1. Marketing/Sport and entertainment mgmt
Target Markets
Marketing/Sport and entertainment mgmt

2. What is a target market?
A specific group of consumers that marketing efforts are being aimed towards.
First element towards a marketing strategy.
Determines the success of the product in the marketplace

3. Strategies to reach target markets
Undifferentiated
Differentiated
Concentrated

4. Undifferentiated Marketing
Mass marketing
Ignoring individual market segments
Goes after the whole market with one offer
Wide audience
Persuasion
Radio, television, newspapers

5. Differentiated Marketing
Multi-segment marketing
Providing separate offerings to each target market
Unique appealing to multiple segments
Total sales may increase, but so will costs

6. Concentrated marketing
One target market
Target market is very specific and defined
Small companies with limited resources
Does not believe in mass marketing

7. Undifferentiated Example: CVS
Target Market: Women
80% of the customers
Multitasking women
Shorter wait time, wider and better-lit shopping aisles, and more beauty products
^ Kurtz, Dave. (2010). Contemporary Marketing Mason, OH: South-Western Cengage Learning.

8. Differentiated example: oreo cookie
Target Markets
US: Double Stuffed
China: Four layers of cookie in a biscuit
Germany: Dark chocolate
^ Kurtz, Dave. (2010). Contemporary Marketing Mason, OH: South-Western Cengage Learning.

9. Concentrated example: WWE
Target Market: Young Males
WWE Raw - number one entertainment program on primetime cable among male viewers (2 million+)
Male Demographics:
Time Slot: 8:00 PM ET to reach its target market
World Wrestling Entertainment. (2009, May 28). Strength in Numbers: World Wrestling Entertainment 2009 Annual Report. Retrieved from

10. Psychology of target markets
Focused customized message
Consumers are persuaded by the characteristics in the advertisement and those of the consumer
Strategies are constructed from consumer similarities between some aspects of the advertisement and characteristics of the consumer
Create identity and ability to relate