1. PI – Describe target marketing in sport/event marketing
SEM1 3.01
PI – Describe target marketing in sport/event marketing

2. Marketing Terms
Market – the group of all potential customers who share common wants and needs
Ex: People that play video games
Consumers in a Market:
Have the desire to make a purchase
Have a willingness to purchase a product
Have the financial means to make a purchase

3. Marketing Terms
Mass Marketing – single marketing plan to reach all consumers (Everybody!)
Ex: bottled water, foods, soda, phones

4. Mass Marketing Disadvantages Advantages
Single message may not reach enough customers
Product may not appeal to everyone
Advantages
One message to a large audience
One product for everyone
Less promotional cost
Less work

5. Marketing Terms
Target Market – group of specific customers that a company desires to have as consumers
Have specific characteristics
Ex: BOYS that play video games
Target Marketing – Businesses identify and select customers with similar wants and needs
Make products, goods, and services for these customers
Aim all advertising and marketing efforts at these customers

6. Importance of target marketing
Potential Customers:
Who is buying?
What do they buy?
Why do they buy?
Match the good or service with customer needs
Satisfy wants and needs
Sports Marketing:
Targets those with disposable income

7. Target Marketing?

8. Target Marketing?

9. Marketing Terms
Market Segmentation – dividing the entire market into smaller groups that share common characteristics
What? Creates a target market
Why? Not all consumers are alike
Different wants, needs, and reasons for buying
Focus products and marketing to a specific group

10. People Who Play Video Games
Marketing Terms
Marketing Segments – groups of unique individuals that share common characteristics
People Who Play Video Games
Yellow: All video games
Blue: Sports Games
Red: Role Playing Games
Green: Military Games

11. Types of Market Segmentation
Demographic
Based on consumer statistics and characteristics
Geographic
Based on where the consumers live and work
Psychographic
Based on what consumers do and like
Behavioral
Based on why consumers buy a product

12. Demographic Market Segmentation
Age
Generation
Baby-boomers (‘46 – ’64)
X (‘65 – ’76)
Y (‘77 – ’93)
Z (‘94 – ’04) techies
Gender
Family size
Family life cycle
Income
Disposable & Discretionary
Occupation
Education
Ethnicity
Nationality
Religion
Social Class

13. Demographic Examples

14. Geographic Market Segmentation
Location
Size of Population
Climate and Weather

15. Geographic Examples

16. Psychographic Market Segmentation
Activities
Interests
Lifestyle
What a person likes to do.
Ex: Buying golf clubs
because you enjoy playing golf

17. Psychographic Examples

18. Behavioral Market Segmentation
Based on consumer behavior towards a product
Benefits sought
What will the product do for me?
Usage Rate
How often do they purchase?
Brand Loyalty
User status
Potential, first-time, or regular buyer
Readiness to buy
Have to have it now!
Special Occasions
Holidays, birthdays & other events that stimulate purchases

19. Behavioral Examples

20. Niche Marketing Marketing directed towards a small (underserved) group
Can have great results
Examples:
Fisker Karma
Hybrid Supercar
Lefties Only
The Specialty Shop for Left-Handed
Golfers and baseball players.