Segmentation, targeting, and positioning
After completing this chapter, you should be able to:
• Discuss the importance of market selection decisions.
• Compare the various bases for marketing segmentation.
• Understand target marketing and the requirements of successful target marketing.
• Describe positioning and its importance in the market selection decisions.
• Construct a perceptual map to depict any sports entity’s position in the marketplace.
Market selection decisions are the most critical elements of the strategic sports marketing process. In this portion of the planning phase, decisions are made that will dictate the direction of the marketing mix. These decisions include how to group consumers together based ...
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