Marketing Applications (STP)

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 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)

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