Sports Marketing ch.3A

Developing Marketing Information Systems : MIS Defined
– organized ongoing set of procedures and methods
-designed to generate analyze – disseminate
– store and later retrieve information for use in decision making.
Developing Marketing Information Systems : MIS DATA Traits.
– Data should be of high quality and used in a realistic manner.
Developing Marketing Information Systems : MIS Represents
– an information resource to develop marketing strategies
– mechanisms for effectiveness.
Why Marketers Use MIS
– Ongoing market research in constantly changing sport environment.
– General market data – Individual consumer data
– Competitors and their participants data.
Data Sources for MIS (2)
External / Internal
External Data
Can be primary or secondary and can be collected by the sporting organization or an external agency.
Internal Data
all information that organizations collect on a day-to-day basis.
External Secondary Data Sources Examples
– Government Agencies -Demographic
– Libraries and Chambers of Commerce Trends
– use of local facilities – Research unit
– Universities Advertising media
– Private organizations
Primary Data Defined
May be internal or external and are a product of collection methods and purpose.
Primary Data:Most common internal are
inquiries letters & telephone calls.
Primary Data Traits
Accounts credit card purchases and sales indicate consumer trends.
Primary Data:Other sources
promotions employees sponsors suppliers contractors.
Primary Data:Best data source
specific and purpose-driven.
The Marketing Mission
Mission guides organization through marketing-decision process.
Five Aspects of Mission Statements
– Business the organization is in.
– Aspirational position.
– Aware of core competencies that guide the organization toward vision.
– Knowing the consumer and target market.
– What are the measurements of success?
Data-Collection Methods :Surveys
– First-hand information on purchase and consumer patterns.
Data-Collection Methods :Focus Groups
– small group of interested individuals gathered to talk about the issues a organization and consumers believe important.
Data-Collection Methods :Observation
used on an ongoing basis.
Data-Collection Methods :Experimentation
example venue/time change uniform change.
Demographic Segmentation Define
” Who consumers ARE ”
exs) Age, Gender, Life, Cycle, Education, Social Class, Religion, Ethnicity, Income, Residence
Psychographic Segmentation Define
– “Why consumers consume”.
– consumers based on – lifestyle attitude, values.
– Difficult to quantify.
– explain’s consumer behavior by satisfaction from a sport product or service.
Behavioral Segmentation : Benefit
Cost, quality, reliability
Behavioral Segmentation :Complexity and frequency of usage
-Cost, quality, reliability
– Non-user= light, medium ,heavy
Target Market Selection
– Substantial enough to justify consideration.
– Financial resources measurable.
– Sport organization access to segment, resources enable the org. to approach the segment.
– Segments enable differentiation
Positioning Characteristics
– Customization of marketing mix
– Must differentiate product
– Must significantly important to consumer
– What the marketer does in the mind of the consumer.
– Requires creativeness and responsiveness.
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