Segmentation Flashcards
The process of dividing a large, diverse market into smaller groups with similar characteristics to better meet their needs.
Market Segmentation
A Market Segment that the Marketer Will
Pursue via the Implementation of a Marketing Mix Tailored to
that Group of Consumers
Target Market
Criteria Used to Segment the Overall Market of Sports Fans
- Involvement
- Participation
- Social Needs
- Identification
- Appreciation of Sport
- Sex Appeal
- Passion/Interests
Six Segments of Sports Fans. Get into groups.
- Diehard Fans (Fanatics)
- Casual Fans (Main Eventers)
- Social Fans (Tag Alongs)
- Passionate Loyalists (Club Loyalists)
- Icon-Driven Fans (Icon Imitators)
- Trend-Following Fans (FOMO Followers)
-Focus on Players Rather than Spectators
- Segmentation Still Important for Marketer
Participation Market
-Excitement-Seeking Competitors
* Getaway Actives
* Fitness Driven
* Health-Conscious Sociables
* Unstressed and Unmotivated
Aggregate participation market
-Prone to Engage in Risky Activities(Bungy Jumping, Extreme Sports)
- Predominantly Male
- Relatively Young
- Generally Single
Excitement-Seeking Competitors
-Fun with Family and Friends
(Skiing, camping, hiking, golf)
- Vacation Prone
- Social Motives
Getaway Actives
-Activities Requiring Strength and Stamina
(Running, Aerobics, Martial Arts)
- College Graduates Dominate this Group
- Predominantly Female
Fitness Driven
-Activities that Foster Good Health
(Walking, Light Cardiovascular Exercise)
- Older Participants
- Predominantly Female
Health- Conscious Sociables
- 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
Unstressed and Unmotivated
