SEM I 2.05 & 2.06

1. SEM I 2.05 & 2.06 MARKETING INFORMATION MANAGEMENT & DECISION MAKING

2. INTERNET • The Internet is a worldwide network of computers that enables users to access information and communicate with others. Searching the Internet is one way that sport/event organizations can obtain useful marketing information because there is a vast amount of information available online. • The Internet is one type of media, although other types are NOT good sources of marketing information.

3. GOVERNMENT CENSUS • The Internet can be a good info. source for sport/event marketers. A league that considers locating an expansion team in a specific area wants to look at certain data, such as population, age ranges, and business/economic indicators to determine if the area residents and businesses would support a new team. • Sources such as the govt. census or the local Chamber of Commerce are reliable sources for this type of info.

4. CUSTOMER PROFILES • Sales invoices usually contain a variety of information about current and past customers such as name, address, type of service purchased, price, term of sales, etc. This information provides businesses with a profile of customers the businesses can use to more effectively market their services. • For example, if the sales invoices indicate that most customers purchase services that are in a certain price range, the business can focus on developing and marketing that type of service.

5. ANALYZING PRODUCT PERFORMANCE • A business's internal records contain a wealth of marketing information that can be used for a variety of purposes, such as analyzing product performance. Sales reports and accounts receivable reports contain information about which products sold well and which ones were returned frequently. Businesses can use this marketing information to analyze product performance and make changes if necessary.

6. SALES REPORTS • Businesses maintain and monitor sales records that contain information related to the goods that a business stocks and sells. This type of data helps a business to analyze what types of products are selling quickly and should be reordered to meet the wants and needs of its target market. • Businesses also use the information in sales reports to identify slow-moving goods and make decisions about lowering prices or conducting special sales. Businesses often use marketing information to develop print advertisements that will appeal to their customers.

7. COMMENT CARDS • Comment cards are short versions of surveys that are used to assess customer satisfaction levels with goods and services. For example, restaurants often place blank comment cards on dining tables for customers to complete. The completed comment cards are reviewed by management to evaluate staff performance and food quality levels and make decisions regarding business operations and product line.

8. COMPETITOR’S PRICE LIST • An effective database contains a variety of information about competitors such as price lists. The more a sport/event organization knows about its competitors, the better able it is to compete. • Knowing what competitors charge for goods and services helps an organization to price its goods and services. An organization uses this type of information to set prices that are in the same range rather than too high or too low.

9. COMPETITOR’S ADVERTISING MEDIA • It is useful to maintain a database of competitor info. in order to analyze that info. when making advertising decisions. One type of info. involves the advertising media competitors use. • For example, a competitor might advertise so heavily on local radio it would NOT be effective to place competing ads on the radio. • Or, a competitor might saturate the newspaper with advertising during certain times so potential customers identify only with the competitor. Maintaining information about the advertising media will prevent using the same medium that is dominated by a competitor.

10. SPECTATORS – PRIMARY MKTG. INFO. • Spectators are the fans who attend sports events. They are often a source of primary marketing info. because they are the audience that the event is trying to reach. • In many situations, spectators are asked to complete questionnaires and provide info. about their perception of the event, what they liked, and what they didn't like. • This is primary info. because it is new info. collected from spectators for the purpose at hand. Primary sport/event marketing info. usually is NOT obtained from referees and coaches.

11. CONCERT ATTENDEES – PRIMARY MKTG. INFO. • Primary marketing information is data (facts) that are collected for a problem or project at hand. If a rock band wants to know its fans' opinions about a new album, the best source would be the fans themselves. • And because many of the fans probably attend the band's concerts, conducting interviews and distributing questionnaires are methods the band can use to obtain the information it wants.

12. SURVEYING MEMBERS – PRIMARY MKTG. INFO. • Primary information is facts that are collected for the purpose at hand. A swim and racquet club that wants to obtain opinions about its facilities & services it would likely develop a survey for its members to complete. • The club can analyze the results of the survey, and make changes to improve the quality of its facilities & services, if necessary. • Industry publications, competitors' web sites, and promotional literature are types of secondary information (NOT PRIMARY, which may or may NOT provide the club with the desired information. .

13. REVIEW

14. 14. Which of the following might a sport/event organization search to obtain marketing information: • A. Foundations • B. Media • C. Newsletters • D. Internet

15. 14. Which of the following might a sport/event organization search to obtain marketing information: • A. Foundations • B. Media • C. Newsletters • D. Internet

16. 15. A professional soccer league is considering an expansion team in a certain city. What is the best online secondary source to obtain current demographic information about the location • A. Youth magazines • B. Government census • C. National news outlet • D. Sporting goods association

17. 15. A professional soccer league is considering an expansion team in a certain city. What is the best online secondary source to obtain current demographic information about the location • A. Youth magazines • B. Government census • C. National news outlet • D. Sporting goods association

18. 16. What type of marketing information might a business obtain by monitoring sales invoices? • A. Service tactics • B. Profit margin • C. Sales territory • D. Customer profiles

19. 16. What type of marketing information might a business obtain by monitoring sales invoices? • A. Service tactics • B. Profit margin • C. Sales territory • D. Customer profiles

20. 17. Which of the following is a reason why businesses should regularly monitor their internal records that contain marketing information: • A. To compile regulatory data • B. To review employment trends • C. To analyze product performance • D. To prioritize investment goals

21. 17. Which of the following is a reason why businesses should regularly monitor their internal records that contain marketing information: • A. To compile regulatory data • B. To review employment trends • C. To analyze product performance • D. To prioritize investment goals

22. 18. What internal records do many businesses monitor in order to obtain useful marketing information? • A. Sales reports • B. Trade journals • C. Industry projects • D. Print advertisements

23. 18. What internal records do many businesses monitor in order to obtain useful marketing information? • A. Sales reports • B. Trade journals • C. Industry projects • D. Print advertisements

24. 19. Which of the following internal records might a business use to analyze information regarding customer satisfaction levels: • A. Expense reports • B. Debit receipts • C. Credit reports • D. Comment cards

25. 19. Which of the following internal records might a business use to analyze information regarding customer satisfaction levels: • A. Expense reports • B. Debit receipts • C. Credit reports • D. Comment cards

26. 20. What type of competitor information is it important for sport/event organizations to maintain in a database? • A. Consumption • B. Demographics • C. Market size • D. Price lists

27. 20. What type of competitor information is it important for sport/event organizations to maintain in a database? • A. Consumption • B. Demographics • C. Market size • D. Price lists

28. 21. A database of competitor information often contains information about the competitor's • A. budget structure. • B. Production techniques • C. advertising media. • D. creative strategy.

29. 21. A database of competitor information often contains information about the competitor's • A. budget structure. • B. Production techniques • C. advertising media. • D. creative strategy.

30. 22. One type of primary sport/event marketing information is information that is obtained from: • A. managers. • B. referees. • C. coaches • D. spectators.

31. 22. One type of primary sport/event marketing information is information that is obtained from: • A. managers. • B. referees. • C. coaches • D. spectators.

32. 23. Which of the following sources is the most appropriate for obtaining primary mktg. info. about fans’ opinions about a rock band’s new album: • A. Concession vendors • B. Concert attendees • C. Event ushers • D. Facility managers

33. 23. Which of the following sources is the most appropriate for obtaining primary mktg. info. about fans’ opinions about a rock band’s new album: • A. Concession vendors • B. Concert attendees • C. Event ushers • D. Facility managers

34. 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 • A. reading industry publications. • B. Surveying club members. • C. viewing competitors’ web sites. • D. collecting promotional literature.

35. 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 • A. reading industry publications. • B. surveying club members. • C. viewing competitors’ web sites • D. collecting promotional literature.