1. IMPORTANT QUESTIONS

2. Goals Explain the importance of learning from customers.
MARKETING RESEARCH
Goals
Explain the importance of learning from customers.
Discuss sports marketing strategies.
Discuss entertainment marketing strategies.

3. Terms
marketing plan
interpretation
applied research
touchpoints

4. Feasibility Study General description of the business
1. Legal aspects (to be in line with the law and regulation)
2. Social aspects (to be in line with the social environment)
3. Management aspects (capability of the owner and top managers and general methods of managing the business project)
4. Technical aspects (timing, location, capacity, tools, production methods, technology, input, employees, etc.)
5. Market aspects (market structure, competitors, market target, market share, advertisement, projected sales)
6. Financial aspects (funding, fund allocation, projected balance sheet + income statement + cash flow, Net Present Value, IRR, BCR, etc)
7 General Conclusion

5. DATA-DRIVEN DECISIONS
marketing plan
a document that describes the tactics and strategies that will be used to market the product or service

6. Interpretation interpretation Raw Data
explaining the information so that it has meaning
drawing conclusions that relate to the defined marketing research problem
Raw Data
the facts and recorded measures that have been gathered

7. Applied Research applied research touchpoints
conducted to solve specific problems
touchpoints
the points at which the business makes contact with the customers
web site visits s
phone calls
advertisements
one-on-one sales pitches

8. DATA to INTERPRETATION
Pepsi-Cola Company used target market analysis to broaden the audience for Mountain Dew. Mountain Dew's extreme-sports image made its penetration into the urban youth low.
Experts in target marketing developed an ad campaign targeting urban youth that featured hip-hop music artist Busta Rhymes in a variety of extreme-sports antics and role-playing characterizations. The campaign was a hit, and sales increased in inner-city markets.
With your PARTNER…
What DATA did they USE?
What CONCLUSION was made due to the INTERPRETATION of the DATA?
SALES
Sales were low in urban areas

9. The Marketing Research Process
Set objectives
Define research Problem
Assess the value of the research
Specify data collection method
Specify techniques of measurement
Data collection
Analysis of results
Future Actions
Group Sales by Pop. Density
Looking for NEW Sales potential
Sales are sluggish
More Revenue
Get Reports from Stores
Sales are low in urban areas
Hire spokesperson to relate with new target

10. “The whole firm, taken from the customer’s point of view.”
With your PARTNER…
Explain what Peter Drucker’s definition of marketing means.

11. OLD WAY
CUSTOMER FOCUSED
NEW WAY
COMPANY FOCUSED

12. Fans Rule Competition for fans is fierce.
Adidas and Nike have different tactics and strategies to compete for soccer fans.
Adidas provides soccer balls for the World Cup and promotes customizable soccer cleats.
Nike is filling a niche for street-ready soccer (team t-shirts) merchandise and is sponsoring a number of major international soccer teams.

13. SPORTS MARKETING STRATEGIES
Fans are necessary for the longevity of a team.
Using research to form the right tactics to attract fans is a challenge for teams.
Favre Jerseys
Dollar Dog Nights
Free giveaways for the 1st 200 fans
Free tickets (Rays)
Dog at the park night
09’ THE YEAR OF THE FARVE

14. What drives professional sports teams’ marketing plans?
IN YOUR NOTEBOOK… write at least 5 sentences that explain why.
Think
Stadiums
Online
Sporting Goods Stores

15. WHAT ABOUT ENTERTAINMENT MARKETING STRATEGIES
Determining the new tactic first and then figuring the strategies that will drive sales is the key.

17. Concert Pricing Strategies
Indoor concerts are more economical to produce than outdoor concerts.
A smaller indoor concert may be more profitable than a larger outdoor concert.
WHY??? 3 reasons
Higher Prices per Ticket
Less Staff/ Security Needed
More Expensive Concessions
Less Equipment Needed (Sound Producing)

18. Marketing Research Techniques
Interviews
face-to-face
telephone
postal questionnaire
Attitude measurement
cognitive component (know/believe about an act/object)  Vacation at the Jersey Shore
affective component (emotion about an act/object)  I Am Legend
conative component (measured in terms of likelihood to buy)
Most Expensive?
Honesty?

19. Marketing Research Techniques
Likert scale
strongly agree
agree
neither agree nor disagree
disagree
strongly disagree
Semantic differential scales
differences between words
Ex. practical v impractical
On a Scale from 1-5; How do you feel about the product?

20. Marketing Research Techniques
Focus group
Postal research questionnaires
Observation
home audit
direct observation
In-store testing
REAL WORLD EXAMPLE
(Kind of)

21. TEST MONDAY!!! 1/10