1 / 11

2.03

2.03. Acquire foundational knowledge of marketing information management to understand its nature & scope. Explain the need for sport/event marketing information. VOCABULARY. Marketing Information - data collected from internal or external sources to help make marketing decisions

inga
Download Presentation

2.03

An Image/Link below is provided (as is) to download presentation Download Policy: Content on the Website is provided to you AS IS for your information and personal use and may not be sold / licensed / shared on other websites without getting consent from its author. Content is provided to you AS IS for your information and personal use only. Download presentation by click this link. While downloading, if for some reason you are not able to download a presentation, the publisher may have deleted the file from their server. During download, if you can't get a presentation, the file might be deleted by the publisher.

E N D

Presentation Transcript

  1. 2.03 Acquire foundational knowledge of marketing information management to understand its nature & scope

  2. Explain the need for sport/event marketing information

  3. VOCABULARY • Marketing Information - data collected from internal or external sources to help make marketing decisions • Facts - something that actually exists; reality; truth • Estimates - an approximate judgment or careful calculation about the impact of a product • Predictions - a forecast of something to happen • Relationships – What happens to products, estimates or predictions based on changes

  4. USES OF MARKETING INFORMATION • IDENTIFY TRENDS • Determine what changes are occurring in the market • Identify realistic goals • Attracting and maintaining target market

  5. WAYS to use Marketing Information • Be SYSTEMATIC (organized) • Be PROACTIVE • seek and take advantage of opportunities • Collect accurate data CONSTANTLY • Keep up with changing needs of target market

  6. IMPACT of Marketing Information • Keep up with changing TRENDS • Better reach to the target market • Don’t waste money on ineffective advertising Trends in 2012

  7. TYPES OF MARKETING INFORMATION • PRIMARY DATA: • Original DATA or FACTS collected for a purpose • SPECTATORS and PARTICIPANTS major SOURCES of Primary Data • (ie: Concert attendees, Game attendees, Gym Members) • SECONDARY DATA: • Information and conclusions gathered from reviewing primary data • 2 Types: • INTERNAL • EXTERNAL

  8. INTERNAL DATA INFORMATION/RECORDS WITHIN ORGANIZATION • Request and Complaint Reports from customers • Lost Sales Reports (Returns, damages)

  9. EXTERNAL DATA • Information/Records Outside the organization • Identifies TARGET MARKET INFORMATION • GOVERNMENT SOURCES/ DEMOGRAPHIC RECORDS • POPULATION INFORMATION in certain geographic locations • Identify locations of certain target markets • Is there a large enough population in a certain area to support a sport team/event? • Internet External Data/ E-Marketers • CLICKSTREAM DATA • Tells e-marketers what web sites and advertisements internet-users see

  10. Quiz Preview • #13 What is the preferred way sports marketers collect primary data? • By selling third party mailing lists • By surveying customers • By reading trade journals • By reviewing government websites • #14 Sporting-goods businesses often gather marketing information to • identify trends • obtain licensing contracts • gain the respect of competitors • adjust credit ratings • #15 To learn about its target market's needs and wants, a professional soccer league should obtain information from its fans • before it implements organizational changes • only when there appears to be a problem • if ticket sales show short-term improvement • in a proactive and systematic manner • #6 Which of the following is NOT a way to use marketing information? • Monitor marketing performance • Improve understanding of marketing process • Identify marketing trends • Make decisions based on guesses

  11. Unit 2 Project Part 4 • As Marketing Coordinator of a host site for the NCAA tournament, it is your responsibility to acquire data and identify trends for your event. • Research and find data that supports trends for the NCAA Tournament: • Slide 9: How trends effect your goals • Identify trends for the tournament over the past 10 years or so. Is it gaining popularity? How has attendance been during your round? Are tickets selling during your round? • What are your goals for your venue as far as turn out and sales? Are they realistic based on the trends? • Who is your target market? How will you attract them to the venue/event? • Slide 10: Marketing Information • You are to gather primary data through a survey for your attendees. Provide 3 sample questions that would be on that survey. • You are to research secondary internal data. Use tickets sales from past NCAA Tournaments for your respective round. What information does it reveal? • You are to research secondary external data. Find demographic information about who specifically is coming to these tournament games (i.e. research reveals attendees were 60% Caucasian 30% African American 5% Hispanic and 5% other, 54% male, 46% female, 80% basketball lovers 10% tourists 5% on business 5% entertainment seeker). • Continue along with Unit 2 Project Part 3. Complete and submit to Edmodo by the end of class.

More Related