TOPIC
ESSENTIAL
QUESTION
Sports Marketing
Understanding Marketing Research
How can I make good decisions?
DATE
NAME
AIM:
Do Now 1:
MKTG8175.048 Explain SER product, SER service, and product planning
MKTG8175.049 Explain product life cycle
MKTG8175.050 Describe the role of market research in product development
MKTG8175.051 Explain the role of product positioning
English 10.4 The student will read and interpret a variety of informational materials
English 11.4 The student will read and analyze a variety of informational materials
English 12.4 The student will read and analyze a variety of informational materials including resources
Math PS.8 The student will describe the methods of data collection is a census, sample survey, experiment, and
observational study and identify an appropriate method of solution for a given problem setting.
Math PS.9 The student will plan and conduct a survey. The plan will address sampling techniques and methods
to reduce bias.
Marketing Research PreAssessment score __________
New Product Development PreAssessment score __________
Do Now 2:
Read the article Never Trust the Experts.
Remember these the next time someone says your idea won't work.
1. I think there is a world market for…
2. there is no reason anyone would want...
3. this telephone has too many shortcomings to be seriously considered as a means of
communication device is inherently...
4. the concept of Fed ex is interesting and well formed, but in order to earn better than a
CE. The idea must be...
5. the concept of a Post-it note, if I had thought about it I wouldn't have done the
experiment the literature was full of examples that said... you can't do this
6. everything that can be invented...
read the Did You Know section
UPS was founded by Jim Casey. He was...
TERMS/TOPICS
DEFINITIONS/DETAILS
CLASS LECTURE & DISCUSSION – NEW PRODUCT DEVELOPMENT
Product item
A specific good service or idea
ex.
Product line
A group of products closely related
ex.
Product mix
All product lines in a company
ex.
SKU
Stock keeping unit
ex.
Durable goods
Last more than 1 use
ex.
Non-durable goods
Last one or very few uses
ex.
Consumer goods
Used by the ultimate consumer
ex.

Convenience goods
Purchase frequently w/ little effort
ex.

Shopping goods
Compare several alternatives
ex.

Specialty goods
Make a special effort to research
ex.

Unsought goods
Doesn’t know about or initially want
ex.
Industrial goods
Used in production of products
ex.
Production goods
Items used to make final product
ex.
Support goods
Items used in support of production
ex.
Product life cycle
Sales over time in a product lifecycle
1. Introduction
Slow sales, high prices, few choices
ex.
2. Growth
Sales increase, price lowers, more choices
ex.
3. Maturity
Sales level off, price levels off, generic choices
ex.
4. Decline
Sales drop off, price decreases, limited choices
ex.
Product development process
1. Idea generation
2. Analysis
3. Create Prototype
Reasons new products fail
1. no significant point of difference 2. poor craftsmanship
Consumer Electronics Show
List some of the ideas that you like:
4. Test Market
3. small market
5. Sell
Product Planning Web
___Service___
____Product______
___Non-Durable__
___Durable_______
Consumer Goods
Industrial Goods
1.
2.
3.
4.
1.
2.
Product Life Cycle
3. Maturity
SALES
2. Growth
4. Decline
1. Intro
TIME
Product Development Process
1.
2.
3.
4.
5.
Reasons New Products Fail
#1.
2.
3.
TERMS/TOPICS
DEFINITIONS/DETAILS
6.1 The Research Process – Pages 122-125
The goal of the marketing concept is
To satisfy the customers’ needs and wants
Market research is the process of
Systematically collecting, recording, analyzing, and presenting data related to
goods and services.
5 Steps for market research
1. Identify the problem
2. Conduct secondary research
3. Select and design primary research
4. Collect data
5. Report and analyze data
Secondary research is
Published data that have been collected for some other purpose.
Examples of secondary research
1. Sells sports-related information
companies:
2. Provides research on television viewing habits
1. American Sports Marketing
2. A.C. Nielson
Where can you get US government
www.census.gov
research?
Secondary research is conducted
Before primary research because secondary data may actually answer all or part
of the research problem or question.
Primary research is conducted
For a specific marketing situation
Experiments let you
Draw conclusions from the interaction of variables
6.1 The Research Process – Pages 125 – 130
The observation method is a
Research technique that involves watching actual behavior and recording it.
The survey method involves
Asking questions of a participant in a study.
Questionnaires are
Written surveys that can be administered in person, by telephone, fax, mail, or
online.
A census is a
Study that counts everyone in the research population.
A sample is a
Number of people who are representative of a study’s population.
Data mining is a
Process of collecting data from one or more existing databases and looking for
relationships among the data.
13.1 Targeting Entertainment Markets –Pages 292 – 296
The entertainment marketer’s goal
Understand the target market’s needs and tailor the product and the message to that
is to
market.
Psychographics are the studies of
Consumers based on their attitudes, interests, and opinions.
In the entertainment industry,
Important when marketers want to know who is watching, attending, listening to,
researching demographic
reading, or buying their merchandise.
information is
The Nielson ratings determine
Which demographic groups are watching particular shows.
Teens and young adults with part-
Make up a demographic and psychographic group with discretionary income.
time jobs
Product testing is
Assessment of a product to see if it works, meets industry standards for safety, and
is user-friendly.
A trend is
A pattern, habit, or tendency following a general course.
13.2 Research Methods – Pages 297 - 305
Qualitative research is data
That measures qualities, such as people’s reactions or perceptions.
Quantitative research is data
Expressed as amount in numbers, such as the number of people visit a stadium.
A respondent is a
Consumer who participated in personal interactive interviews or other research
methods.
A focus group is
Made up of consumers brought together in a controlled environment to discuss or
try products or services.
A mall intercept is
A market research interview conducted in a public space, such as a mall.
A survey is
A questionnaire or series of questions designed to collect specific information.
Statistics are a
Collection of numerical data that can be compared, analyzed, and interpreted.
Observational research is
A method of collecting data by observing respondents in contrived or natural
settings.
A traffic count is
A measure of how many people stop or do not stop to look at and ad or store
display.
A mystery shopper is
A market researcher who poses as a shopper to observe how consumers and
retailers behave in a shopping situation.
Ethnography is
The study of social and cultural behavior and habits.
New Sports & Entertainment Products
Webquest PowerPoint
 Look online to find 15 new SER products
(try the website: http://www.sportsproductreview.com/ )
 Rate the products
 Create a Power Point the info below
 (include a picture of each product)
New
Product
Idea
1.
2.
3.
4.
5.
6.
7.
8.
9.
10.
11.
12.
13.
14.
15.
If
YOU WERE
a member of
management
for this
company,
would YOU
recommend
production
of this new
product?
If
YOU ARE
a member
of the
target
market for
this product,
would
YOU buy
this
product?
(yes or no)
(yes or no)
What do you like about this
product?
RATE
THEM
IN
ORDER
(1 best)