1. Marketing Applications (STP) HSS 3000 Sport Marketing Brian Turner

2. 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.”

3. Bases of Segmentation Demographics –Age –Gender –Ethnicity –Family life cycle Socioeconomic Psychographic

4. 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)

5. Bases of Segmentation Geographic Behavioral Benefits sought

6. Choosing More Than 1 Segment Geodemographic segmentation

7. Target Markets “… choosing the segment(s) that will allow an organization to most efficiently and effectively attain its marketing goals.”

8. 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

9. Positioning “… fixing your sports entity in the minds of consumers in the target market.” Repositioning