COURSE CONTENT 2.03 - Acquire foundational knowledge of marketing information management to understand its nature & scope

  • Explain the need for sport/event marketing information
  1. Vocabulary
  2. Marketing Information - data collected from internal or external sources or from marketing research
  3. Facts - something that actually exists; reality; truth
  4. Estimates - an approximate judgment or careful calculation about the impact of a product
  5. Predictions - a forecast of something to happen
  6. Relationships – What happens to products, estimates or predictions based on changes
  7. How to use MIM in SEM
  8. determine potential customers
  9. determine products & gauge interest
  10. determine marketing opportunities
  11. solve marketing problems
  12. implement/measure effectiveness of marketing plans
  13. monitor & improve marketing performance
  14. make decisions about all marketing plans
  15. identify trends to determine what changes are occurring in the marketplace
  16. determine means to neutralize your competitors from gaining market share from you
  17. Additional uses of MIM
  18. Be proactive with your customer base
  19. Attract & maintain your target market by staying in touch with their ever-changing needs
  20. Togetherness
  21. Links the consumer, public and the marketer to provide better products and information to analyze your marketing efforts
  22. Marketing mix
  23. Improve your understanding of marketing as a process for your product
  24. Competition
  25. Beat them at their game!
  26. Sport Marketers should ask?

  1. Who consumes our product?
  2. Who decides on the purchase?
  3. Who consumes our competitors’ products?
  4. What products compete with ours?
  5. What products complement ours?
  6. What are the key benefits sought by consumers?
  7. When do consumers buy?
  8. Why do consumers buy?
  9. How do consumers consume our product?

  1. What you can learn from Data
  2. General Market Data
  3. Size of Market
  4. Demographics
  5. Purchase Behaviors
  6. Future Trends
  7. Spectatorship or Participation Level
  8. Individual Consumer Data
  9. Names and Numbers
  10. Product Usage (Frequency)
  11. Method of Payment
  12. Pattern of Consumption
  13. Sources of Data
  14. Primary Sources
  15. Primary sources are original materials
  16. Examples:
  17. Interviews
  18. Newspaper articles
  19. Focus Groups
  20. Polls & Surveys
  21. Sampling
  22. Secondary Sources
  23. Information generated after reviewing primary data
  24. Conclusions you make from primary data
  25. Examples:
  26. Reports
  27. Summary
  28. Recommendations
  29. Internal
  30. Within organization info
  31. Examples:
  32. Sales Records
  33. Accounting Records
  34. External
  35. Outside organization info
  36. Examples:
  37. Census Reports
  38. Public Libraries
  39. State Agencies
  40. Chamber of Commerce
  41. Types of Data:
  42. Internal Reports
  43. Request and Complaint Reports - A record of customers and the product(s) that they requested, along with records of complaints made by customers.
  44. Lost Sales Reports – returns, damages or refusals
  45. Call Report - records of sales people’s meeting or contact with customers
  46. 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.
  47. External Reports
  48. All marketing information (internal & external) must be objective & accurate data collected in an organized & systematic manner
  49. Types
  50. Customer
  51. Marketing mix
  52. Business Environment
  53. Data – Customer Information

  1. Age
  2. Gender
  3. Income
  4. Education
  5. Family size
  6. Home ownership
  7. Address
  8. Occupation
  9. How money is spent
  10. Attitudes
  11. Primary needs
  12. Product purchases
  13. Purchase frequency
  14. Brand preferences
  15. Information needs
  16. Media preferences
  17. Shopping behavior
  18. Feedback
  19. Expectations

  1. Data – MarketingMix (4 P’s)
  2. Data can be used to determine your Marketing Mix
  3. Product
  4. Basic Product Type
  5. Product Features
  6. Good or Service
  7. Packaging
  8. Price
  9. Credit Choice
  10. Discounts
  11. Market
  12. Place
  13. Distribution
  14. Selling Locations
  15. Promotion
  16. Promotion Methods
  17. Promotion Timing
  18. Data – Business Environment

  1. Type of competition – direct/indirect/price
  2. Competitors’ strengths & strategies - visit them to gain data - use mystery shopper
  3. Economic conditions
  4. Government policies
  5. New technology
  6. Consumer protection
  7. Ethical issues
  8. Tax policies
  9. Proposed laws
  10. International markets
  11. Risk Management