chapter 6 - sports marketing

marketing selection decisions

are the most critical elements of the strategic sports marketing process

market segmentation

is defined as identifying groups of consumers based on their common needs

demographic segmentation

Demographics include such variables as age, gender, ethnic background, and family life cycle.

children

There has always been a natural association between children and sports. Children have tremendous influence on purchasing decisions within the family and are increasingly purchasing more and more on their own

teens

just as with the youth user segment, the number of teens is also expected to rise exponentially. With this potential amount of purchasing power, it can be understood why sporting goods fall within the top 10 advertising categories for teens

the mature market

Another market that is expected to increase at a staggering pace is the age 55 and older, mature market. The mature market is living longer and becoming more and more physically active

ethnic background

is based on grouping consumers of a common race, religion, and nationality.

socioeconomic segmentation

another way of segmenting markets that was found to be a good predictor of consumer behaviour

social class

is a division of members of a society into a hierarchy of distinct status classes, so that members of each class have relatively the same status and members of all other classes have either more or less status

psychographic segmentation

is described as grouping consumers on the basis of a common lifestyle preference and personality

AIO dimensions

to gain a better understanding of consumer’s lifestyle, marketers assess consumer’s dimensions or statements describing activities, interests, and opinions

geographic segmentation

Geographics is a simple, but powerful, segmentation basis. Certainly, this is critical for sports marketers and as long-standings as “rooting for home team.“

behavioural segmentation

groups consumer based on how much they purchase, how often they purchase, and how loyal they are to a product or service

benefits segmentation

is the appeal of a product or service to a group of consumers

geodemographic segmentation

is that people living in close proximity are also likely to share the same lifestyle and demographic composition

target marketing

is choosing the segments that will allow an organization to most efficiently and effectively attain its marketing goals

majority fallacy

assumes that the largest group of consumers should always be selected as the target market

niche marketing

is the process of carving out a relatively tiny part of a market that has a very special need not currently being filled

market niche

is initially much smaller than a segment and consists of a very homogeneous group of consumers, as reflected by their unique need

identifiable

differentiation among attribute measures must occur so they can be identified

accessible

market segments must be reachable through communication and distribution channels

sustainable

market segments should be sufficiently large to justify the resources required to target them

unique needs

clarify considerations and offerings as they relate to the needs of the consumer

durable

segments should be measured to identify stability and minimize cost and the frequency of change

segments to be measurable they should be evaluated against the following criteria

• identifiable

• accessible

• sustainable

• unique needs

• durable

positioning

is defined as fixing your sports entity in the minds of consumers in the target market

perceptual maps

provide marketers with three types of information. First, perceptual maps indicate the dimensions or attributes that consumers use when thinking about a sports product or service. Second, tell sports marketers where different sports products or services are located on those dimensions. The third is how your product is perceived relative to the competition.

reposition

change the image or perception of the sports entity in the minds of consumers in the target market