[MAR 4711] - Final Exam Guide - Ultimate 44 pages long Study Guide!
Document Summary
Sports fans face lots of options and limited resources. Fans are not singularly committed, have to make choices, have limited finances, and are gettable with the right stimulus. Decision makers are interested in increasing fan commitment, and in more consumption of their sport, programming, and product. First critical step in reaching, attracting and retaining fans is understanding not only who the fan is but how the fan connects to a sport. Segment into 2 categories: demographic and values. Demographic analysis looks at a person"s age, gender, race and ethnicity, occupation, education, and location. Strong emphasis to identify and appeal to different marketplaces. Males 18-34 more desirable because they are a lucrative market, but not as reachable or predictable as other age groups. Value analysis examines the underlying lifestyle of the target markets. Number of connections can be made to these value.
