Mar-3711 Lecture Notes - Lecture 5: Creative Destruction, New Idea, X Games
Document Summary
Only 35 percent of us population attends annually. Older consumers are more likely to attend. Age when attended rst game a ects likely attendance. A basic marketing staple: it"s divide and conquer! De ned: the process of dividing a heterogenous market into homogeneous groups with similar needs and wants in order to develop more e cient and e ective marketing strategies to attract those who are the most likely to buy a ticket. The issue: how do sports marketers nd and market to those likely to buy tickets. Di culty lies in fact that ticket buyers often are not who attends. For most professional teams, season tickets will consist of 60% corporate buyers and 40% individual buyers. Key: gaining the knowledge and resources of customers. Targeting the 35 percent that may purchase tickets. Encouraging targeted customers to promote events (+wom) Who"s a potential customers and who"s not.
