Marketing Applications (STP)

1
Marketing Applications(STP)

• HSS 3000/5263
• 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
• Socioeconomic
• Psychographic

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Golf Lifestyle ProfilesRanked 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
• Product usage

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User Segments Estimated Attendance Impact on
MLB Club
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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