Brainscape's Knowledge GenomeTM


Top Flashcards (Certified)
All Flashcards

Strategic Marketing Management > Midterm 1 > Flashcards

Midterm 1 Flashcards

(74 cards)

Start Studying
1
Q

who was the commissioner of the NHL in 1995

A

Gary Bettman

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
2
Q

what were the key goals of the NHL’s marketing strategy in 1995

A

to grow the fan base, increase exposure, and create value for marketing partners, owners, and players

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
3
Q

What significant achievement did the NHL secure in the 1994-95 season?

A

A network television contract in the United States for the first time in over 20 years.

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
4
Q

What is the “Pyramid model” in NHL marketing?

A

A grassroots approach focusing on street hockey, roller hockey, and in-line skating to attract a broader fan base.

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
5
Q

How did the NHL aim to promote its players in the mid-1990s?

A

By featuring them in non-traditional PR campaigns, such as photo spreads in lifestyle magazines like GQ and Vogue.

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
6
Q

What unique marketing approach was used by the Florida Panthers and the Mighty Ducks?

A

Positioning hockey games as family entertainment experiences.

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
7
Q

What was the target demographic for NHL marketing in 1995?

A

Primary: 18-34-year-olds. Secondary: 6-17-year-olds.

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
8
Q

Name one grassroots marketing program developed by the NHL.

A

NHL Breakout, a traveling off-ice hockey tournament and festival.

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
9
Q

Which corporations were significant sponsors for the NHL in 1995?

A

Nike, Coca-Cola, and Anheuser-Busch.

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
10
Q

How did the 1994 NHL playoffs contribute to the league’s popularity?

A

They were highly exciting, with memorable moments like the New York Rangers breaking their 54-year Stanley Cup drought.

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
11
Q

What was the primary marketing goal of the NHL in 1995?

A

To grow the fan base and create value for marketing partners, owners, and players.

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
12
Q

How did the NHL leverage television to increase its exposure in the U.S.?

A

By securing a network television contract with FOX Sports and an extended deal with ESPN.

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
13
Q

What was the strategy behind the marketing efforts of new NHL teams like the Mighty Ducks and Florida Panthers?

A

Positioning hockey as a family entertainment experience rather than just a sport.

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
14
Q

What role did corporate sponsorships play in the NHL’s marketing strategy?

A

Sponsors like Nike and Coca-Cola invested heavily in hockey-themed advertising and grassroots initiatives.

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
15
Q

What unique promotion involved NHL players to enhance the league’s public image?

A

Featuring players in non-traditional PR campaigns, such as photo spreads in lifestyle magazines.

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
16
Q

What was the “Pyramid model” proposed by Rick Dudley for NHL marketing?

A

A strategy focusing on street hockey and in-line skating to develop interest in hockey.

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
17
Q

How did the NHL address the challenge of low television ratings compared to other major leagues?

A

By increasing player visibility, enhancing broadcast quality, and targeting younger audiences.

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
18
Q

What was the impact of the 1994 playoffs on the NHL’s marketing success?

A

The exciting playoffs increased hockey’s visibility and led to lucrative sponsorship deals.

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
19
Q

What new revenue streams did NHL teams explore to offset rising player salaries?

A

Luxury seating in arenas, enhanced merchandising, and corporate sponsorships.

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
20
Q

Why was the San Jose Sharks’ marketing considered innovative?

A

Their popular logo and strong branding efforts made them a top merchandise seller in the NHL.

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
21
Q

What was the significance of the NHL’s partnership with FOX Sports?

A

It provided national television exposure for NHL games, increasing accessibility to U.S. audiences.

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
22
Q

How did the NHL adapt its marketing strategy to address regional disparities in hockey’s popularity?

A

By promoting hockey as an entertainment experience in non-traditional markets and launching grassroots programs.

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
23
Q

What was the purpose of the Nike/NHL Street program?

A

To provide equipment and organize street hockey leagues for youth through community organizations.

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
24
Q

How did the NHL utilize its corporate partnerships to fund grassroots programs?

A

Sponsors like Coca-Cola, Nike, and Campbell’s funded initiatives such as the NHL Breakout and Nike/NHL Street programs.

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
25
What challenge did the NHL face in growing its fan base through television?
Low ratings compared to other major leagues, with a need to increase awareness and viewership among younger demographics.
26
What marketing strategy did the Florida Panthers use to attract fans?
They promoted their arena as a social destination, offering entertainment beyond the hockey game.
27
How did the NHL address player salary disputes during the 1994-95 season?
By implementing a collective bargaining agreement with measures like salary caps for first-round draft picks.
28
What was the NHL’s response to the labor dispute and shortened 1994-95 season?
They launched a $10 million marketing campaign to regain fan interest and ensure sponsor retention.
29
What demographic trend did the NHL notice about its players?
About 60% of players were Canadians from small towns, with a significant number being young and shy.
30
Why was the Mighty Ducks’ merchandising strategy a success?
Their logo and branding became highly popular, making them one of the top-selling teams for merchandise.
31
What was one benefit of the NHL's partnership with Anheuser-Busch?
Bud Ice became the official beer sponsor, funding NHL-specific advertisements and on-site promotions.
32
How did the NHL attempt to enhance television production to attract viewers?
Innovations like goal-cams and improved telecast production made broadcasts more engaging and accessible.
33
What financial challenges did small-market teams like the Calgary Flames face?
Rising player salaries and limited revenue from ticket sales and sponsorships strained profitability.
34
What was the NHL's long-term vision for its marketing efforts?
To grow hockey's fan base across all demographics while balancing media exposure and grassroots development.
35
What role did "non-traditional" markets play in the NHL’s expansion strategy?
Markets like Anaheim and Florida helped attract families and casual fans with a focus on entertainment.
36
How did the NHL’s partnership with FOX Sports differ from previous deals?
It was the first long-term, network-wide deal in over 20 years, providing national coverage for key games.
37
Why was the 1994 playoffs pivotal for the NHL's image?
Exciting games and high-profile moments, like the Rangers' Stanley Cup win, drew national attention and boosted hockey’s reputation.
38
How did NHL executives view their players’ public image as a marketing asset?
They emphasized the relatability and "boy-next-door" appeal of hockey players to connect with middle America.
39
What are Biopure’s two main products?
Oxyglobin (veterinary blood substitute) and Hemopure (human blood substitute).
40
What is the key difference between Oxyglobin and Hemopure?
Hemopure undergoes an additional step to remove small hemoglobin clusters, making it suitable for humans.
41
Why is Oxyglobin significant for Biopure?
It is the first FDA-approved blood substitute, creating immediate revenue and market experience.
42
What is the main concern about launching Oxyglobin before Hemopure?
It might set a low price expectation for Hemopure, reducing its perceived value.
43
What is Andy Wright’s argument for launching Oxyglobin immediately?
To generate revenue, gain market experience, and demonstrate success before an IPO.
44
What pricing dilemma does Biopure face with Oxyglobin?
Whether to price it affordably ($80-$100/unit) for broad adoption or at a premium ($200/unit) to reflect its advantages.
45
What are the two primary veterinary market segments Biopure is targeting?
Primary care practices and emergency/specialty care practices.
46
How does Oxyglobin solve major veterinary blood transfusion challenges?
It eliminates the need for donor animals, cross-matching, and refrigeration, offering a shelf life of two years.
47
What survey findings influence Oxyglobin pricing?
Veterinarians and pet owners report higher willingness to trial the product at lower price points.
48
What are the key benefits of Hemopure and Oxyglobin compared to donated blood?
Universality, no risk of disease transmission, longer shelf life, and immediate oxygen-carrying efficiency.
49
What challenges exist in the human blood market that Hemopure addresses?
Short shelf life, need for exact typing, limited supply, and risk of contamination.
50
How much did Biopure spend developing Oxyglobin and Hemopure?
Over $200 million.
51
How does Biopure’s production cost compare between Oxyglobin and Hemopure?
Hemopure production is slower and less efficient due to additional purification steps.
52
Who are Biopure’s primary competitors in the human blood substitute market?
Baxter International (HemAssist) and Northfield Laboratories (PolyHeme).
53
How does Biopure’s bovine-sourced hemoglobin provide a competitive advantage?
It avoids reliance on human blood supplies and offers room-temperature storage.
54
What phase is Hemopure in as of 1998?
Phase 3 clinical trials.
55
What unique marketing channels are available for Oxyglobin?
Veterinary trade publications, trade shows, and a network of independent distributors.
56
What is the role of veterinarians as “gatekeepers” in the Oxyglobin market?
They recommend treatments based on cost-effectiveness and client affordability.
57
What potential benefit does the early launch of Oxyglobin offer for Biopure’s IPO?
Demonstrating revenue from a proven product can make Biopure more attractive to investors.
58
How can Biopure use Oxyglobin to prepare for Hemopure’s launch?
By learning market entry strategies and refining operational processes.
59
Why are pet owners a critical consideration in the marketing strategy for Oxyglobin?
90% of pet owners want to know all treatment options for their pets, indicating a need for education and awareness.
60
What percentage of veterinary practices reported dissatisfaction with existing blood transfusion options?
84%.
61
Why is Oxyglobin a valuable product for emergency veterinary care?
It provides immediate, universal compatibility without the need for blood typing or donor animals.
62
What is the average price charged by emergency veterinary clinics for a blood transfusion using donor blood?
$130 to $170 per unit.
63
What is the expected veterinarian price sensitivity to Oxyglobin based on the survey?
Most veterinarians prefer prices of $100 or below for noncritical cases and $150 or below for critical cases.
64
What pricing strategy could maximize Oxyglobin’s adoption among veterinarians?
A lower price point (e.g., $100/unit) to encourage trials and demonstrate product value.
65
How might Biopure choose between direct sales and distributors for Oxyglobin?
Direct sales provide better control and education, while distributors offer broader reach but less product focus.
66
What are Baxter’s and Northfield’s disadvantages compared to Biopure?
Their blood substitutes require refrigeration, while Biopure’s products are shelf-stable at room temperature.
67
How does Biopure’s raw material cost for bovine blood compare to Baxter’s cost for outdated human blood?
Biopure’s bovine blood costs $1.50 per unit, significantly lower than Baxter’s $8-$26 per unit.
68
What are the main limitations of hemoglobin-based blood substitutes like Oxyglobin and Hemopure?
Short half-life (2-7 days) and higher toxicity levels compared to human blood.
69
Why might human blood substitutes like Hemopure face adoption challenges?
The widespread acceptance and safety of donated blood create resistance to substitutes.
70
What unique benefit do Biopure’s blood substitutes offer for critical care situations?
Smaller hemoglobin molecules can flow to areas blocked to red blood cells, potentially aiding strokes and heart attacks.
71
What operational limitation exists in Biopure’s production facility?
The facility can produce either Oxyglobin or Hemopure, but not both simultaneously.
72
What innovative benefit does Oxyglobin offer veterinarians?
A two-year shelf life at room temperature, reducing the logistical challenges of storing donor blood.
73
What trade-off does Biopure face by delaying Oxyglobin’s launch?
Losing immediate revenue and market experience in favor of protecting Hemopure’s pricing strategy.
74
How does the potential aging U.S. population impact the demand for Hemopure?
The increase in patients over 65 is expected to raise demand for acute blood loss treatments.

Strategic Marketing Management (1 decks)

Brainscape helps you reach your goals faster, through stronger study habits.
© 2025 Bold Learning Solutions. Terms and Conditions