SEM I 2.05 & 2.06
MARKETING INFORMATION MANAGEMENT &
DECISION MAKING
INTERNET
• The Internet is a worldwide network of
computers that enables users to access
information and communicate with others.
Searching the Internet is one way that
sport/event organizations can obtain useful
marketing information because there is a vast
amount of information available online.
• The Internet is one type of media, although other
types are NOT good sources of marketing
information.
GOVERNMENT CENSUS
• The Internet can be a good info. source for sport/event
marketers. A league that considers locating an
expansion team in a specific area wants to look at
certain data, such as population, age ranges, and
business/economic indicators to determine if the area
residents and businesses would support a new team.
• Sources such as the govt. census or the local Chamber
of Commerce are reliable sources for this type of info.
CUSTOMER PROFILES
• Sales invoices usually contain a variety of
information about current and past customers
such as name, address, type of service purchased,
price, term of sales, etc. This information
provides businesses with a profile of customers
the businesses can use to more effectively market
their services.
• For example, if the sales invoices indicate that
most customers purchase services that are in a
certain price range, the business can focus on
developing and marketing that type of service.
ANALYZING PRODUCT PERFORMANCE
• A business's internal records contain a wealth of
marketing information that can be used for a
variety of purposes, such as analyzing
product performance.
Sales reports and accounts receivable reports
contain information about which products sold
well and which ones were returned frequently.
Businesses can use this marketing information to
analyze product performance and make changes
if necessary.
SALES REPORTS
• Businesses maintain and monitor sales records that
contain information related to the goods that a
business stocks and sells. This type of data helps a
business to analyze what types of products are selling
quickly and should be reordered to meet the wants
and needs of its target market.
• Businesses also use the information in sales reports to
identify slow-moving goods and make decisions about
lowering prices or conducting special sales. Businesses
often use marketing information to develop print
advertisements that will appeal to their customers.
COMMENT CARDS
• Comment cards are short versions of surveys that
are used to assess customer satisfaction levels
with goods and services. For example, restaurants
often place blank comment cards on dining tables
for customers to complete. The completed
comment cards are reviewed by management to
evaluate staff performance and food quality
levels and make decisions regarding business
operations and product line.
COMPETITOR’S PRICE LIST
• An effective database contains a variety of information
about competitors such as price lists. The more a
sport/event organization knows about its competitors,
the better able it is to compete.
• Knowing what competitors charge for goods and
services helps an organization to price its goods and
services. An organization uses this type of information
to set prices that are in the same range rather than too
high or too low.
COMPETITOR’S ADVERTISING MEDIA
• It is useful to maintain a database of competitor info. in order to
analyze that info. when making advertising decisions. One type of
info. involves the advertising media competitors use.
• For example, a competitor might advertise so heavily on local radio
it would NOT be effective to place competing ads on the radio.
• Or, a competitor might saturate the newspaper with advertising
during certain times so potential customers identify only with the
competitor. Maintaining information about the advertising media
will prevent using the same medium that is dominated by a
competitor.
SPECTATORS – PRIMARY MKTG. INFO.
• Spectators are the fans who attend sports events. They are
often a source of primary marketing info. because they are
the audience that the event is trying to reach.
• In many situations, spectators are asked to complete
questionnaires and provide info. about their perception of
the event, what they liked, and what they didn't like.
• This is primary info. because it is new info. collected from
spectators for the purpose at hand. Primary sport/event
marketing info. usually is NOT obtained from referees and
coaches.
CONCERT ATTENDEES – PRIMARY
MKTG. INFO.
• Primary marketing information is data (facts) that
are collected for a problem or project at hand. If a
rock band wants to know its fans' opinions about
a new album, the best source would be the fans
themselves.
• And because many of the fans probably attend
the band's concerts, conducting interviews and
distributing questionnaires are methods the
band can use to obtain the information it wants.
SURVEYING MEMBERS – PRIMARY
MKTG. INFO.
• Primary information is facts that are collected for the purpose at
hand. A swim and racquet club that wants to obtain opinions about
its facilities & services it would likely develop a survey for its
members to complete.
• The club can analyze the results of the survey, and make changes
to improve the quality of its facilities & services, if necessary.
• Industry publications, competitors' web sites, and promotional
literature are types of secondary information (NOT PRIMARY,
which may or may NOT provide the club with the desired
information.
.
REVIEW
14. Which of the following might a sport/event
organization search to obtain marketing information:
•
•
•
•
A.
B.
C.
D.
Foundations
Media
Newsletters
Internet
14. Which of the following might a sport/event
organization search to obtain marketing information:
•
•
•
•
A.
B.
C.
D.
Foundations
Media
Newsletters
Internet
15. A professional soccer league is considering
an expansion team in a certain city. What is the
best online secondary source to obtain current
demographic information about the location
•
•
•
•
A.
B.
C.
D.
Youth magazines
Government census
National news outlet
Sporting goods association
15. A professional soccer league is considering
an expansion team in a certain city. What is the
best online secondary source to obtain current
demographic information about the location
•
•
•
•
A.
B.
C.
D.
Youth magazines
Government census
National news outlet
Sporting goods association
16. What type of marketing information
might a business obtain by monitoring
sales invoices?
•
•
•
•
A.
B.
C.
D.
Service tactics
Profit margin
Sales territory
Customer profiles
16. What type of marketing information
might a business obtain by monitoring
sales invoices?
•
•
•
•
A. Service tactics
B. Profit margin
C. Sales territory
D. Customer profiles
17. Which of the following is a reason
why businesses should regularly monitor
their internal records that contain
marketing information:
•
•
•
•
A.
B.
C.
D.
To compile regulatory data
To review employment trends
To analyze product performance
To prioritize investment goals
17. Which of the following is a reason why
businesses should regularly monitor their
internal records that contain marketing
information:
•
•
•
•
A.
B.
C.
D.
To compile regulatory data
To review employment trends
To analyze product performance
To prioritize investment goals
18. What internal records do many
businesses monitor in order to obtain
useful marketing information?
•
•
•
•
A.
B.
C.
D.
Sales reports
Trade journals
Industry projects
Print advertisements
18. What internal records do many
businesses monitor in order to obtain
useful marketing information?
•
•
•
•
A.
B.
C.
D.
Sales reports
Trade journals
Industry projects
Print advertisements
19. Which of the following internal
records might a business use to analyze
information regarding customer
satisfaction levels:
•
•
•
•
A.
B.
C.
D.
Expense reports
Debit receipts
Credit reports
Comment cards
19. Which of the following internal
records might a business use to analyze
information regarding customer
satisfaction levels:
•
•
•
•
A.
B.
C.
D.
Expense reports
Debit receipts
Credit reports
Comment cards
20. What type of competitor information is it
important for sport/event organizations to
maintain in a database?
•
•
•
•
A.
B.
C.
D.
Consumption
Demographics
Market size
Price lists
20. What type of competitor information is it
important for sport/event organizations to
maintain in a database?
•
•
•
•
A.
B.
C.
D.
Consumption
Demographics
Market size
Price lists
21. A database of competitor information
often contains information about the
competitor's
•
•
•
•
A.
B.
C.
D.
budget structure.
Production techniques
advertising media.
creative strategy.
21. A database of competitor information
often contains information about the
competitor's
•
•
•
•
A.
B.
C.
D.
budget structure.
Production techniques
advertising media.
creative strategy.
22. One type of primary sport/event marketing
information is information that is obtained from:
•
•
•
•
A.
B.
C.
D.
managers.
referees.
coaches
spectators.
22. One type of primary sport/event marketing
information is information that is obtained from:
•
•
•
•
A.
B.
C.
D.
managers.
referees.
coaches
spectators.
23. Which of the following sources is the most
appropriate for obtaining primary mktg. info.
about fans’ opinions about a rock band’s new
album:
•
•
•
•
A.
B.
C.
D.
Concession vendors
Concert attendees
Event ushers
Facility managers
23. Which of the following sources is the most
appropriate for obtaining primary mktg. info.
about fans’ opinions about a rock band’s new
album:
•
•
•
•
A.
B.
C.
D.
Concession vendors
Concert attendees
Event ushers
Facility managers
24. One way for the WSC Swim and Racquet
Club to obtain primary information about the
quality of its facilities and the level of its services
is by
•
•
•
•
A.
B.
C.
D.
reading industry publications.
Surveying club members.
viewing competitors’ web sites.
collecting promotional literature.
24. One way for the WSC Swim and Racquet
Club to obtain primary information about the
quality of its facilities and the level of its services
is by
•
•
•
•
A.
B.
C.
D.
reading industry publications.
surveying club members.
viewing competitors’ web sites
collecting promotional literature.