Date of Award


Publication Type

Master Thesis

Degree Name





Business Administration, Marketing.




This investigation employs a qualitative, case study approach in which the process is guided by two simple, open-ended questions with respect to the primary nonbusiness sponsor of physical activity in Canada: (1) What is the nature of Fitness Canada's marketing functions, and (2) How does Fitness Canada practice a market orientation? Firstly, the predominant marketing practices employed in the conception and delivery of physical activity products for Canadians are studied. A conceptualization of Fitness Canada's three product offerings and their market derivates is presented. Of eleven conceptual markets that derive from three main products, resources and initiatives are analyzed within the context of four generic markets. Secondly, a market orientation paradigm is juxtaposed on the data to determine how the marketing concept is implemented. Based on the evidence presented, it appears that a market orientation is being fostered with respect to three prominent themes: consumer focus, coordinated marketing, and senior management factors. However, when analyzed within the context of intergroup and organizationwide antecedent categories, the data varies as to the strength of support in each area. (Abstract shortened by UMI.) Paper copy at Leddy Library: Theses & Major Papers - Basement, West Bldg. / Call Number: Thesis1991 .L675. Source: Masters Abstracts International, Volume: 30-04, page: 1070. Thesis (M.H.K.)--University of Windsor (Canada), 1991.