Demographics and Market Segmentation Copyright © Texas Education Agency, All rights reserved. Copyright © Texas Education Agency, All rights reserved.

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Demographics ► Age range, marital status, gender, ethnic background, income level, and education level ► Finding out a group of spectators’ interests and planning a product or service that the spectators will buy is a function of sports marketing 3 Copyright © Texas Education Agency, All rights reserved.

Price for Entertainment ► Interest of the market ► National importance of the event ► Popularity of the participating athletes or celebrities ► Rivalry associated with the contest 4 Copyright © Texas Education Agency, All rights reserved.

Entertainment Marketing ► Influencing how People Choose to Spend Their Time and Money on Entertainment  product to be marketed  how entertainment is used to attract attention to other products  entertainment-whatever people are willing to spend their money and spare time viewing rather than participating in 5 Copyright © Texas Education Agency, All rights reserved.

Market Segmentation ► Divides markets into physical location such as Eastern, Northern, Southern, and Western ► Based on different sections of the city or different climates 6 Copyright © Texas Education Agency, All rights reserved.

Demographic Segmentation ► Focused on information that can be measured ► Based on age, income, profession, gender, education, marital status, and size of household 7 Copyright © Texas Education Agency, All rights reserved.

Psychographics Segmentation ► Focused on characteristics that cannot be physically measured ► Decisions based on emotions 8 Copyright © Texas Education Agency, All rights reserved.

Behavioral-Based Segmentation ► Based on customer’s attitude toward products and services ► Product usage-what products you use and how often ► Benefits derived-satisfaction of spending time with the family or showing team spirit 9 Copyright © Texas Education Agency, All rights reserved.

Target Customers ► Varied ages and incomes ► Design a comprehensive plan with a clear understanding of which specific targeted group is the focus of each phase of the plan ► Targeted customers guide the selection of the media and the promotional mix 10 Copyright © Texas Education Agency, All rights reserved.

Capture a Market Share ► Every business wants to sell to the maximum number of potential customers ► Market share is the percentage of total sales of a product or service that a company expects to capture in relation to its competitors 11 Copyright © Texas Education Agency, All rights reserved.

Marketing to Different Generations ► Matures ► Baby Boomers ► Generation X ► Generation Y ► Niche market-smaller group within the generational group 12 Copyright © Texas Education Agency, All rights reserved.

Movies ► Movie Preview-the release of a movie to a limited number of theaters prior to its official release ► Art-house Movie-movies that are outside the mainstream of popular subjects 13 Copyright © Texas Education Agency, All rights reserved.

Managing the Costs of Movies ► High production and distribution costs ► Wide Release-distributing a movie nationally to a thousand or more theaters at the same time ► Renting movies to watch at home 14 Copyright © Texas Education Agency, All rights reserved.

Impact of Consumer Trends ► Retro Television-television re-runs ► Game Shows from the past are reappearing in a new format ► Audience ratings are carefully monitored by television networks 15 Copyright © Texas Education Agency, All rights reserved.

Socio-Cultural Issues ► Trends in customer attitudes, lifestyles, opinions, and demographics ► Lifestyles-eating out frequently may result in obesity ► Sports and entertainment events cannot count on past successful events for future success. 16 Copyright © Texas Education Agency, All rights reserved.