1. Marketing Information Management (MIM) 2.05: Collect secondary marketing data to ensure accuracy and adequacy of information for decision making Utilizing the internet for SEM information

2. Secondary Marketing Information Internet Sources: – www.census.gov www.census.gov Demographic Information Q: How would this info be useful to a sports team? A: Target Market and Support for teams. – Local Chamber of Commerce Information on Local Businesses Q: What role do businesses play in sports? A: Sponsorships and Competition.

3. Secondary Marketing Information Internet Sources: – Online Trade Journals Sports Business Research Network: www.sbrnet.com www.sbrnet.com Sports Business Journal: http://www.sportsbusinessdaily.com http://www.sportsbusinessdaily.com – Q: What useful information does this provide? www.athletepromotions.com – Q: How can businesses utilize this information? http://www.licensing.org/ – Q: How would this benefit a sports team?

4. Internet Sources STRENGTHS AND WEAKNESSES STRENGTHSWEAKNESSES Information is current/updated often Paperless Low to no cost VAST information Too much information Not always accurate Many times information is bias

5. 2.05 Explain the Importance of monitoring Marketing Information

6. What to Monitor? Internal Sources: – Sales Invoices An itemized statement of money owed for a product. Includes customer information. Q: Why should sports teams monitor customers?

7. What to Monitor? Internal Sources: – Customer Database A collection of facts, figures, and information (about customers) that is organized and stored. What customer info should be kept in a database? How would a business use this information?

8. What to Monitor? Internal Sources: – Sales Reports Information on products sold by the sales department. Q: How would this data be useful?

9. What to Monitor? Internal Sources: Customer Comment Cards – Provides direct feedback Q: What questions should be included? Q: What does this measure?

10. What to Monitor? External Sources:(The Competition) – Pricing Database Keep a list of competitor’s prices – Q: What should sports teams monitor? – Q: How would you use this information? – Advertising Media Monitor competitor advertising and promotions – Q: Why track competitor advertising? – Q: What can you do with this information? – Be competitive to dominate the competition!

11. Internal RecordsCompetitor Database Sales Invoices: Dictates that your team’s target market is 81% Male, 19% Female, Ages 27-52 Sales Reports: The most sold merchandise at games and in retail stores are your team’s jerseys Comment Cards about home games: Strengths at home game attendance- Comfortable seats and good concessions Weaknesses: Can’t see scoreboard and not enough box seats. Price Lists: Jersey:$69.99 for Jersey (Men), $49.99 (Women) and $29.99 (Kids) Advertising Media: Radio Commercials 3x a day, every day from 6am-6pm on 96.1 FM and 10.29 FM during football season. One-Page ads in Sports Illustrated every issue all year One-Page ads in local newspaper every Sunday during football season