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2.05. Collect secondary marketing data to ensure accuracy and adequacy of information for decision-making. Search the Internet for sport/event marketing information. INTERNET: IMPORTANT SOURCE of S econdary Marketing Info. INTERNET DATABASES for SEM MI.

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2.05

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  1. 2.05 Collect secondary marketing data to ensure accuracy and adequacy of information for decision-making

  2. Search the Internet for sport/event marketing information

  3. INTERNET: IMPORTANT SOURCE of Secondary Marketing Info

  4. INTERNET DATABASES for SEM MI • Government Census: www.census.gov • Demographic Information (Population, age ranges, salaries) • Example: League’s expansion team in a specific area wants to look at DEMOGRAPHICS to see if team will be successful

  5. INTERNET DATABASES for SEM MI • Local Chamber of Commerce Website • Demographic Information and Business Information

  6. INTERNET DATABASES for SEM MI • SBRnet – Sport Business Research Network

  7. INTERNET SERVICE PROVIDERS for SEM MI • Online Trade Magazines • Advertising Agencies • Licensors and Licensees • Search Engines

  8. Use of Internet for SEM MI • If starting a new team, business or franchise: • Demographic Information • Does it represent Target Market? • Local Business Information • Will local businesses be supportive? (Sponsorships) (Government Census) (Chamber of Commerce)

  9. “We Do” How to Search for Specific Information Video Question to Answer while watching: • Demonstrate how to use “relationship” terms for more accurate searches

  10. “You Do” “You Do” (cont.) You are the Assistant Media Relations Director for your favorite University. This Saturday, your school will host the your rival for a game at 3:30pm on ESPNU. Your job is to prepare the pre-game notes on each team. These notes are given to the coaches, local newspapers, TV (ESPN), radio and are made available on the athletic website. Collect internal data (from your school) and external data (from your rival) relevant to this weekend’s game and prepare the game notes. Your game notes should be at least 2 full pages. Feel free to use a template in Publisher to create a more attractive format.

  11. Monitor internal records for marketing information

  12. TECHNIQUES FOR MONITORING Internal Records • Internal Records: • Personal company Information not often public • Monitoring Internal Records: • Accurate • Regularly Monitored

  13. GUIDELINES FOR MONITORING Internal Records • WHAT records to monitor: • SALES INVOICES: Records with CUSTOMER PROFILES • Identify Target Markets • SALES REPORTS and ACCOUNTS RECEIVABLE REPORTS • MI about the goods that a business sells • Analyzes which products sold well and which did not • COMMENT CARDS for CUSTOMER SATISFACTION • Who monitors: Accountants and Marketing Managers • How Often to monitor: REGULARILY • Analyze product performance

  14. PROCEDURES FOR MONITORING Internal Records • Keep ACCURATE records • Identify what records to monitor • Assign WHO will monitor • Decide HOW OFTEN to monitor • Evaluate records • Make decisions

  15. Maintain a database of competitor information

  16. Competitor Database • Ways to use: • Gather information about competitors • COMPETITIVE pricing • ADVERTISING decisions • Components that need to be maintained: • PRICE LISTS: • Know what competitors charge for products • Helps organization to price its products COMPETITIVELY • ADVERTISING MEDIA used by competitors: • Prevent using the same media dominated by a competitor • Newspapers, radio stations, etc.

  17. “You Do”

  18. OBJECTIVE is to be COMPETITIVE with your competitor. • Find Two advertising examples – One for your product and One for your competitor • Pricing for Jersey (Men, Women, Kid) and Competitior • Address strengths and weaknesses • Short PPT

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