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Marketing Information Management. 2.03. marketing-related data (internal and external) that the sport/event organization acquires and uses to make marketing decisions Marketing information should be collected in a systematic and proactive manner. Marketing Information.

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2.03

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  1. Marketing Information Management 2.03

  2. marketing-related data (internal and external) that the sport/event organization acquires and uses to make marketing decisions • Marketing information should be collected in a systematic and proactive manner Marketing Information

  3. Fact: event known to have happened, validated • Estimates: prediction of a quantity based on experience or prior facts • Predictions: estimated guess regarding future events • Relationship: connection between variables • Marketing Information: data used to execute marketing strategy Terms

  4. Internal records: sales, costs, customer service • Marketing intelligence: everyday information about developments in environment • Marketing research: links consumer, customer and public to marketer through information Types of Marketing Information

  5. Identify/define marketing opportunities & trends • Generate/evaluate marketing actions • Monitor marketing performance • Improve understanding of marketing process Ways to Use Marketing Info

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