Question 1

Define and list the AIO dimensions under psychographic segmentation.

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Question 2

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

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Question 3

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

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Question 4

Apply market selection decisions (segmentation,targeting,positioning)to minor league baseball.

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Question 5

When the NHL ran ads featuring celebrities,such as Shania Twain,Jim Belushi,and Cuba Gooding Jr.,about cracking down on violence (in game fighting)they were using repositioning.

Accepted Answer

Repositioning involves changing the perception of a product or brand in the minds of consumers. By featuring celebrities in ads about cracking down on violence in hockey, the NHL was attempting to reposition itself as a league that prioritizes player safety and sportsmanship rather than fighting and violence.

Question 6

According to the text,for sports marketers engaged in the strategic sports marketing process,two common goals are attracting more fans and keeping them.Benefit segmentation lies at the heart of these two objectives.

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Question 7

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.

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Niche marketing is when a company targets a specific, narrow segment of the market with a specialized product or service. In this case, Nike would be targeting marathon runners with specific size limitations and a higher price point, which would be considered a niche market.

Question 8

Construct a perceptual map to explain the differences between sports and other entertainment choices.

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Question 9

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

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Quiz 6: Segmentation, targeting, and Positioning