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2.05. Collect secondary marketing data to ensure accuracy and adequacy of information for decision-making. Search the Internet for sport/event marketing information . INTERNET: IMPORTANT SOURCE of S econdary Marketing Information.

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2 05

2.05

Collect secondary marketing data to ensure accuracy and adequacy of information for decision-making



Internet important source of s econdary marketing information
INTERNET: IMPORTANT SOURCE of Secondary Marketing Information

Main way that SEM organizations obtain useful marketing information (MI)

Vast amount of information available online relating to SEM.


Internet databases for sem
INTERNET DATABASES for SEM

  • Government Census: www.census.gov

    • Demographic Information (Population, age ranges, salaries)

      • Example: League’s expansion team in a specific area wants to look at DEMOGRAPHICS to see if team will be successful

  • Local Chamber of Commerce Website

    • Demographic Information and Business Information

  • Sports Business Research Network: www.sbrnet.com


Internet service providers for sem
INTERNET SERVICE PROVIDERS for SEM

Online Trade Magazines

Advertising Agencies

Licensors and Licensees

Search Engines


Use of internet for sem
Use of Internet for SEM

  • If starting a new team, business or franchise:

    • Demographic Information (Government Census)

      • Does it represent Target Market?

    • Local Business Information (Chamber of Commerce)

      • Will local businesses be supportive? (Sponsorships)


Internet strengths and weaknesses
Internet STRENGTHS AND WEAKNESSES

STRENGTHS

WEAKNESSES

  • Too much information

  • Not always accurate

  • Many times information is bias

  • Information is current/updated often

  • Paperless Research Texts

  • Low to no cost

  • Search Engines

  • VAST


Describe steps for developing a search strategy
Describe steps for developing a search strategy.

1. WHAT are we looking for

2. WHEREcan the information be found

  • Specific databases, News media, etc.

    3. HOWto extract the information

  • Identify search terms

  • Organize and rank findings

    4. HOW WELL: search process accuracy


Assignment
Assignment

In your group you will do the following:

  • Pick on of the following:

    • New Soccer League Expansion Team

    • 2016 Olympics (Cannot be Brazil)

  • Identify your target market using the following demographics:

    • Age range, % Male/Female

  • Locate the best country (other than USA) for your team/event based on which represents the most percentage of your target market.

  • Explain why you chose this country- may also include cultural reasons (example: “This country has many sports fans based on current team/event popularity”)


2 05

  • Locate the U.S. Census Bureau’s Web site. Find the following information about Mecklenburg County:

  • Population

  • Average family size

  • Average income

  • Estimated average age of population

  • Average educational level

  • Total Retail Sales per capita

  • Total Accommodation and Food Services Sales


2 05

  • Using YellowBook.com, find the following information about Mecklenburg County:

  • Number of Restaurants

  • Number of Retail Stores

  • Number of Gas Stations

  • Number of Doctors Offices

  • Now answer the following questions:

  • What type of business might be successful in your community?

  • How does your research support your recommendation?

  • Include any additional facts from the websites to support your decision.



Techniques for monitoring internal r ecords
TECHNIQUES FOR MONITORING Mecklenburg County:Internal Records

  • Internal Records:

    • Personal company Information not often public

  • Monitoring Internal Records:

    • Accurate

    • Regularly Monitored


Guidelines for monitoring internal r ecords
GUIDELINES FOR MONITORING Mecklenburg County:Internal Records

  • WHAT records to monitor:

    • SALES INVOICES: Records with CUSTOMER PROFILES

      • Identify Target Markets

    • SALES REPORTS and ACCOUNTS RECEIVABLE REPORTS

      • MI about the goods that a business sells

        • Analyzes which products sold well and which did not

    • COMMENT CARDS for CUSTOMER SATISFACTION

  • Who monitors: Accountants and Marketing Managers

  • How Often to monitor: REGULARILY

    • Analyze product performance


Procedures for monitoring internal r ecords
PROCEDURES FOR MONITORING Mecklenburg County:Internal Records

Keep ACCURATE records

Identify what records to monitor

Assign WHO will monitor

Decide HOW OFTEN to monitor

Evaluate records

Make decisions


Maintain a database of competitor information
Maintain a database of Mecklenburg County:competitor information


Competitor database
Competitor Database Mecklenburg County:

  • Ways to use:

    • Gather information about competitors

    • COMPETITIVE pricing

    • ADVERTISING decisions

  • Components that need to be maintained:

    • PRICE LISTS:

      • Know what competitors charge for products

      • Helps organization to price its products COMPETITIVELY

    • ADVERTISING MEDIA used by competitors:

      • Prevent using the same media dominated by a competitor

        • Newspapers, radio stations, etc.


Steps in maintaining competitor database
STEPS IN MAINTAINING Mecklenburg County:Competitor Database

“Four C’s”

  • COLLECT the information

  • CONVERT information into intelligence

    • Make it useful to your business (pricing, advertising, etc.)

  • COMMUNICATE the intelligence

  • COUNTER competitor actions

    = BE COMPETITIVE


2 05

  • You are in the second year of a new football franchise. You must make the following decisions for your team with the information given: OBJECTIVE is to be COMPETITIVE with your competitor and also CREATE BRAND EQUITY through CUSTOMER SATISFACTION.

  • Two advertising media examples

  • Pricing for Jersey (Men, Women, Kid)

  • Address strengths and weaknesses (What are you going to do to create brand equity for your fans?)


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