Strategic Sport Marketing

By David Shilbury; Shayne Quick et al. | Go to book overview

4
Market research:
segmentation,
target markets and
positioning

Stage 1—Identification of marketing opportunities

Step 1—Analyse external environment (forces, competition, publics)

Step 2—Analyse organisation (mission, objectives, SWOT)

Step 3—Examine market research and marketing information systems

Step 4—Determine marketing mission and objectives

Stage 2—Strategy determination

Stage 3—Strategy implemention, evaluation and adjustment


CHAPTER OBJECTIVES
Chapter 4 examines the development of marketing research and its use in segmentation, the selection of target markets and positioning. It demonstrates how marketing missions are created, objectives established and target markets selected. Furthermore it highlights how positioning is used to effectively locate a product or service within that target market.After studying this chapter you should be able to:
1. Create a basic marketing information system.
2. Articulate the components of small-scale market research.
3. Comprehend the market segmentation process.
4. Understand the rationale for the selection of target markets.
5. Appreciate the concept of positioning.

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