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Marketing Information Systems
• Marketing information systems—known as
MIS, CIS, and IAM—deal with large amounts of
information and are essential to the success
of your sport organization or company.
• MIS allows companies to establish channels of
communication in order to maintain a
relationship with consumers. These
relationships allow marketers to increase
consumer loyalty and thus encourage repeat
purchases.
 The
most popular methods for primary data
collection for sports organizations are directmail surveys, telephone interviews, and
personal interviews.
 The three models of consumer loyalty
programs are the points and prizes model,
the plateaus, perks, and prizes model, and
the membership program model.
Mullin (1985) and Grantham’s, Patton, York, and
Winick’s (1998) essential characteristics of an
effective sport marketing database:
1. A protocol must be established.
2. It must be linked to a central processing unit.
3. Storage capacity must be planned into the
system.
4. Various databases need to be fully integrated.
5. The data must be retrievable in a form that the
sport marketer can use.
6. Control mechanisms should be designed into the
system to facilitate data security.
Watch for two potential security
problems with using microcomputers to
help manage data—the erasure of a
disk’s content upon exposure to
magnets or general disk failure and the
availability of data to unqualified
people.
Two common mistakes often made in the
application of computers in sport organizations:
1. Managers buy a computer with the idea that
a job will be found for it to do.
2. The people who will be using the computer
are often not involved in the testing and
purchase of the system.
• Two basic types of programs are available,
custom programs and commercial “off-the
shelf” business applications.
• In the event that your organization has
special needs, you may need to have a
software program written especially for your
applications.
• Many commercial programs have companion
software that will allow you to create and
move information from one application to
another.
MIS cannot be expected to solve problems
efficiently as soon as the computer comes out
of the box.
According to Shaw (1991), an MIS must be
designed “with a view to the people
who will use them, and with an understanding
of how the business in which they work
operates. [An MIS] must deliver the right
information to the right people at the right
time” (p. 60).
The main goal of conducting marketing
research and analyzing data is to determine
who will buy what goods and when.
1. What are the essential characteristics of a
well-designed marketing information
system?
2. What MIS sources would be available for an
intercollegiate athletic program, and how
would you go about setting up an MIS?
1. Select your favorite sport and consult a copy of
Simmons Market Research Bureau. See where
you fit in the demographic segments presented.
2. Take a trip to your local fitness center or health
club, and inquire about the types of
information they have on their clients. Also
look at their application form if they are
uncooperative with your first request.
3. Collaborate with a small group of students to
develop a marketing-information management
system for a sport/event. Discuss the group’s
plan with the class before presenting it to the
sport/event director.