Exam 6: Segmentation, targeting, and Positioning

In psychographics,AIO stands for _____.

The person who attends a sporting event is most likely to be male,younger,more educated,and have higher income than the general population.This description of a typical member of the "game attendee" segment is based on _____.

_____ is changing the image or perception of the sports entity in the minds of consumers in the target market.

______ is choosing the segment(s)that will allow an organization to most efficiently and effectively attain its marketing goals.

The majority fallacy is the assumption that _____.

Niche strategies are concerned with _____.

If Nike ran ads for a shoe that would be designed for marathon runners,with specific size limitations,and cost twice as much as existing running shoes,this would be an example of niche marketing.

The grouping of fans according to size of purchase,frequency of purchase,and loyalty is the basis of _____ segmentation.

No-alcohol sections,family nights,and singles night at the ballpark would be good examples of segmenting based on _____.

The market selection decisions are _____.

By definition,the members of a market segment have _____.

The mature adult market (55+ years old)for sports marketers is expected to remain constant,with very little room for growth.

Explain the market selection decisions of segmentation,target markets,and positioning.

According to the text,market segmentation is defined as identifying groups of consumers based on their common needs.

List and describe the six bases for segmentation of consumer markets.

_____ is defined as identifying groups of consumers based on their common needs.

Position marketing is choosing the segment(s)that will allow an organization to most efficiently and effectively attain its marketing goals.

According to the text,most people equate social class (socioeconomic segmentation)with income,although income alone can be a poor predictor of social class.Other factors,such as education level and occupation,also go into determining social class.

Define and list the AIO dimensions under psychographic segmentation.

Ethnic groups (African Americans,Hispanic Americans,and Asian Americans)are becoming increasingly important to sports marketers as their numbers continue to grow.