Sports Marketing Ch4

Segmentation is a default strategy because it reflects the understanding that differences exist among consumers in the marketplace.

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The good and bad news of market segmentation is that there is no single recipe or formula for segmenting audiences.

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Consumer behavior is driven by motivation to receive certain benefits or outcomes from a product or service.

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While it is tempting for marketers to focus on the heavy users of a product, it is important to target at least some marketing efforts at non-users, light users, and moderate users.

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Communication with audience segments can be more effective when it is linked to their interests or lifestyles.

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Eric, a marketer with the San Antonio Spurs, has contacted a large manufacturer about sponsoring the team. Since it would be a multimillion dollar sponsorship, Eric will most likely have to convince several people about the benefits of the arrangement.

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In evaluating a B2B buying decision, a company will likely compare the outcome to objectives that were established prior to the purchase.

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Because of the nature of sports, it is difficult to describe a sport's audience in terms of demographic characteristics.

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Social networking sites are an attractive medium for sports properties because of their ability to reach teens and young adults.

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Market segmentation is considered all of the following except

• default strategy
• adaptive strategy
• creative strategy
• positioning approach