1. Demographics and Market Segmentation Copyright © Texas Education Agency, 2011. All rights reserved. Copyright © Texas Education Agency, 2011. All rights reserved.

2. Copyright and Terms of Service Copyright © Texas Education Agency. The materials found on this website are copyrighted © and trademarked ™ as the property of the Texas Education Agency and may not be reproduced without the express written permission of the Texas Education Agency, except under the following conditions: 1) 1)Texas public school districts, charter schools, and Education Service Centers may reproduce and use copies of the Materials and Related Materials for the districts’ and schools’ educational use without obtaining permission from the Texas Education Agency; 2) Residents of the state of Texas may reproduce and use copies of the Materials and Related Materials for individual personal use only without obtaining written permission of the Texas Education Agency; 3) Any portion reproduced must be reproduced in its entirety and remain unedited, unaltered and unchanged in any way; 4) No monetary charge can be made for the reproduced materials or any document containing them; however, a reasonable charge to cover only the cost of reproduction and distribution may be charged. Private entities or persons located in Texas that are not Texas public school districts or Texas charter schools or any entity, whether public or private, educational or non-educational, located outside the state of Texas MUST obtain written approval from the Texas Education Agency and will be required to enter into a license agreement that may involve the payment of a licensing fee or a royalty fee. 2 Copyright © Texas Education Agency, 2011. All rights reserved.

3. Demographics ► Age range, marital status, gender, ethnic background, income level, and education level ► Finding out a group of spectators’ interests and planning a product or service that the spectators will buy is a function of sports marketing 3 Copyright © Texas Education Agency, 2011. All rights reserved.

4. Price for Entertainment ► Interest of the market ► National importance of the event ► Popularity of the participating athletes or celebrities ► Rivalry associated with the contest 4 Copyright © Texas Education Agency, 2011. All rights reserved.

5. Entertainment Marketing ► Influencing how People Choose to Spend Their Time and Money on Entertainment  product to be marketed  how entertainment is used to attract attention to other products  entertainment-whatever people are willing to spend their money and spare time viewing rather than participating in 5 Copyright © Texas Education Agency, 2011. All rights reserved.

6. Market Segmentation ► Divides markets into physical location such as Eastern, Northern, Southern, and Western ► Based on different sections of the city or different climates 6 Copyright © Texas Education Agency, 2011. All rights reserved.

7. Demographic Segmentation ► Focused on information that can be measured ► Based on age, income, profession, gender, education, marital status, and size of household 7 Copyright © Texas Education Agency, 2011. All rights reserved.

8. Psychographics Segmentation ► Focused on characteristics that cannot be physically measured ► Decisions based on emotions 8 Copyright © Texas Education Agency, 2011. All rights reserved.

9. Behavioral-Based Segmentation ► Based on customer’s attitude toward products and services ► Product usage-what products you use and how often ► Benefits derived-satisfaction of spending time with the family or showing team spirit 9 Copyright © Texas Education Agency, 2011. All rights reserved.

10. Target Customers ► Varied ages and incomes ► Design a comprehensive plan with a clear understanding of which specific targeted group is the focus of each phase of the plan ► Targeted customers guide the selection of the media and the promotional mix 10 Copyright © Texas Education Agency, 2011. All rights reserved.

11. Capture a Market Share ► Every business wants to sell to the maximum number of potential customers ► Market share is the percentage of total sales of a product or service that a company expects to capture in relation to its competitors 11 Copyright © Texas Education Agency, 2011. All rights reserved.

12. Marketing to Different Generations ► Matures ► Baby Boomers ► Generation X ► Generation Y ► Niche market-smaller group within the generational group 12 Copyright © Texas Education Agency, 2011. All rights reserved.

13. Movies ► Movie Preview-the release of a movie to a limited number of theaters prior to its official release ► Art-house Movie-movies that are outside the mainstream of popular subjects 13 Copyright © Texas Education Agency, 2011. All rights reserved.

14. Managing the Costs of Movies ► High production and distribution costs ► Wide Release-distributing a movie nationally to a thousand or more theaters at the same time ► Renting movies to watch at home 14 Copyright © Texas Education Agency, 2011. All rights reserved.

15. Impact of Consumer Trends ► Retro Television-television re-runs ► Game Shows from the past are reappearing in a new format ► Audience ratings are carefully monitored by television networks 15 Copyright © Texas Education Agency, 2011. All rights reserved.

16. Socio-Cultural Issues ► Trends in customer attitudes, lifestyles, opinions, and demographics ► Lifestyles-eating out frequently may result in obesity ► Sports and entertainment events cannot count on past successful events for future success. 16 Copyright © Texas Education Agency, 2011. All rights reserved.