Sport service segmentation and targeting
Ekaterina Glebova · Edward Elgar Publishing eBooks · 2024
This chapter navigates the intricacies of market segmentation within the sports industry. Exploring phenomena such as fan communities, the diaspora effect, and effective segmentation practices, the chapter dissects various methods for categorizing the diverse consumer base. It delves into demographic, geographic, psychographic, behavioristic, socioeconomic, and usage segmentation, each playing a pivotal role in understanding and addressing the multifaceted needs of sports enthusiasts. The chapter outlines essential steps in market segmentation, guiding the identification of customer segments, development of attractiveness measures, and selection of target segments. Furthermore, it provides step-by-step instruction in segmentation and targeting. By exploring differentiated marketing, undifferentiated marketing, and niche marketing, the chapter empowers readers to make informed decisions in tailoring targeted sport marketing strategies. The objectives encompass a holistic grasp of segmentation concepts, identification of segmentation bases, differentiation strategies, and the application of target marketing principles within the dynamic landscape of sport management.