SEM I 2.03 & 2.04

MARKETING INFORMATION MANAGEMENT & DATA COLLECTION

COLLECTING MARKETING INFORMATION

• Marketing information is the marketing-related data (internal and external) the sport/event organization acquires/uses to make marketing decisions. These decisions involve attracting/maintaining the organization's various target markets and fan bases.

• To make sound marketing decisions, the organization needs to collect objective and accurate data in a systematic (organized) way. A proactive organization—one that seeks and takes advantage of opportunities—will collect and analyze information on a continuous basis, so it can keep up with the target market's ever-changing needs and wants.

WEIGHING MARKET’S OPINIONS

• The sport/event organization may collect and use information for many reasons, some of which include solving problems, determining short-term effectiveness of promotional efforts, and weighing the market's opinions before making certain changes.

IDENTIFYING TRENDS

• Marketing information helps a sporting-goods business make decisions about its marketing efforts. A trend is a general direction in which people and events are moving. Sporting-goods businesses identify trends to determine what changes are occurring in the market.

• For example, if trends indicate more people are participating in biking, then the sporting-goods business might decide to add bicycles and biking accessories to its product mix. Marketing information might help a sporting-goods business determine ways it can take action to neutralize its competitors or keep them from gaining market share.

IDENTIFYING TRENDS

• Marketing information might help a sporting-goods business determine ways it can take action to neutralize its competitors or keep them from gaining market share.

CLICKSTREAM DATA

• Clickstream data provide info. about what web sites are accessed, thereby telling e-marketers what advertisements viewers have seen. Clickstream data are stored in cookies on the viewers' hard drives.

DEMOGRAPHIC REPORTS

• Secondary information is information that has been collected by others for purposes other than the project at hand. There are many types of secondary information available that are useful to the sport/event industry.

• One type includes demographic reports which indicate population data as well as the physical and social characteristics of the population. The sport/event industry uses this information to identify locations of target markets. Computerized surveys, accounting records, and personal interviews are sources of primary information often collected by the industry.

GOVERNMENT REPORTS

Government reports and documents are often an excellent source of secondary information, which is information that has already been collected by others. Information about the population in certain geographic locations is the type of information that governments usually collect. This type of secondary information will help a sport/event organization decide if there is a large enough population in a certain area to support a sport team or a sport event.

Telephone surveys and personal questionnaires are methods of obtaining primary info. that might be stored in databases.

REVIEW

9. To learn about the target market’s needs/wants, a pro soccer league should obtain info. from its fan:

• A. Before it implements organizational changes• B. Only when there appears to be a problem• C. If ticket sales show short-term improvement• D. In a proactive & systematic manner

9. To learn about the target market’s needs/wants, a pro soccer league should obtain info. from its fan:

• A. Before it implements organizational changes• B. Only when there appears to be a problem• C. If ticket sales show short-term improvement• D. In a proactive & systematic manner

10. Sporting goods businesses often gather marketing information to:

• A. Identify trends• B. Obtain licensing contracts• C. Gain the respect of competitors• D. Adjust credit ratings

10. Sporting goods businesses often gather marketing information to:

• A. Identify trends• B. Obtain licensing contracts• C. Gain the respect of competitors• D. Adjust credit ratings

11. To know what websites and ads visitors see, sports and event e-marketers would check:

• A. Text files• B. Direct delivery programs• C. Clickstream data• D. Internet service providers

11. To know what websites and ads visitors see, sports and event e-marketers would check:

• A. Text files• B. Direct delivery programs• C. Clickstream data• D. Internet service providers

12. Which of the following is a secondary source of sport/event information:

• A. Personal interviews• B. Computerized surveys• C. Accounting records• D. Demographic reports

12. Which of the following is a secondary source of sport/event information:

• A. Personal interviews• B. Computerized surveys• C. Accounting records• D. Demographic reports

13. A sport/event organization that wants to obtain information about the population in a certain geographic location might use:

• A. Government sources• B. Telephone surveys• C. Primary databases• D. Personal questionnaires

13. A sport/event organization that wants to obtain information about the population in a certain geographic location might use::

• A. Government sources• B. Telephone surveys• C. Primary databases• D. Personal questionnaires