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sports Lorem equipment Ipsum Dolorcompany expanding to the United States, it is very important to not only target the male athlete stereotypes, but also cater to the rising demand of females in sports; nonetheless, the current sports marketing in the United States is a fundamental detriment towards this cause. In conclusion, gender roles play an integral part in the current marketing of sports equipment and how it is represented through the media. Being able to use both male and female athletes as role models to represent and showcase the foreign sports equipment company in the United States will increase the market share that is obtained. Undoubtedly, the knowledge of gender roles is paramount to the success of the company’s expansion. The change in culture for American athletes is portrayed of the top American Hopefuls in 2012, with 7 woman and only 6 males.13

Spring 2016

The Influence Traditions and Holidays Have on Marketing in Canada An Asia Sales Feature Time A company’s marketing schedule is highly affected by traditions and holidays. Companies must have a timeline outlining when they advertise certain products/services according to holidays. For example in Canada, flower and spa companies market their services throughout the end of April in anticipation of Mother’s day. Another example is any unofficial traditions there are throughout Canada, for instance New Year’s Resolutions. Many resolutions include becoming more active and being healthier, which influences holiday gift buying. In 2011, sporting good sales increased up to 70% from November 2011 to December 2011. It would be beneficial for sporting goods companies to market heavily at this time. Audience It is important to keep in mind that, though Canada is a large country with many diverse cultures that celebrate many holidays, it is still dominated by Western and Roman Catholic (67.30% of Canadians are Christian14) holidays like Christmas and Easter. A sporting company that wishes to maximize its profits must think of whom they are marketing to. On Christmas, for example, there is tradition that gifts are exchanged between loved ones, so sporting goods companies emphasize the suitability of their products as gifts to multiple audiences. 13

Team USA & Ralph Lauren Ambassadors Get Set For London 2012 Games. N.p.: power play magazine, 2012. http://thepowerplayermag.com/team-usa-ralph-lauren-ambassadors-get-set-for-london-2012-games/. 14 “Holiday Marketing: 8 trending tactics and tips for 2012” Marketing Sherpa, accessed on October 15 2013, last modified August 30 2012 http://www.marketingsherpa.com/article/how-to/2012-holiday-trending-tactics

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Issue 1  

There is more to marketing than presenting an organization’s products in order to sell them to customers. It is essential businesses conside...

Issue 1  

There is more to marketing than presenting an organization’s products in order to sell them to customers. It is essential businesses conside...

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