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Strategic Sports Marketing Planning 1. Understanding Consumers’ Needs a. Marketing Research b. Consumers as Participants c. Consumers as Spectators 2. Market Selection Decisions a. Market Segmentation b. Target Markets c. Positioning 3. Marketing Mix Decisions a. Sports Products b. Pricing c. Promotion d. Place Implementation Control fit fit EXTERNAL CONTINGENCIES Competition Legal/Political Demographics Technology Culture Physical Environment Economy INTERNAL CONTINGENCIES Organizational Vision Organizational Mission Organizational Objectives & Mktg Goals Organizational Strategy Organizational Culture
Strategic Sports Marketing Process A. THE PLANNING PHASE STEP 1: UNDERSTANDING CONSUMERS’ NEEDS 1. Marketing Research 2. Consumers as Participants 3. Consumers as Spectators STEP 2: MARKET SELECTION DECISIONS 1. Market Segmentation 2. Target Markets 3. Positioning STEP 3: MARKETING MIX B. THE IMPLEMENTATION PHASE C. THE CONTROL PHASE
The Marketing Research Process Goals List and describe the steps involved in marketing research. Marketing research careers will increase by 18%-26% through 2014
Marketing Research Defined The difference between market research and marketing research Definition from the American Marketing Association:Marketing research is the function which links the consumer, customer, and public to the marketer through information‑‑ information used to identify and define marketing opportunities and problems; generate, refine, and evaluate marketing actions; monitor marketing performance; and improve understanding of marketing as a process. A simpler definition:Marketing research is the process of gathering data and transforming it into information for the purpose of marketing management decision making.
Before Marketing Research Steps Self assessment Where am I now? Opportunity assessment Where do I want to be? Taking action How do I get There?
The Marketing Research Process: 11 Steps Step One: Establishing the Need for Marketing Research Step Two: Defining the Problem Step Three: Establishing Research Objectives Step Four: Determining Research Design Step Five: Identifying Information Types and Sources Step Six: Determining Methods of Accessing Data
The Marketing Research Process: 11 Steps Step Seven: Designing Data Collection Forms Step Eight: Determining Sample Plan and Size Step Nine: Collecting Data Step Ten: Analyzing Data Step Eleven: Preparing and Presenting the Final Report
Steps in the Marketing Research Process Steps 1 Establish Need 2 Define Problem 3 Research Objectives 4 Determine Design 5 Identify Information Sources 6 Decide Data Collection Method 7 Design Questionnaire 8 Determine Sample Plan & Size 9 Collect Data 10 Analyze Data 11 Write and Present Report Figure out what to research Design the way to do the research Gather data from respondents Generate findings and interpret them
Steps in the Marketing Research Generate findings and interpret them Gather data from respondents Design the way to do the research Project Figure out what to research Time Spent
The Marketing Research Process An 11-step process: there is nothing Not all studies use all 11 steps Few studies follow the steps in order about 11 steps magic
Step 1: Establish the Need for Marketing Research When is marketing research not needed? The information is already available. Decisions must be made now. We can’t afford research. Costs outweigh the value of marketing research.
Step 2: Define the Problem This is the most important of the 11 steps. If the problem is incorrectly defined, all else is wasted effort. Problems may be either specific or general.
Step 2: Define the Problem Problems stem from gaps between what is supposed to happen and what did happen and gaps between what did happen and what could be happening.
Step 3: Establish Objectives Research objectives, when achieved, provide the information necessary to solve the problem identified in step 2. Research objectives state what the researchers must do.
Step Four: Determine Research Design Exploratory Research: collecting information in an unstructured and informal manner. Descriptive Research refers to a set of methods and procedures describing marketing variables. Causal Research (experiments): allows isolation of causes and effects.
Step 5: Identify Information Types and Sources Primary information: information collected specifically for the problem at hand Secondary information: information already collected
Step 6: Determine Methods of Accessing Data Secondary data is relatively easy to access; primary data is more complex. Three main choices for primary data: Have a person ask questions Use computer assisted or direct questioning Allow respondents to answer questions themselves without computer assistance
Step 7: Design Data Collection Forms Questionnaire must be worded objectively, clearly, and without bias in order to communicate with respondents. Software programs are available to assist marketing researchers in preparing forms.
Step 8: Determine Sample Plan and Size Sample plan refers to the process used to select units from the population to be included in the sample. Sample size refers to determining how many elements of the population should be included in the sample.
Step 9: Collect Data Data collection is very important because, regardless of the data analysis methods used, data analysis cannot fix bad data. Nonsampling errors may occur during data collection.
Step 9: Collect Data Data collection errors may be attributed to field workers or respondents. Researchers must know the sources of these errors and the controls to minimize them.
Step 10: Analyze Data Data analysis involves entering data into computer files, inspecting data for errors, and running tabulations and various statistical tests. Data cleaning is a process by which raw data are checked to verify that the data have been correctly inputted from the data collection form to the computer software program.
Step 11: Prepare and Present the Final Research Report The last step is one of the most important phases of marketing research. Its importance cannot be overstated because it is the report, or its presentation, that properly communicates the results to the client.
Summary Strategic Sports Marketing Understanding Consumers’ Needs The Marketing Research Process