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Transcript
Chapter 15 Segmentation of the Sports Market McGraw-Hill/Irwin 15-1 ©2007 The McGraw-Hill Companies, All Rights Reserved Introduction and Review • “The Mass Market Is Dead” • “One-Size-Fits-All” Strategy is Obsolete • Mass Marketing versus Differentiated Marketing 15-2 Differentiated Strategies • Marketing Mix Tailored to Each Selected Target Market • Not Everyone: – Wants the same products – Shops at the same types of retail facilities – Will pay the same prices – Is motivated by the same promotions 15-3 Market Segmentation • As Relevant for Sports Products as It Is for Nonsports Products such as Cars, Fast Food, Restaurants, Beverages, and University Programs 15-4 Target Market Decisions in the Consumer Market • Market Segmentation – the Process of Subdividing the Heterogeneous Mass Market into Several Smaller, More Homogeneous Groups of Consumers • Target Market – A Market Segment that the Marketer Will Pursue Via the Development of a Tailored Marketing Mix 15-5 Segmentation Criteria in the Consumer Market • Demographics • Geographics • Psychographics • Product-Related Variables 15-6 Demographics 15-7 Demographics 15-8 Geographics • Urban Versus Suburban – Basketball versus Soccer • One Part of Country Versus Another – Skiing versus Golf • One Country Versus Another – Cricket versus Baseball 15-9 Psychographics (Lifestyle) 15-10 Product-Related Variables • Level of Use – Season ticket buyer versus infrequent buyer • Loyalty – Long-term versus new season ticket buyer • Benefits Sought – Social outing versus entertainment by athletes 15-11 Sports Fans • Criteria Used to Segment the Overall Market of Sports Fans – Involvement – Participation – Social Needs – Identification – Appreciation of Sport – Sex Appeal 15-12 Six Segments of Sports Fans • • • • • • Players Patriots Appreciators Socialites Friends Voyeurs 15-13 Players • Those Who Play a Sport Are More Likely to be a Fan of that Sport • Example: Golfers Are Most Likely Group to Attend or Watch a Golf Tournament on TV 15-14 Patriots • National Pride – England versus France • Regional Pride – New York versus Boston • Important Segment for International Competitions such as the Olympics, the World Baseball Challenge, and the World Cup of Soccer 15-15 Appreciators • Admiration of the Players’ Skills • Desire to Witness Excellence • Not as Concerned about Who Wins 15-16 Socialite • Segment Seeks Sports Event Where Interaction with Friends Is Facilitated • Tailgating (Boot Parties) • Members May Not be Very Knowledgeable of the Sport or Event They Are Attending 15-17 Friends • Watch Friend or Family Member Compete • May Have Limited Knowledge of Sport • Important for Minor Sports and Events – High School Sports – Amateur Recreational Sports 15-18 Voyeurs • Drawn by the Sex Appeal of the Sport or the Individual Athletes • Skimpy Attire (Beach Volleyball) • Attractive Participant (Anna Kournakova) 15-19 Overview of the Fan Market 15-20 Participation Market • Players Rather than Spectators • Segmentation Still Important for Marketer • Same Four Categories of Segmentation Criteria Can be Applied – Demographics – Psychographics – Geographics – Product-Related Variables 15-21 Aggregate Participation Market • • • • • Excitement-Seeking Competitors Getaway Actives Fitness Driven Health-Conscious Sociables Unstressed and Unmotivated 15-22 Excitement-Seeking Competitors • Prone to Engage in Risky Activities – Bungy Jumping, Extreme Sports • Predominantly Male • Relatively Young • Generally Single 15-23 Getaway Actives • Fun with Family and Friends – Skiing, camping, hiking, golf • Vacation Prone • Social Motives • Both Sexes 15-24 Fitness Driven • Activities Requiring Strength and Stamina – Running, Aerobics, Martial Arts • College Graduates Dominate this Group • Predominantly Female 15-25 Health-Conscious Sociables • Activities that Foster Good Health – Walking, Light Cardiovascular Exercise • Older Participants • Predominantly Female 15-26 Unstressed and Unmotivated • Prone to be Inactive • Generally Older (Both Sexes) • Few Activities Appeal to this Segment • Little Marketers Can do to Induce Activity by Members of this Segment 15-27 Sport-Specific Segmentation • More Insight than with Segmentation of the Aggregate Participation Market • Used to Identify Homogeneous Segments • Applicable for Any Participation Activity – Golf, Bowling, Poker, Skiing, Tennis, Hunting 15-28 Segmenting the Golfer Market • Different Levels of Playing Ability • Different Motives for Playing • Different Attitudes toward Practice • Differing Frequency of Play 15-29 Five Segments of Golfers – Competitors – Players – Sociables – Aspirers – Casuals • Recognizing Different Segments Allows Golf Marketers to Better Satisfy Their Various Groups of Customers 15-30 Closing Capsule • “One-Size-Fits-All” Clothing Results in Consumers Wearing Clothes that Don’t Fit • Developing One Marketing Mix For All Consumers Is Just as Ineffective • Market Segmentation and the Resultant Differentiated Marketing Strategy Provide a Better Fit for Each Consumer 15-31 Closing Capsule • Market Is Segmented Using Relevant Criteria • Target Markets Are Selected from the Array of Identifiable Market Segments • A Corresponding Marketing Mix Is Developed for Each Selected Target Market 15-32 Closing Capsule • Segmentation Is Appropriate for: – The Aggregate Fan Market – The Fans of a Particular Spectator Sport – The Aggregate Participation Market – Participants of a Particular Activity 15-33