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Published byMitchell Sherman Horton Modified over 8 years ago
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Marketing Applications (STP) HSS 3000 Sport Marketing Brian Turner
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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.”
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Bases of Segmentation Demographics –Age –Gender –Ethnicity –Family life cycle Socioeconomic Psychographic
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Golf Lifestyle Profiles Ranked by Index Top 5 Lifestyles Snow ski frequently (187) Tennis frequently (178) Stock/bond investments (158) Travel for business (157) Frequent flyer (155) Bottom 5 Lifestyles Bible/devotional reading (79) Sewing (83) Automotive work (87) Health/natural foods (88) Needlework/knitting (88)
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Bases of Segmentation Geographic Behavioral Benefits sought
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Choosing More Than 1 Segment Geodemographic segmentation
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Target Markets “… choosing the segment(s) that will allow an organization to most efficiently and effectively attain its marketing goals.”
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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
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Positioning “… fixing your sports entity in the minds of consumers in the target market.” Repositioning
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