demographics and market segmentation copyright © texas education agency, 2011. all rights reserved....

Demographics and Market Segmentation

Copyright © Texas Education Agency, 2011. All rights reserved.

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2 Copyright © Texas Education Agency, 2011. All rights reserved.

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


Price for Entertainment

► Interest of the market► National importance of the event► Popularity of the participating athletes

or celebrities► Rivalry associated with the contest


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


Market Segmentation

► Divides markets into physical location such as Eastern, Northern, Southern, and Western

► Based on different sections of the city or different climates


Demographic Segmentation

► Focused on information that can be measured

► Based on age, income, profession, gender, education, marital status, and size of household


Psychographics Segmentation

► Focused on characteristics that cannot be physically measured

► Decisions based on emotions


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


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


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


Marketing to Different Generations

► Matures► Baby Boomers► Generation X► Generation Y► Niche market-smaller group within the

generational group


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


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


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


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.


demographics and market segmentation copyright © texas education agency, 2011. all rights reserved....

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