Kinesiology 3399F/G Lecture Notes - Lecture 8: Sexual Orientation
11 Apr 2019
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Document Summary
The process of dividing a large, heterogenous market into more heterogenous groups of people who have similar wants, needs, or demographic profiles, to whom a product may be targeted. Match our product, prices, promotions, location, and public relations to a specific contexts. State-of-mind segmentation assumes that consumers may be divided by personality traits; by lifestyle characteristics such as attitudes, interests, and opinions; and by preferences and perceptions. Values and lifestyle (vals) typology (not yet used much in sport marketing) Disproportion number of people in some sports who come from tough backgrounds until they make it big. Bad teams not living up to their end of the bargain. Common divisions include heavy, medium, and light users. 80-20 rule: 80 percent of business comes from 20 percent of customers. Repeat business is the key to success (e. g. , season-ticket holder versus single-game attendee) Not all consumers consume at the same rate.
