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 sportinggoods 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 sportinggoods 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.
B.
C.
D.
Before it implements organizational changes
Only when there appears to be a problem
If ticket sales show short-term improvement
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.
B.
C.
D.
Before it implements organizational changes
Only when there appears to be a problem
If ticket sales show short-term improvement
In a proactive & systematic manner
10. Sporting goods businesses often gather
marketing information to:
•
•
•
•
A.
B.
C.
D.
Identify trends
Obtain licensing contracts
Gain the respect of competitors
Adjust credit ratings
10. Sporting goods businesses often gather
marketing information to:
•
•
•
•
A.
B.
C.
D.
Identify trends
Obtain licensing contracts
Gain the respect of competitors
Adjust credit ratings
11. To know what websites and ads visitors
see, sports and event e-marketers would
check:
•
•
•
•
A.
B.
C.
D.
Text files
Direct delivery programs
Clickstream data
Internet service providers
11. To know what websites and ads visitors
see, sports and event e-marketers would
check:
•
•
•
•
A.
B.
C.
D.
Text files
Direct delivery programs
Clickstream data
Internet service providers
12. Which of the following is a secondary
source of sport/event information:
•
•
•
•
A.
B.
C.
D.
Personal interviews
Computerized surveys
Accounting records
Demographic reports
12. Which of the following is a secondary
source of sport/event information:
•
•
•
•
A.
B.
C.
D.
Personal interviews
Computerized surveys
Accounting records
Demographic reports
13. A sport/event organization that wants
to obtain information about the population
in a certain geographic location might use:
•
•
•
•
A.
B.
C.
D.
Government sources
Telephone surveys
Primary databases
Personal questionnaires
13. A sport/event organization that wants
to obtain information about the population
in a certain geographic location might use::
•
•
•
•
A.
B.
C.
D.
Government sources
Telephone surveys
Primary databases
Personal questionnaires