Marketing Applications STP HSS 30005263 Sport Marketing Brian
Marketing Applications (STP) HSS 3000/5263 Sport Marketing Brian Turner
Market Segmentation • “… process of dividing a large, heterogeneous market into more homogeneous groups of people, who have similar wants, needs, or demographic profiles, to whom a product may be targeted. ”
Bases of Segmentation • Demographics • Socioeconomic • Psychographic
Golf Lifestyle Profiles Ranked by Index Top 5 Lifestyles Bottom 5 Lifestyles • Snow ski frequently (187) • Tennis frequently (178) • Stock/bond investments (158) • Travel for business (157) • Frequent flyer (155) • Bible/devotional reading (79) • Sewing (83) • Automotive work (87) • Health/natural foods (88) • Needlework/knitting (88)
Bases of Segmentation • • Geographic Behavioral Benefits sought Product usage
User Segments & Estimated Attendance Impact on MLB Club
Choosing More Than 1 Segment • Geodemographic segmentation
Target Markets • “… choosing the segment(s) that will allow an organization to most efficiently and effectively attain its marketing goals. ”
Target Markets • Sizable – Niche Marketing • Process of carving out a relatively tiny part of a market that has a very special need not currently being filled • Reachable • Measureable • Behavioral variation
Positioning • “… fixing your sports entity in the minds of consumers in the target market. ” • Repositioning
- Slides: 10
