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

• 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

USES OF MARKETING INFORMATION

• IDENTIFY TRENDS

– Determine what changes are occurring in the

market

• Identify realistic goals

• Attracting and maintaining target market

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

IMPACT of Marketing Information

• Keep up with changing TRENDS

• Better reach to the target market

• Don’t waste money on ineffective advertising

Trends in 2013

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

INTERNAL DATA

INFORMATION/RECORDS WITHIN ORGANIZATION– Request and Complaint Reports from customers– Lost Sales Reports (Returns, damages)

Advantages Disadvantages• Saves money• Easily accessed

•Doesn’t acknowledge market•Might not be up-to-date

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

Data - Marketing Mix (4 P’s)Data can be used to determine

your Marketing MixProduct• Basic Product Type• Product Features• Good or Service• PackagingPrice• Credit Choice• Discounts• MarketPlace• Distribution• Selling LocationsPromotion• Promotion Methods• Promotion Timing

Data - Customer Information• Age• Gender• Income• Education• Family size• Home

ownership• Address• Occupation• How money is

spent• Attitudes• Primary needs• Product

purchases• Purchase

frequency• Brand

preferences• Information

needs• Media

preferences• Shopping

behavior• Feedback• Expectations

“You Do”

You are the Assistant Media Relations Director for your favorite University. This Saturday, your school will host the your rival for a game at 3:30pm

on ESPNU.

Your job is to prepare the pre-game notes on each team. These notes are given to the coaches, local newspapers, TV (ESPN), radio and are made

available on the athletic website.

Collect internal data (from your school) and external data (from your rival) relevant to this weekend’s game and prepare the game notes. Your

game notes should be at least 2 full pages.

Feel free to use a template in Publisher to create a more attractive format.