the tactics.

a) произошли резкие изменения в тактике.

b) произошли драматические изменения в тактике.

c) там имели быть резкие изменения в тактике.

2. The globalization of communications will be followed by the globalization of
marketing programs.

a) глобализация коммуникаций вызовет глобализацию маркетинговых программ.

b) вслед за глобализацией коммуникаций произойдет глобализация маркетинговых программ.

c) превращение мира в единую информационную систему придаст маркетинговым программам глобалльный характер.

3. Another medium for conveying a positive image is the sponsoring of arts events.

a) другим средством передачи позитивного имиджа является спонсирование артистических мероприятий.

b) еще одним средством формирования положительного имиджа является спонсирование мероприятий в области искусства.

c) другим средством передачи положительного образа компании выступает финансирование культурных мероприятий.

4.2. TRANSLATE LINES 15-38 AT SIGHT.

4.3. MATCH THE HALVES RIGHT.

4.4. STRUCTURE AND WRITTEN EXPRESSION TEST 9B.

Choose the one word or phrase that best completes the sentence.

1. From $2 to $3 billion_____ on sponsorship annually by major companies worldwide.

(A) are spending

(B) is spent

(D) is spending

2. IBM Corporation uses sponsorship as_______ to market products.

(A) a means

(B) a mean

(D) meaning

3. The globalization of marketing_______ the globalization of communcations.

(A) will be followed

(B) will follow

(D) will followed

4. Company sales_____ to some special events.

(A) are linked

(B) linked

(D) links

5. A positive corporate image______ by various media.

(A) can be conveyed

(B) may be conveyed

(D) must be conveyed

6. Athletes_____ made the selection of charity organisations.

(A) who were choosing as most valuable players

(B) who was chosen as most valuable players

(D) who were chosen as more valuable players

V. CONVERSATION PRACTICE

5.1. SAY IT DIFFERENTLY.

1. The tactics of marketing has changed a lot.

2. Thousands of companies all over the world take part in these activities.

3. Businesses join sponsorship programs with sport organisations.

4. Major companies use sponsorship as a better way to advertise and sell their product.

5. Marketing programs spread all over the world.

6. Organisations grow in number, which are not involved in profit-making.

7. Sponsorship is an effective way to build an attractive image of any company

5.2. COMPLETE THE FOLLOWING.

1. Today more than 3,000 companies______

2. These companies spend______

3. Sponsors are given a chance______

4. Sponsorship programs help______

5. Worldwide companies_____

6. Big business uses sponsorship______

7. Sport events_____

8. Sales during special events______

9. Non-profit organisations and charities_______

10. With the help of these media______

5.3. ANSWER THE QUESTIONS.

1. In what activities are companies participating more actively?

2. How many companies are there supporting various organisations?

3. What do players sport on their uniforms today during games?

4. Which are the biggest firms involved in sponsorship packages?

5. Sponsorship is used for getting extra profit, isn't it?

6. Why do some events provide an opportunity for global programs?

7. When is the public stimulated to purchase sponsors' products?

8. What did you learn about MasterCard's participation in World Soccer Cup of 1990?

9. Why can sponsorship become a medium for conveying a positive corporate image?

10. Why do financial businesses join sponsorship programs nowadays?

5.4. PROVE THAT IT IS REALLY SO.

1. Sponsorship is becoming a global industry today.

2. Much money is spent on support activities of all sorts.

3. Sport events provide a good chance for marketing worldwide.

4. Sponsorship involvement can improve the public image.

5. The list of sponsors includes world's leading firms.

6. The Coca-Cola Company is one of the leading sponsors in sport.

VI. DISCUSSION

6.1. RETELL the text in short to a partner.

6.2. SPEAK about the present and, maybe, future problems of sponsorship using the picture below. Should we take it seriously?

6.3. ASK an executive working with the Soros Foundation about the activities of this organisation in the CIS countries.

6.4. PRAISE the Coca-Cola Company's efforts in sponsoring major sport events. Remember, for example, that the company has been sponsoring the Olympic Game! since 1925!

6.5. EXPLAIN how the mechanism of sponsorship works. Who benefits from all these efforts?

6.6. PROVE that corporate support today is the only way to help organize various social events.

6.7. SHARE your impressions about the latest Olympics you saw on TV. Have you noticed any sponsors participating in the event? Refer to Exercise 7.1 if there is no information available.

6.8. ROLEPLAY a staff meeting at some non-governmental organization. The problem under discussion is rounding up corporate sponsors.

6.9. MATCH the following English sayings with the corresponding variants in Russian. Say if these saying apply to the problem of sponsorship and financial support today?

1.	Money is power.		Один пирог два раза не съешь.
2.	Money opens all doors.		Есть чем звякнуть, так можно и крякнуть.
3.	Muck and money go together.		Услуга за услугу.
4.	Every man has his price.		Богатому как хочется, а бедному как можется.
5.	A rich man's joke is always funny.		Работа грязна, да денежки белы.
6.	He who pays the piper, calls the tune.	1.	Мошна туга — всяк ей слуга.
7.	Roll my log, and I'll roll yours.		Своя рубашка ближе к телу.
8.	Charity begins at home.		Всякому — своя цена.
9.	You can't eat your cake and have it.		Золотой молоток и железные ворота отпирает.
10.	Beggars cannot be choosers.		Кто платит, тот и распоряжается.

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