(1)Describe the difference between primary and secondary market research
Primary market research is the 'field research', it might be qualitative or quantitative, in either way it involves a lot of money, effort and time.
Secondary market research is the 'desk research' which is using the existing data to extract valuable information, it might not bo specific enought though.
(2) Use an example from the case study to explain the prupose of market research
The market research will help to support the decision making and keep up to date the marking mix for example.
(3) Analyse why market research should be viewed as an ongoing process
It should be an ongoing process for the reason that you do not want to see your company falling behind the evolution of the market and to stay competitive on the market.
(4) Evaluate how market research, if undertaken properly, adds value to the decisions made by a large company. Why does it help to reduce risk?
It would help a large company to set up the next goal or decide the next new store location and to keep up with the competitors.
Sunday, 29 September 2013
Week 3 - Marketing Segmentation
Three Articles about Marketing Segmentation
Article 1 ; Article 2 ; Article 3
Does Segmentation go too far? Why? Why not?
I believe that the segmentation is going too far, and create to many different niche market, which make the production of goods or services that must answer to the demande more harder to satisfy.
Staying in a more global way with the opportunity to target the bigger niche market would be the best way to answer the demand.
Article 1 ; Article 2 ; Article 3
Does Segmentation go too far? Why? Why not?
I believe that the segmentation is going too far, and create to many different niche market, which make the production of goods or services that must answer to the demande more harder to satisfy.
Staying in a more global way with the opportunity to target the bigger niche market would be the best way to answer the demand.
Monday, 23 September 2013
Questions from Lecture Week.3
Define USP _ Unique Selling Proposition or Unique Selling Point.
* Each advertisement must make a proposition to the consumer;
* The proposition must be one the competition cannot or does not offer, it must be unique;
* The proposition must be strong enough to move the masses.
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Explain Random Stratified Survey _ It consist of homogeneous sub-groups that are considered to be distinct in important ways, a collection of these homogeneous sub-groups is referred to as strata.
* Each advertisement must make a proposition to the consumer;
* The proposition must be one the competition cannot or does not offer, it must be unique;
* The proposition must be strong enough to move the masses.
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Explain Random Stratified Survey _ It consist of homogeneous sub-groups that are considered to be distinct in important ways, a collection of these homogeneous sub-groups is referred to as strata.
Sunday, 22 September 2013
Case Study - Creating a new program: Acitve Ageing in Queensland
Question-1
This case study suggests the the sport industry could position itself on a niche which would be the sport for older population as competitive but also fitness wise.
Question-2
The target market is the older population in sport. Because the government want to keep them fit and healthy as possible. A fitter and healthy population means less expense in the medical industry.
Question-3
developping a strong communication and providing some discount for the equipment and also the membership to sign with a club.
This case study suggests the the sport industry could position itself on a niche which would be the sport for older population as competitive but also fitness wise.
Question-2
The target market is the older population in sport. Because the government want to keep them fit and healthy as possible. A fitter and healthy population means less expense in the medical industry.
Question-3
developping a strong communication and providing some discount for the equipment and also the membership to sign with a club.
Case Study - The impact and consumption of the Australian Tennis Open
Question_1
In our society people need to find theirself in some new age heros, and especially in sport. the sport industry is booming, it can be practicing it or following it as a fan. Peoples are ready to travel to watch and follow some big meeting or just they favorite team or athlete, therefore the sport tourism industry in getting bigger too.
Question_2
Suddent increase of the tourism and population in the area. It's a suddent economic peak that will not last in time but repeat yearly.
Question_3
The motivations are different, you atten the Australian Open and you participate the Gold Coast Marathon. A person will want to go and watch a game of tennis at the Open because he knows that it must be a quality game and also because there is a difference between watching it on TV and be in the arena. the person who want to run the Marathon will have the motivation of achieving a personal goal even if international runner are attending the event.
Question_4
When there is a new product or event on the market the human curiosity will push the consummer to try this new experience. So the balance on the market before it will have to be change and find their position.
In our society people need to find theirself in some new age heros, and especially in sport. the sport industry is booming, it can be practicing it or following it as a fan. Peoples are ready to travel to watch and follow some big meeting or just they favorite team or athlete, therefore the sport tourism industry in getting bigger too.
Question_2
Suddent increase of the tourism and population in the area. It's a suddent economic peak that will not last in time but repeat yearly.
Question_3
The motivations are different, you atten the Australian Open and you participate the Gold Coast Marathon. A person will want to go and watch a game of tennis at the Open because he knows that it must be a quality game and also because there is a difference between watching it on TV and be in the arena. the person who want to run the Marathon will have the motivation of achieving a personal goal even if international runner are attending the event.
Question_4
When there is a new product or event on the market the human curiosity will push the consummer to try this new experience. So the balance on the market before it will have to be change and find their position.
Thursday, 19 September 2013
Example of Product Extension
Links for some Product Extension related with Sporting Clubs
Boomerang Tools Toronto Maple Leafs
49ers Mini Tape Measure Keychain
Miami HEAT Salt and Pepper Shaker
Boomerang Tools Toronto Maple Leafs
49ers Mini Tape Measure Keychain
Miami HEAT Salt and Pepper Shaker
Questions from Lecture Week.2
* What is Psychographics?
It is the study of personality, values, attitudes, interests and lifestyles.
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* During the lecture, one slide was about the Experimental Nature of the Product, which service characterics are Perishability (describe the way in which service capacity cannot be stored for sale in the fuure), Heterogeneity (a society or a group that includes individuals of different ethnies, cultural backgrounds, sex or ages), Intangibility (describing the inability to assess the value gained from engaging in an activit using any tangible evidence) and Inseparability (a key qualit of services as distinct from goods).
It is the study of personality, values, attitudes, interests and lifestyles.
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* During the lecture, one slide was about the Experimental Nature of the Product, which service characterics are Perishability (describe the way in which service capacity cannot be stored for sale in the fuure), Heterogeneity (a society or a group that includes individuals of different ethnies, cultural backgrounds, sex or ages), Intangibility (describing the inability to assess the value gained from engaging in an activit using any tangible evidence) and Inseparability (a key qualit of services as distinct from goods).
Sunday, 15 September 2013
Marketing Myopia by Theodore Levitt
- What was the result of the
railroad industry not defining its correctly?
The railroad industry missed to target their market properly plus the lack of managerial imaginativeness stop them of growing, because they was no more demand of the service.
- In Levitt's article, what did the oil industry continue to do and what was its consequence?
The oil industry keep innovating in some new type of fuel but also invest in the other type of market like the gas industry which becomes a safety for the company to "stay alive" and keep moving foward by making money and staying update with the evolution.
- List the reasons Levitt gives for the demise of myopic industries over time. What other examples can you suggest, of industries/corporations failing to adapt new ways to meet old needs?
Lack of imagination/innovation, Mass production, R&D taking a too important part of the company
- What lessons does the article give about SPORT?
Sport is an industry like the other, the question that need to be repeatly ask is how to keep it a the top? Innovation, Communication, How to make money from it?
Marketing and the need to answer to the demand of the consummer is important to keep it alive.
The railroad industry missed to target their market properly plus the lack of managerial imaginativeness stop them of growing, because they was no more demand of the service.
- In Levitt's article, what did the oil industry continue to do and what was its consequence?
The oil industry keep innovating in some new type of fuel but also invest in the other type of market like the gas industry which becomes a safety for the company to "stay alive" and keep moving foward by making money and staying update with the evolution.
- List the reasons Levitt gives for the demise of myopic industries over time. What other examples can you suggest, of industries/corporations failing to adapt new ways to meet old needs?
Lack of imagination/innovation, Mass production, R&D taking a too important part of the company
- What lessons does the article give about SPORT?
Sport is an industry like the other, the question that need to be repeatly ask is how to keep it a the top? Innovation, Communication, How to make money from it?
Marketing and the need to answer to the demand of the consummer is important to keep it alive.
Tuesday, 10 September 2013
Who am I ?
Born in Noumea _ New Caledonia, in 1988, I grew up on this
island. Surrounded by water since a young age, I have been swimming all my
childhood and therefore almost reach the title of champion.
I decided to move to Gold Coast in 2010 to complete a Diploma
of Athlete Support (Sport Massage) and a Diploma of Fitness in 2012, which bring
me to work as a personal trainer and group exercise instructor at the gym of
the university. In 2011, I did a year of the Bachelor of Sport Science before
changing my way and go for Sport Management that I started this year. I use to
be the goal keeper number 1 for the bond soccer team during the University Games.
Back to my element, water, I am now part of the Water Polo team which compete
at the University Games and in the Gold Coast League.
I have a life interest for sport, understand to concept of
the preparation and recovery through both of my diplomas and now with the subject
of my bachelor reinforce this interest of knowing more and better understanding
what is actually sport and what does it represent. This is my blog dedicated to my Sport Marketing
subject.
“Serious sport has nothing to do with fair play. It is bound
up with hatred, jealousy, boastfulness, disregard of all rules and sadistic
pleasure in witnessing violence. In other words, it is war minus the shooting.”_
George Orwell
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