Transcript Emergence of Sport Marketing

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
Segment
# of
games
Year
% of
people
Est. % of
attendance
Heavy
11+
1976
1990
4.2
14.4
20.4
29.6
Medium
3-10
1976
1990
29.4
42.7
45.5
51.1
Light
1-2
1976
1990
66.4
42.9
34.1
19.3
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