Marketing Information Management

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Presentation transcript:

Marketing Information Management 2.03 Marketing Information Management

Marketing Information marketing-related data (internal and external) that the sport/event organization acquires and uses to make marketing decisions Marketing information should be collected in a systematic and proactive manner Businessdictionary.com

Fact: event known to have happened, validated Terms Fact: event known to have happened, validated Estimates: prediction of a quantity based on experience or prior facts Predictions: estimated guess regarding future events Relationship: connection between variables Marketing Information: data used to execute marketing strategy Businessdictionary.com

Types of Marketing Information Internal records: sales, costs, customer service Marketing intelligence: everyday information about developments in environment Marketing research: links consumer, customer and public to marketer through information Kotler, Armstrong: p 95-98

Ways to Use Marketing Info Identify/define marketing opportunities & trends Generate/evaluate marketing actions Monitor marketing performance Improve understanding of marketing process Kotler/Armstrong, p99