Segmentation Targeting Positioning Advertising Marketing PR Distribution Logistics Research Proposal

Pages: 5 (1441 words)  ·  Style: APA  ·  Bibliography Sources: 2  ·  Level: College Senior  ·  Topic: Business - Advertising

Marketing

Market Segmentation

The market for any product can be defined as a group of people who has sufficient purchasing power, authority, and willingness to buy the product in question. The market segmentation stage will directly determine the following section of market targeting. Market segmentation refers to the specific characteristics of the market that is most likely to buy the product, which is in this case tickets for Dodgers games.

The market segmentation stage also considers the specific needs satisfied by the product or service. Attending a Dodgers game is an activity that provides pleasure and social stimulation. It is therefore a purely emotional need that is satisfied for the consumer. More specifically, the market for the product is therefore consumers who are specifically interested in baseball games and who are supporters of the Dodgers.

A further factor to consider in market segmentation is costs. The market can be widened by diversifying costs. Costs for the baseball games will vary according to season and position, as well as individuals or groups buying the tickets. Other factors in market segmentation include the age and gender of the target market. People who attend baseball games tend to be predominantly males between 20 and 40.

In market segmentation, the subtle influences on purchase decision-making should also be considered, particularly for purchases that involve non-necessary products such as baseball game seats.

Purchasers may for example have a preference for a certain channel of distribution. Individual tickets for Dodgers games can be purchased via outlets, the telephone, or online. Season or group seats can be inspected prior to purchase, or also be purchased via remote channels such as phone lines or the Internet.

Buyer attitude can also have an influence on ticket sales, which is closely related to the number of games that the Dodgers win. If they have a low-volume win season, it is likely that ticket sales will drop; marketing then has to be adjusted accordingly.

The seller also has considerable influence over sales. The company that sells Dodgers tickets has extensive experience with the particular market segment involved, and is therefore positioned favorably to use a sales strategy that appeals to this segment. The company has also shown itself to be reliable in terms of ticket availability, and special services to high-paying customers. Customers making use of the company have a very favorable experience, and is likely to continue using the company for their ticket purchases.

Specifically, the Dodgers ticket company also uses demographic segmentation according to the specific social groups interested in the Dodgers games. These include the high-end market, such as executives and entertainment firms, and secondly the Hispanic market.

Targeting

The Dodgers ticket selling company therefore targets two markets: the high-end market and the Hispanic market. The first sector generally purchase tickets in groups and tend towards the season tickets. They enjoy entertaining in style and tend to make their entertainment decisions without considering financial implications. The Hispanic market on the other hand tends to purchase their tickets more carefully, and tend towards the less expensive seats, but are no less important in terms of their support for the Dodgers.

The importance of this market lies in the pitcher Fernando Venizwalwa, recruited for the Dodgers during the 1980s. During this decade, Hispanic marketing was not part of the Dodgers strategy. Fernando came from a poor town in central Mexico. His talent brought him great prominence in the Dodgers and in baseball generally, making him an overnight attraction for the Hispanic market. This market gave him the nickname "el Toro." It is important in this way to understand the power of ethnic marketing for ticket sales. Indeed, merchandise such as jerseys and other merchandise from his overnight success is a significant supplement to ticket sales. The latter is not insignificant, with Fernando's presence drawing crowds of between 10,000 and 15,000 persons, of which many are of Hispanic origin.

While mass marketing may make sense in terms of Fernando's wide appeal, it is also useful to target the Hispanic market specifically. A combination of differentiated and concentrated marketing can provide significant results. In differentiated marketing, both the high-level and Hispanic segments are targeted via respective marketing strategies for each. In concentrated marketing, the Hispanic market is targeted preferentially, followed by the high-level market, as this also brings in valuable business.

The… [END OF PREVIEW]

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Segmentation Targeting Positioning Advertising Marketing PR Distribution Logistics.  (2008, August 17).  Retrieved December 17, 2018, from https://www.essaytown.com/subjects/paper/segmentation-targeting-positioning/788240

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