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

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Presentation on theme: "2.03 Acquire foundational knowledge of marketing information management to understand its nature & scope."— Presentation transcript:

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

2 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 Trends in 2013

7 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

8 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

9 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/ E-Marketers CLICKSTREAM DATA Tells e-marketers what web sites and advertisements internet-users see


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