2.03 – 2.06 Sports and Entertainment Marketing I

Marketing Information
Data collected from internal or external sources to help make marketing decisions.
Facts
Something that actually exists and can be proven; reality; truth.
Estimates
An approximate judgment or careful calculation about the impact of a product.
Prediction
A forecast of something to happen
Relationships
What happens to products, estimates or predictions based on changes.
Primary data
Original data or facts collected for a purpose.
Secondary data
Information and conclusions gathered from reviewing primary data.
Internal data
Information or records from within an organization.
External data
Information or records from outside an organization.
Fan Loyalty Card/Program
Promotional program that generates fan loyalty and provides incentives and rewards for attending game and buying food and merchandise. The card has a magnetic strip that is read by a bar code reader to feed information into a computer system.
Traffic Patterns
The paths people follow as they move within an event to purchase items; also includes the entrances and exits.
Fiber Optic Network
Handles data from voice and data links, concession stands, scoreboards, security cameras, sound systems, interactive kiosks, and video production centers.
Database
A computerized means of collecting, sorting and filtering information on either your own customers or your competitors (internal or external data).
Internet
The worldwide computer system that allows communication and information sharing among people. A method of conducting secondary marketing research.
Vendor Records
Internal records and secondary marketing data about vendors to a sport/event. Include terms of sale, record of on-time delivery, and responses to problem orders.
Data Mining
Sifting through very large amounts of data for useful information. Uses computer programs to reveal trends, patterns, and relationships. Attempts to discover hidden rules underlying the data. Also called data surfing.
Clickstream Data
Provides information about what web sites are accessed, thereby telling e-marketers what advertisements viewers have seen.
Demographic reports
Secondary information that has been collected by others for the purposes other than the project at hand.
Telephone survey
A method using the telephone to obtain primary information to be stored in a database.
Personal Questionnaires
A method of asking questions to obtain primary information to be stored in a database. Can be in-person, by mail, by telephone, or via the internet.
Search Engine/Search Provider
Allows users to search the internet for information. Examples are Google, Bing, Yahoo, AskJeeves, ask.com, about.com, and botw.org.
Opinion
An expression of someone’s view, value system, or appraisal about a particular issue.
Open-ended questions
Questions a person is to answer in his or her own words.
Closed-ended questions
Questions a person must answer by choosing from a limited, predetermined set of responses.
Qualitative Data
Deals with descriptions (Quality). Data can be observed but not measured. Colors, textures, smells, tastes, appearance, beauty, etc.
Quantitative Data
Deals with numbers (Quantity). Data which can be measured. Length, height, area, volume, weight, speed, time, temperature, humidity, sound levels, cost, members, ages, etc.
e-Marketing
“Electronic” marketing; the practice of marketing by means of the Internet.