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Transcript of 13-1 Chapter 13 Segmentation of the Sports Market Copyright © 2010 by The McGraw-Hill Companies,...
13-1
Chapter 13Chapter 13
Segmentation of the Segmentation of the Sports MarketSports Market
Copyright © 2010 by The McGraw-Hill Companies, Inc. All rights reserved.
McGraw-Hill/Irwin
13-2
Introduction and ReviewIntroduction and Review
• “The Mass Market Is Dead”
• “One-Size-Fits-All” Strategy is Obsolete
• Mass Marketing Has Given Way to Differentiated Marketing
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Differentiated StrategiesDifferentiated Strategies
• Marketing Mix Tailored to Each Selected Target Market
• Not Everyone:– Wants the same products– Shops at the same types of retail facilities– Can or will pay the same prices– Is motivated by the same promotions
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Market SegmentationMarket Segmentation
• As Relevant for Sports Products as It Is for Nonsports Products such as Cars, Fast Food Restaurants, Beverages, and University Programs
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Target Market DecisionsTarget Market Decisionsin the Consumer Marketin the Consumer Market
• Market Segmentation – the Process of Subdividing the Heterogeneous Mass Market into Two or More Smaller, More Homogeneous Groups of Consumers
• Target Market – A Market Segment that the Marketer Will Pursue via the Implementation of a Marketing Mix Tailored to that Group of Consumers
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Segmentation Criteria Segmentation Criteria in the Consumer Marketin the Consumer Market
• Demographics
• Geographics
• Psychographics
• Product-Related Variables
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GeographicsGeographics
• Urban Versus Suburban– Basketball versus Soccer
• One Part of Country Versus Another– Skiing versus Golf
• One Country Versus Another– Cricket versus Baseball
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Product-Related VariablesProduct-Related Variables
• Level of Usage– Season ticket buyer versus infrequent buyer
• Loyalty– Long-term versus new season ticket buyer
• Benefits Sought– Social outing versus entertainment by athletes
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Sports Fans – Overall Market Sports Fans – Overall Market
• Criteria Used to Segment the Overall Market of Sports Fans
– Involvement– Participation– Social Needs– Identification– Appreciation of Sport– Sex Appeal
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Six Segments of Sports FansSix Segments of Sports Fans
• Players
• Patriots
• Appreciators
• Socialites
• Friends
• Voyeurs
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PlayersPlayers
• Those Who Play a Sport Are the Most Likely to be a Fan of that Sport
• Example: Golfers Are Most Likely Group to Attend or Watch a Golf Tournament on TV
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PatriotsPatriots
• National Pride – England versus France
• Municipal Pride – New York versus Boston
• Regional Pride – East versus West
• Important Segment for International Competitions such as the Olympics, the World Baseball Classic, and the World Cup of Soccer
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AppreciatorsAppreciators
• Admiration of the Players’ Skills
• Desire to Witness Excellence
• Not as Concerned about Who Wins
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SocialitesSocialites
• 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
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FriendsFriends
• Watch Friend or Family Member Compete
• May Have Limited Knowledge of Sport
• Important for Minor Sports and Events– High School Sports– Amateur Recreational Sports
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VoyeursVoyeurs
• Drawn by the Sex Appeal of the Sport or the Individual Athletes
• Skimpy Attire (Beach Volleyball)
• Attractive Participant (Maria Sharapova)
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Participation MarketParticipation Market
• Focus on Players Rather than Spectators
• Segmentation Still Important for Marketer
• Same Four Categories of Segmentation Criteria Can be Applied– Demographics – Geographics– Psychographics – Product-related Variables
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Aggregate Participation MarketAggregate Participation Market
• Excitement-Seeking Competitors
• Getaway Actives
• Fitness Driven
• Health-Conscious Sociables
• Unstressed and Unmotivated
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Excitement-Seeking CompetitorsExcitement-Seeking Competitors
• Prone to Engage in Risky Activities– Bungy Jumping, Extreme Sports
• Predominantly Male
• Relatively Young
• Generally Single
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Getaway ActivesGetaway Actives
• Fun with Family and Friends– Skiing, camping, hiking, golf
• Vacation Prone
• Social Motives
• Both Sexes
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Fitness DrivenFitness Driven
• Activities Requiring Strength and Stamina– Running, Aerobics, Martial Arts
• College Graduates Dominate this Group
• Predominantly Female
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Health-Conscious SociablesHealth-Conscious Sociables
• Activities that Foster Good Health– Walking, Light Cardiovascular Exercise
• Older Participants
• Predominantly Female
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Unstressed and UnmotivatedUnstressed 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
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Sport-Specific SegmentationSport-Specific Segmentation
• Applicable for Any Participation Activity– Golf, Bowling, Poker, Skiing, Tennis, Hunting
• More Insight than with Segmentation of the Aggregate Participation Market
• Used to Identify Homogeneous Segments of Participants in a Specific Activity
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Segmenting the Golfer MarketSegmenting the Golfer Market
• Different Levels of Playing Ability
• Different Motives for Playing
• Different Attitudes toward Practice
• Differing Frequency of Play
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Five Segments of GolfersFive Segments of Golfers
– Competitors– Players– Sociables– Aspirers– Casuals
• Recognizing Different Segments Allows Golf Marketers to Better Satisfy Their Various Groups of Customers
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Closing CapsuleClosing 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
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Closing CapsuleClosing 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
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Closing CapsuleClosing 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– Buyers of Sporting Goods, Apparel & Shoes– Buyers of Sports-related products such as
souvenirs, lessons, & sports magazines