13-1 Chapter 13 Segmentation of the Sports Market Copyright © 2010 by The McGraw-Hill Companies, Inc. All rights reserved. McGraw-Hill/Irwin

13-2 Introduction and Review “The Mass Market Is Dead” “One-Size-Fits-All” Strategy is Obsolete Mass Marketing Has Given Way to Differentiated Marketing

13-3 Differentiated Strategies Marketing Mix Tailored to Each Selected Target Market Not Everyone: –Wants the same products –Shops at the same types of retail facilities –Can or will pay the same prices –Is motivated by the same promotions

13-4 Market Segmentation As Relevant for Sports Products as It Is for Nonsports Products such as Cars, Fast Food Restaurants, Beverages, and University Programs

13-5 Target Market Decisions in the Consumer Market Market Segmentation – the Process of Subdividing the Heterogeneous Mass Market into Two or More Smaller, More Homogeneous Groups of Consumers Target Market – A Market Segment that the Marketer Will Pursue via the Implementation of a Marketing Mix Tailored to that Group of Consumers

13-6 Segmentation Criteria in the Consumer Market Demographics Geographics Psychographics Product-Related Variables

13-7Demographics Drop in Table 13.1 Here

13-8Demographics Drop in Figure 13.2 Here

13-9Geographics Urban Versus Suburban –Basketball versus Soccer One Part of Country Versus Another –Skiing versus Golf One Country Versus Another –Cricket versus Baseball

13-10 Psychographics (Lifestyle) Drop in Table 13.2 Here

13-11 Product-Related Variables Level of Usage –Season ticket buyer versus infrequent buyer Loyalty –Long-term versus new season ticket buyer Benefits Sought –Social outing versus entertainment by athletes

13-12 Sports Fans – Overall Market Criteria Used to Segment the Overall Market of Sports Fans –Involvement –Participation –Social Needs –Identification –Appreciation of Sport –Sex Appeal

13-13 Six Segments of Sports Fans Players Patriots Appreciators Socialites Friends Voyeurs

13-14Players Those Who Play a Sport Are the Most Likely to be a Fan of that Sport Example: Golfers Are Most Likely Group to Attend or Watch a Golf Tournament on TV

13-15Patriots National Pride – England versus France Municipal Pride – New York versus Boston Regional Pride – East versus West Important Segment for International Competitions such as the Olympics, the World Baseball Classic, and the World Cup of Soccer

13-16Appreciators Admiration of the Players’ Skills Desire to Witness Excellence Not as Concerned about Who Wins

13-17Socialites Segment Seeks Sports Event Where Interaction with Friends Is Facilitated Tailgating (Boot Parties) Members May Not be Very Knowledgeable of the Sport or Event They Are Attending

13-18Friends Watch Friend or Family Member Compete May Have Limited Knowledge of Sport Important for Minor Sports and Events –High School Sports –Amateur Recreational Sports

13-19Voyeurs Drawn by the Sex Appeal of the Sport or the Individual Athletes Skimpy Attire (Beach Volleyball) Attractive Participant (Maria Sharapova)

13-20 Overview of the Fan Market Drop in Table 13.3 Here

13-21 Participation Market Focus on Players Rather than Spectators Segmentation Still Important for Marketer Same Four Categories of Segmentation Criteria Can be Applied –Demographics– Geographics –Psychographics– Product-related Variables

13-22 Aggregate Participation Market Excitement-Seeking Competitors Getaway Actives Fitness Driven Health-Conscious Sociables Unstressed and Unmotivated

13-23 Excitement-Seeking Competitors Prone to Engage in Risky Activities –Bungy Jumping, Extreme Sports Predominantly Male Relatively Young Generally Single

13-24 Getaway Actives Fun with Family and Friends –Skiing, camping, hiking, golf Vacation Prone Social Motives Both Sexes

13-25 Fitness Driven Activities Requiring Strength and Stamina –Running, Aerobics, Martial Arts College Graduates Dominate this Group Predominantly Female

13-26 Health-Conscious Sociables Activities that Foster Good Health –Walking, Light Cardiovascular Exercise Older Participants Predominantly Female

13-27 Unstressed and Unmotivated Prone to be Inactive Generally Older (Both Sexes) Few Activities Appeal to this Segment Little Marketers Can do to Induce Activity by Members of this Segment

13-28 Sport-Specific Segmentation Applicable for Any Participation Activity –Golf, Bowling, Poker, Skiing, Tennis, Hunting More Insight than with Segmentation of the Aggregate Participation Market Used to Identify Homogeneous Segments of Participants in a Specific Activity

13-29 Segmenting the Golfer Market Different Levels of Playing Ability Different Motives for Playing Different Attitudes toward Practice Differing Frequency of Play

13-30 Five Segments of Golfers –Competitors –Players –Sociables –Aspirers –Casuals Recognizing Different Segments Allows Golf Marketers to Better Satisfy Their Various Groups of Customers

13-31 Closing Capsule “One-Size-Fits-All” Clothing Results in Consumers Wearing Clothes that Don’t Fit Developing One Marketing Mix For All Consumers Is Just as Ineffective Market Segmentation and the Resultant Differentiated Marketing Strategy Provide a Better Fit for Each Consumer

13-32 Closing Capsule Market Is Segmented Using Relevant Criteria Target Markets Are Selected from the Array of Identifiable Market Segments A Corresponding Marketing Mix Is Developed for Each Selected Target Market

13-33 Closing Capsule Segmentation Is Appropriate for: –The Aggregate Fan Market –The Fans of a Particular Spectator Sport –The Aggregate Participation Market –Participants of a Particular Activity –Buyers of Sporting Goods, Apparel & Shoes –Buyers of Sports-related products such as souvenirs, lessons, & sports magazines