Chap013[1] - Introduction and Review Introduction and...

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Unformatted text preview: Introduction and Review Introduction and Review *“The Mass Market Is Dead” *“One-Size-Fits-All” Strategy is Obsolete *Mass Marketing Has Given Way to Differentiated Marketing Differentiated Strategies Differentiated Strategies *Marketing Mix Tailored to Each Selected Target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 Market Segmentation Market Segmentation *Is as Relevant for Sports Products as it is for Nonsports Products such as Cars, Fast Food Restaurants, Beverages, and University Programs Target Market Decisions Target Market Decisions in the Consumer Market in the Consumer Market *Market Segmentation – the Process of Subdividing the Heterogeneous Mass Market into Two or More Smaller, More Homogeneous Groups of Consumers Segmentation Criteria Segmentation Criteria in the Consumer Market in the Consumer Market *Demographics *Geographics *Psychographics *Product-Related Variables Demographics Demographics Demographics Demographics Geographics Geographics *Urban Versus Suburban *Basketball versus Soccer *One Part of Country Versus Another *Snowboarding versus Golf *One Country Versus Another *Cricket versus Baseball Psychographics (Lifestyle) Psychographics (Lifestyle) Product-Related Variables Product-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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This note was uploaded on 08/04/2011 for the course ADV 4301 taught by Professor Annrodriguez during the Summer '11 term at Texas Tech.

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Chap013[1] - Introduction and Review Introduction and...

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