Alamance-Burlington School System



_______________: IMPORTANT SOURCE of Secondary Marketing InformationMain way that SEM organizations obtain useful ____________________________ information (MI) Vast amount of information available _______________ relating to SEM.INTERNET DATABASES _______________________________: _____________________ Information (Population, age ranges, salaries)Example: League’s expansion team in a specific area wants to look at DEMOGRAPHICS to see if team will be successfulLocal Chamber of _______________________ WebsiteDemographic Information and Business InformationSports Business Research Network: INTERNET SERVICE PROVIDERS Online _____________ Magazines___________________ Agencies__________________ and ____________________Search ___________________Use of Internet If starting a new team, business or franchise:Demographic Information (Government Census)___________________________________________________________?Local Business Information (Chamber of Commerce)_________________________________________________________? (Sponsorships)Internet STRENGTHS AND WEAKNESSESSTRENGTHSWEAKNESSESInformation is _____________/_____________ often_________________ Research TextsLow to no ____________Search Engines___________ information Too much __________________Not always _____________Many times information is _______Describe steps for developing a search strategy.________________?are we looking for________________?can the information be foundSpecific databases, News media, etc.___________?to extract the informationIdentify search termsOrganize and rank findings__________________________________: search process accuracyMonitor internal records for marketing informationTECHNIQUES FOR MONITORING Internal Records_________________________ Records: _________________ company Information not often publicMonitoring _______________ Records:_______________________Regularly ________________GUIDELINES FOR MONITORING Internal Records___________________ records to monitor:SALES ____________________: Records with CUSTOMER _________________Identify Target MarketsSALES ______________ and ACCOUNTS __________________ REPORTSMI about the goods that a business sellsAnalyzes which products sold well and which did not__________________ CARDS for CUSTOMER ________________________Who monitors: __________________ and ____________________ ManagersHow Often to monitor: ____________________________Analyze product ________________________PROCEDURES FOR MONITORING: Internal RecordsKeep ___________________ records____________________ what records to monitorAssign __________ will monitorDecide ___________________ to monitorEvaluate __________________Make ___________________Maintain a database of competitor informationCompetitor DatabaseWays to use: Gather information about competitors_________________ pricing______________________ decisionsComponents that need to be maintained:__________________________________Know what competitors charge for productsHelps organization to price its products COMPETITIVELY____________________________ used by competitors:Prevent using the same media dominated by a competitorNewspapers, radio stations, etc.STEPS IN MAINTAINING Competitor Database: “Four C’s”______________________ the information____________________ information into intelligence Make it useful to your business (pricing, advertising, etc.)_________________________ the intelligence _____________________ competitor actions = BE ___________________________ ................
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