Segmenting Audiences for Sports MKT 3865 Dr. Don Roy.

Slides:

Advertisements

Similar presentations

UNIT 4 – MARKET SEGMENTATION

Advertisements

Explain the concept of market and market identification

A target market is a market segment that a company directs marketing effort toward in order to attract potential customers to buy its products/services/ideas.

Tapping into Passion through Experiential Marketing MKT 3865 Dr. Don Roy.

Advertising and Public Relations

Introduction to Behavior Copyright © 2005 by The McGraw-Hill Companies, Inc. All rights reserved. McGraw-Hill/Irwin Chapter 8.

ENTREPRENEURSHIP I. Business owners are excited about people’s similarities. Why? Grouping is how marketers discover the best ways to match products with.

Chapter Seven Segmentation, Targeting and Positioning: Building the Right Relationships with the Right Customers with Duane Weaver.

Principles of Marketing

Chapter Ten Integrating Marking Communications Learning Objectives 1.Describe the process of customer relationship management 2.Integrated Marketing.

Integrated Marketing Communications Promotional Strategies at a Glance Chapter 14.

Principles of Marketing

Target Marketing & Positioning MKT 846 Professor West.

Unit 3 Basic Marketing Concepts

Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall i t ’s good and good for you Chapter Fifteen Advertising and Public Relations.

4 P’s of Marketing.

Direct Mail MKT 3850 Dr. Don Roy. Direct Marketing Defined “Any direct communication to a consumer or business recipient that is designed to generate.

Conducting a Social Marketing Campaign. Social marketing: The process of using commercial marketing techniques to improve social problems.

Segmenting the Market to Reach the Targeted Population.

Sports Meets Marketing MKT 3865 Dr. Don Roy. What is Sports Marketing?

LECTURE-22 Advertising.

Emergence of Sports Marketing SS 330 Sport Marketing & Promotions Dr. Brian Turner.

Principles of Marketing Lecture-35. Summary of Lecture-34.

Marketing: Key Terms Market - “the set of all people who have an actual or potential interest in a product or service” (Kotler & Clark, 1987, p.108) Marketing.

Introduction to Marketing

Marketing principles unit

What’s Happening? 0/09/10-best-lifes-too-short-for-wrong-job.html

Principle of Marketing Topic Identifying & Targeting Market Segments Lecture No 7,8. By: Salman Shahid.

Global Edition Chapter Fifteen

MARKETING MANAGEMENT 12 th edition 8 Identifying Market Segments and Targets KotlerKeller.

CHAPTER 8 Market Segmentation and Positioning. Market Segmentation Dividing the total heterogeneous market for a good or product into smaller groups which.

Role Play: Toy Company Intern Chapter 2 – Basic Marketing Concepts The DECA Connection Contact: Nicole Smith

Steps in Segmenting Markets. Segmenting Criteria Potential for increasing profit Potential for increasing profit Similarity of needs of buyers within.

Sultan Ahmed Topic 05. Sultan Ahmed You would be able to answer the following questions after reading.

© 2007 The McGraw-Hill Companies, Inc., All Rights Reserved. McGraw-Hill/Irwin Marketing Management, 8e Chapter Five Market Segmentation Key Words / Outline.

Chapter Fifteen Advertising and Public Relations Copyright ©2014 by Pearson Education, Inc. All rights reserved.

Planning the Brand Story – Communications Strategy MKT 3865 Dr. Don Roy.

Promotional Methods For Target Markets. How are Marketers Grouping You? People share things in common and are often times segmented into groups by these.

2.02 Discuss the concept of market identification.

What’s Happening?

REVISION. Defining Marketing for the 21 st Century Chapter 1.

Marketing Management Dr. K. Elan 1 Market Segmentation تقسيم & Target الهدف Marketing Chapter 5.

2007 Pearson Education Canada1 Marketing 11 Chapter 6 Market Segmentation and Target marketing Lesson 1: pp Lesson 1: The Levels of Market Segmentation.

Data-Based Marketing and the Role of Research in Sport Marketing

Market Identification Project #2: Marketing Plan Analysis.

Chapter 1 Consumer Behavior and Marketing Strategy.

Customer Segmentation Not all customers are the same. So stop taking a one-size-fits-all approach to your marketing and start segmenting your customers.

Strategies to Build Online Presence for Business.

Lesson 2 – Market Segmentation and Marketing Mix.

Chapter 7- slide 1 Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall Chapter Seven Customer-Driven Marketing Strategy: Creating Value.

What We Will Discuss Today u Communication u Promotion v Setting the promotion budget and mix v Advertising v Sales Promotion v Public Relations.

Copyright ©2014 by Pearson Education, Inc. All rights reserved.

MGT301 Principles of Marketing Lecture-35. Summary of Lecture-34.

Marketing II Chapter 6: Customer-Driven Marketing Strategy: Creating Value for Target Customers.

MARKETING MANAGEMENT Segmentation, Targeting, and Positioning.

Course Name: Principles of Marketing Code: MRK 152 Chapter: Four Customer driven Marketing Strategy.

MKT 421 Week 2 DQ 3 What are the different types of buyers and consumers? How does the type of buyer or consumer affect marketing strategy? As part of.

7 Identifying Market Segments and Targets

Chapter 7: Customer-Driven Marketing Strategy

Marketing Scheme of Gatorade G Force

Chapter Seven Customer-Driven Marketing Strategy:

Sports Marketing Chapter 2--Notes.

Advertising and Public Relations

2.02 Discuss the concept of market identification.

Explain the concept of market and market identification

Explain the concept of market and market identification

Explain the concept of market and market identification

SOCIAL MEDIA STRATEGY.

Consumer Research and the Research Process.

Chapter 7 Identifying Market Segments and Selecting Target Markets by

Presentation transcript:

Segmenting Audiences for Sports MKT 3865 Dr. Don Roy

Segmenting and Targeting Market Segmentation - Dividing market into smaller groups of buyers based on distinct characteristics or needs. Target Marketing - Process of evaluating market segments and deciding which segment(s) to enter.

Market Segmentation is… A Default Strategy Population ≠ Market An Adaptive Strategy Differing needs/wants A Creative Process Leeway in segmentation

Segmenting Consumer Audiences What are the descriptive characteristics of our customers? What benefits do our customers seek? What behaviors do our customers exhibit? How can we reach and engage our customers?

Engage? What does it mean to engage consumers? To hold the attention of To induce to participate Source: Merriam-Webster Dictionary

How Can We Reach and Engage? Where are communication touchpoints? Media for information Media for entertainment Use of traditional media Use of social media Where are segments found? Geography Needs/wants Interests Information consumption Relationships What media vehicles are appropriate and cost effective? Maximizing targeted reach Cost effectiveness = max audience for price Right audience vs. large audience

Reach & Engage: NFL and Women Seeks to expand fan base among year-old females. 1.Where can they be found? 2.What are communication touchpoints? 3.What media vehicles are appropriate and cost effective?