1. 2.03
Acquire foundational knowledge of marketing information management to understand its nature & scope

2. 2.03 Explain the need for sport/event marketing information

3. VOCABULARY
Marketing Information - data collected from internal or external sources to help make marketing decisions
Facts - something that actually exists; reality; truth
Estimates - an approximate judgment or careful calculation about the impact of a product
Predictions - a forecast of something to happen
Relationships – What happens to products, estimates or predictions based on changes

4. USES OF MARKETING INFORMATION
IDENTIFY TRENDS
Determine what changes are occurring in the market
Identify realistic goals
Attracting and maintaining target market

5. WAYS to use Marketing Information
Be SYSTEMATIC (organized)
Be PROACTIVE
seek and take advantage of opportunities
Collect accurate data CONSTANTLY
Keep up with changing needs of target market

6. IMPACT of Marketing Information
Keep up with changing TRENDS
Better reach to the target market
Don’t waste money on ineffective advertising

7. 2014 Trend Forecaster https://www.youtube.com/watch?v=VkdFx5JzRic 2015

8. TYPES OF MARKETING INFORMATION
PRIMARY DATA:
Original DATA or FACTS collected for a purpose
SPECTATORS and PARTICIPANTS major SOURCES of Primary Data
(ie: Concert attendees, Game attendees, Gym Members)
SECONDARY DATA:
Information and conclusions gathered from reviewing primary data
2 Types:
INTERNAL
EXTERNAL

9. INFORMATION/RECORDS WITHIN ORGANIZATION
INTERNAL DATA
INFORMATION/RECORDS WITHIN ORGANIZATION
Request and Complaint Reports from customers
Lost Sales Reports (Returns, damages)
Advantages
Disadvantages
Saves money
Easily accessed
Doesn’t acknowledge market
Might not be up-to-date

10. EXTERNAL DATA Information/Records Outside the organization
Identifies TARGET MARKET INFORMATION
GOVERNMENT SOURCES/ DEMOGRAPHIC RECORDS
POPULATION INFORMATION in certain geographic locations
Identify locations of certain target markets
Is there a large enough population in a certain area to support a sport team/event?
Internet External Data
CLICKSTREAM DATA
Tells e-marketers what web sites and advertisements internet-users see

11. Answer Questions from “It’s a Hit Case Study” (notes) & NYC Research (Slide 12) on a separate sheet of paper.

12. NYC- RESEARCH
There are 5 boroughs that make up NYC. NYC has 2 baseball teams and 2 stadiums.
Name the 5 boroughs.
Name the teams and the stadiums.
Determine the location of each of the stadiums and population.
Does where people live make a difference in which of the 2 baseball teams they support?
How do the 2 teams know which residents are their fans?

13. Where’d You Get That Info?
Use ”Data do it” notes (linked on my web page) and this power point to help answer questions.
Where’d You Get That Info?
Salespeople
Customers
Competitors
Supplier/manufacturer
News & trade Journals (industry magazines)

14. Qualitative Data Deals with descriptions.
Data can be observed but not measured.
Colors, textures, smells, tastes, appearance, beauty, etc.
Qualitative → Quality

15. Quantitative Data Deals with numbers. Data which can be measured.
Length, height, area, volume, weight, speed, time, temperature, humidity, sound levels, cost, members, ages, etc.
Quantitative → Quantity