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chapter 6

chapter 6. Market Segmentation. Objectives. To appreciate the central role of segmentation in the marketing process To recognize the standard bases of market segmentation in sport. Market Segmentation.

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chapter 6

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  1. chapter6 Market Segmentation

  2. Objectives • To appreciate the central role of segmentation in the marketing process • To recognize the standard bases of market segmentation in sport

  3. Market Segmentation The process of dividing a large, hetero-geneous market into more homogeneous groups of people, who have similar wants, needs, or demographic profiles, to whom a product may be targeted

  4. Purpose of Segmenting • Specialize • Focus on the most likely to buy • Meet wants and needs without exhausting resources • Provide product, price, promotion, place, and public relations in the right way

  5. Identifiability, Accessibility, Responsiveness • Identifiability: Can marketer identify a segment? • Accessibility: Can marketer access the segment? • Responsiveness: Will the segment be responsive to marketing efforts in terms of wants and needs, and is it worth targeting the segment?

  6. Four Bases of Segmentation 1. State of being 2. State of mind 3. Product benefits 4. Product usage

  7. State of Being • Where a person lives • Income • Age • Family status • Number of children • Profession • Education • Gender • Sexual orientation • Race and ethnicity

  8. Values and Lifestyle (VALS) Typology • Innovators • Thinkers • Achievers • Experiencers • Believers • Strivers • Makers • Survivors

  9. Benefits What does the customer want from the experience or product? • Socialization • Excitement • High performance • Entertainment • Affordability • Affiliation • Recognition

  10. Product Usage • 80–20 rule: 80% of business comes from 20% of the customers. • Repeat business is the key to success (e.g., season-ticket holder vs. single-game attendee). • Serious runner seeks support, shock reduction, and long wear in shoes; casual wearer seeks light and fashionable shoes as regular footwear.

  11. User Group Segmentation: Spectator • Unaware: Nonuser • Aware: Nonuser consumer • Media consumer • Light user • Medium user • Heavy user • Defector

  12. Use of Database in Segmenting • State of being • State of mind • Usage • Benefits • Manipulated to specify approach to different segments (promotions) • General letter vs. invitation to personal sale

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