Question Answer 1. What should a business anticipate when developing a project? change 2. Which of the following is a secondary source of sport/event information? demographic reports 3. What type of competitor information is important for sport/event organizations to maintain in a database? price lists 4. What type of marketing information might a business obtain by monitoring sales invoices? customer profiles 5. Which of the following might a sport/event organization search to obtain marketing information? internet 6. Why is it important to think ahead about how you will monitor your project? to make sure the project's quality doesn't suffer 7. Professional sports teams benefit their surrounding community by attracting tourist dollars. 8. A characteristic of an event is that it is produced and consumed at the same time 9. A person responsible for matching up corporations with events that reach their target market has a career in sponsorship management 10. Which of the following statements regarding direct-mail marketing campaigns is true They should include a call to action. 11. When a telephone customer's order includes detailed information concerning the order, the salesperson should write down the information. 12 A primary reason that many colleges and universities sell the naming rights for their new football stadiums or basketball arenas is to help pay for construction expenses. 13. What might a sports organization offer a business to encourage that business to sponsor an event? naming rights 14. A primary reason that large businesses purchase the naming rights to a new sport/event facility is because it provides exclusivity and has potential to maximize exposure. 15. Athletes are often considered to be particularly effective promoting products related to their sport. 16. A celebrity's appearing in a commercial for a soft drink while wearing a certain brand of clothing and holding a certain brand of tennis racquet is an example of cross-promotion. 17. Mask Company set up a hospitality tent outside the Olympics arena. Its goal was to encourage patrons to view it as an Olympics sponsor even though it had not paid sponsorship fees. This is an example of ambush marketing 18. A good way for salespersons to prevent customer complaints is by accurately determining each customer's needs 19. What is often one of the first steps in processing an incoming telephone order? Obtaining customer's name 20. When creating tickets for a sport/event, organizations often embed special watermarks into the ticket design to discourage counterfeiting activities 21. Why do event organizers develop production schedules? To outline all of the activities needed to prepare for the event 22. Sporting-goods businesses often gather marketing information to identify trends 23. A sport/event organization that wants to obtain information about the population in a certain geographic location might use government sources 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 surveying club members Show
Presentation on theme: "MARKETING INFORMATION MANAGEMENT & DATA COLLECTION"— Presentation transcript: 1 MARKETING INFORMATION MANAGEMENT & DATA COLLECTION 2 COLLECTING MARKETING INFORMATION
3 WEIGHING MARKET’S OPINIONS
4 IDENTIFYING TRENDS Marketing information helps a sporting-goods business make decisions about its marketing efforts. A trend is a general direction in which people and events are moving. Sporting-goods businesses identify trends to determine what changes are occurring in the market. For example, if trends indicate more people
are participating in biking, then the sporting-goods business might decide to add bicycles and biking accessories to its product mix. Marketing information might help a sporting-goods business determine ways it can take action to neutralize its competitors or keep them from gaining market share. 5 IDENTIFYING TRENDS
Marketing information might help a sporting-goods business determine ways it can take action to neutralize its competitors or keep them from gaining market share. 6 CLICKSTREAM DATA Clickstream data provide info. about what web sites are accessed, thereby telling e-marketers what advertisements viewers have seen.
Clickstream data are stored in cookies on the viewers' hard drives. 7 DEMOGRAPHIC REPORTS Secondary information is information that has been collected by others for purposes other than the project at hand. There are many types of secondary information available that are useful to the sport/event industry.
One type includes demographic reports which indicate population data as well as the physical and social characteristics of the population. The sport/event industry uses this information to identify locations of target markets. Computerized surveys, accounting records, and personal interviews are sources of primary information often collected by the industry.
8 GOVERNMENT REPORTS Government reports and documents are often an excellent source of secondary information, which is information that has already been collected by others. Information about the population in certain geographic locations is the type of information that governments usually collect. This type of secondary information will
help a sport/event organization decide if there is a large enough population in a certain area to support a sport team or a sport event. Telephone surveys and personal questionnaires are methods of obtaining primary info. that might be stored in databases. 9 REVIEW
10 9. To learn about the target market’s needs/wants, a pro soccer league should obtain info. from its fan: A. Before it implements organizational
changes B. Only when there appears to be a problem C. If ticket sales show short-term improvement D. In a proactive & systematic manner
11 9. To learn about the target market’s needs/wants, a pro soccer league should obtain info. from its fan: A. Before it implements organizational
changes B. Only when there appears to be a problem C. If ticket sales show short-term improvement D. In a proactive & systematic manner 12 10. Sporting goods businesses often gather
marketing information to: 13 10. Sporting goods businesses
often gather marketing information to:
14 11. To know what websites and ads visitors see, sports and event e-marketers would check: 15 11. To know what websites and ads visitors see, sports and event e-marketers would check: 16 12. Which of the following is a secondary source of sport/event information: 17 12. Which of the following is a secondary source of sport/event
information:
18 13. A sport/event organization that wants to obtain information about the population in a certain geographic location might
use: A. Government sources B. Telephone surveys C. Primary databases D. Personal questionnaires
19 13. A sport/event organization that wants to obtain information about the population in a certain geographic location might
use:: A. Government sources B. Telephone surveys C. Primary databases D. Personal questionnaires What type of marketing information might a business?There are three primary types of marketing information marketers use to gain insights that will contribute to wise marketing choices: internal data, competitive intelligence, and marketing research.
What type of competitor information is important for sport event?SEMI Unit 2.03-2.06. Which is the first step that a business should take when collecting marketing?Step 1: Research Your Ideal Customer/Audience
Identify the needs they have that you can address. After you get a good idea of your typical customers, create marketing personas to represent them. Marketing personas are fictional customers representing the main groups your customers fall into.
Why do sports events need external data?With richer data, sports teams can know who was at the game, their in-stadium purchase history, and where they moved within the stadium. Having this specific information will enable more focused sponsor targeting and authentic engagement both inside and outside the stadium.
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Sporting goods businesses often gather marketing information to accomplish which action?
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