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PE – Acquire foundational knowledge of marketing information management to understand its nature & scope PI – Explain the need for sport/event marketing information. SEM1 2.03 A - Marketing information management.

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sem1 2 03 a marketing information management

PE – Acquire foundational knowledge of marketing information management to understand its nature & scope

PI – Explain the need for sport/event marketing information

SEM1 2.03A - Marketing information management

Marketing Information - data collected from internal or external sources or from marketing research

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

mim in sem
“MIM” in “Sem”
  • How to use MIM in SEM
    • determine potential customers
    • determine products & gauge interest
    • determine marketing opportunities
    • solve marketing problems
    • implement/measure effectiveness of marketing plans
    • monitor &improve marketing performance
    • make decisions about all marketing plans
    • identify trends to determine what changes are occurring in the marketplace
    • determine means to neutralize your competitors from gaining market share from you
mim in sem1

Additional uses of MIM

    • Be proactive with your customer base
      • Attract & maintain your target market by staying in touch with their ever-changing needs
    • Togetherness
      • Links the consumer, public and the marketer to provide better products and information to analyze your marketing efforts
    • Marketing mix
      • Improve your understanding of marketing as a process for your product
    • Competition
      • Beat them at their game!
“Mim” in “sem”
sport marketers should ask

Who consumes our product?

Who decides on the purchase?

Who consumes our competitors’ products?

What products compete with ours?

What products complement ours?

What are the key benefits sought by consumers?

When do consumers buy?

Why do consumers buy?

How do consumers consume our product?

sport marketers should ask?
what you can learn from data
What you can learn from data
  • General Market Data
    • Size of Market
    • Demographics
    • Purchase Behaviors
    • Future Trends
    • Spectatorship or Participation Level
  • Individual Consumer Data
    • Names and Numbers
    • Product Usage (Frequency)
    • Method of Payment
    • Pattern of Consumption

Example: If you want to encourage someone to purchase tickets to the Carolina Panthers you might use the data listed above to assist in your marketing plans…or look at current trends in the marketplace

sources of data
Sources of data
  • Primary Sources
    • Primary sources are original materials
  • Examples:
    • Interviews
    • Newspaper articles
    • Focus Groups
    • Polls & Surveys
    • Sampling
  • Secondary Sources
    • Information generated after reviewing primary data
    • Conclusions you make from primary data
  • Examples:
    • Reports
    • Summary
    • Recommendations
sources of data1
Sources of data
  • Internal

Within organization info

    • Sales Records
    • Accounting Records
    • Communication within the organization (Complaints/Praise)
  • External

Outside organization info

    • Census Reports
    • Public Libraries
    • State Agencies
    • Chamber of Commerce
types of data internal reports

Request and Complaint Reports -A record of customers and the product(s) that they requested, along with records of complaints made by customers.

Lost Sales Reports – returns, damages or refusals

Call Report - records of sales people’s meeting or contact with customers

Activity Report - reports requiring salespeople to provide details (such as number of calls made, new accounts opened, displays arranged, dealer sales meetings attended and so on) as a measure of their activity in a given sales period.

types of data - Internal reports
types of data external reports

All marketing information (internal & external) must be objective & accurate data collected in an organized & systematic manner

  • Types
    • Customer
    • Marketing mix
    • Business Environment
Types of data - External Reports
data customer information





Family size

Home ownership



How money is spent


Primary needs

Product purchases

Purchase frequency

Brand preferences

Information needs

Media preferences

Shopping behavior



Data - Customer Information
data marketing mix 4 p s
Data - Marketing Mix (4 P’s)

Data can be used to determine your Marketing Mix


  • Basic Product Type
  • Product Features
  • Good or Service
  • Packaging


  • Credit Choice
  • Discounts
  • Market


  • Distribution
  • Selling Locations


  • Promotion Methods
  • Promotion Timing
data business environment

Type of competition – direct/indirect/price

Competitors’ strengths & strategies - visit them to gain data - use mystery shopper

Economic conditions

Government policies

New technology

Consumer protection

Ethical issues

Tax policies

Proposed laws

International markets

Risk Management

Data - Business Environment
partner activity

Identify a current problem in sport or entertainment marketing.

Describe the types of marketing information that could be obtained to resolve the problem. (Identify if this information is primary or secondary sources and is it internal or external?)

Partner Activity
individual activity

Read and Review Data Do It LAP on my webpage. YOU are responsible for understanding this information!!!!!

You can complete the Total Recall questions on page 5 and the Gray Zone on page 4 for EXTRA CREDIT.