A Study on the Market Segmentation Strategy for Effective Marketing Communication of Professional Sports Teams

2020 ◽  
Vol 18 (3) ◽  
pp. 761-770
Author(s):  
Ki-Tae Yim ◽  
◽  
Chan-Soo Jun
Keyword(s):  
Market Segmentation ◽  
Professional Sports ◽  
Marketing Communication ◽  
Sports Teams ◽  
Segmentation Strategy

scholarly journals Problematizing Olympic Nationality

AJIL Unbound ◽  
2020 ◽  
Vol 114 ◽  
pp. 374-379
Author(s):  
Peter J. Spiro
Keyword(s):  
Twentieth Century ◽  
National Identity ◽  
Focal Point ◽  
Professional Sports ◽  
Sports Teams ◽  
Olympic Athletes ◽  
Nation States ◽  
International Solidarity

One can hope that the convening of the Tokyo Olympics will be a cause for global celebration. Tokyo could prove a focal point for international solidarity, a moment of relief and release after all of humanity faced down an insidious, invisible, and largely indiscriminate attacker. Unified as we otherwise may be, athletes will still come to the Games as representatives of nation-states. That may be an unavoidable organizing principle. Less justifiable will be the requirement that athletes be nationals of the states they play for. Under the Olympic Charter and the rules of particular sporting federations, athletes are subject to a non-state nationality regime that restricts the capacity of individuals to compete for countries for whose delegations they would otherwise qualify. This regime looks to maintain the putative integrity of Olympic competition by maintaining the unity of sporting and sociological national identity. But that legacy of the twentieth century no longer works in the twenty first. Nationality and associated criteria for participant eligibility undermine the autonomy of athletes and the quality of participation. The rules can no longer guarantee any affective tie between athlete and nation, instead arbitrarily enabling some, but not all, to compete on the basis of citizenship decoupled from identity. We don't require that athletes playing for our professional sports teams hale from the cities they represent. There's no reason why we need to require more of our Olympic athletes.

Municipal subsidiary policy toward professional sports teams

2012 ◽  
Vol 32 (7/8) ◽  
pp. 431-447 ◽  
Author(s):  
Yair Galily ◽  
Fany Yuval ◽  
Michael Bar‐Eli
Keyword(s):  
Professional Sports ◽  
Sports Teams

scholarly journals THE PROCEDURE OF DEVELOPMENT OF INTERNATIONAL MARKET SEGMENTATION STRATEGY

2020 ◽  
pp. 166-182
Author(s):  
Olga Prygara ◽  
Viktoria Zhurylo
Keyword(s):  
Market Segmentation ◽  
International Market ◽  
International Markets ◽  
Individual Characteristics ◽  
Entrepreneurial Activity ◽  
Cultural Environment ◽  
Market Demand ◽  
Market Environment ◽  
Segmentation Strategy ◽  
Segmentation Process

Introduction. Increase of intensity of international economic activity under the process of internationalization of commodity markets lead to the necessity of search of attractive international markets and segments. Aim of the article is the development of procedure of international market segmentation strategy and determination of peculiarities of international market segmentation in comparison with segmentation of domestic markets, considering the necessity of evaluation of factors of choice of attractive markets, considering the influence of cultural environment on entrepreneurial activity. Method (Methodology). Application of methods of scientific generalization, analysis and synthesis gave an opportunity to distinguish elements, that characterize segmentation of international markets; to systemize the factors of international market environment, that influence international market segmentation process, define customers’ characteristics, that influence their purchasing decisions; to distinguish stages of international market segmentation; to describe features and marketing tasks of each stage. Results. Segmentation of international markets has to be viewed as the systematized process of division of international markets on the groups of countries and groups of individual customers on the basis of their cultural values and motivations concerning their decision making process, that gives an opportunity to satisfy their specific needs and strengthen international competitive positions. The factors that influence international segmentation process are macrofactors: geographic, structural-demographic, legal, economic, scientific, socio-cultural; and microfactors: common market factors (market demand, competitive factors, factors of quality characteristics of the product) and customer-based factors (psychological, behavioral, individual characteristics of customers). The stages of the procedure of developing of international segmentation strategy are: market attractiveness evaluation; competitive analysis; demand evaluation; cultural environment analysis; macrosegmentation of markets; microsegmentation of markets; implementation of strategy and control. The proposed strategy of international segmentation strategy requires forming of the detailed marketing plan to a certain market segment and constant monitoring of its realization in accordance with changes in market environment and motivations of customers.

scholarly journals Segmentasi Pasar Ganda dalam Konser Malam Gembira: Merayakan Karya Cipta Guruh Soekarno Putra

2019 ◽  
Vol 4 (1) ◽  
pp. 1-7
Author(s):  
Gisela Anindita
Keyword(s):  
Social Media ◽  
Market Segmentation ◽  
Target Audience ◽  
Communication Strategy ◽  
Target Market ◽  
Marketing Communication ◽  
Important Thing ◽  
Product Service

Abstrak Komunikasi marketing adalah sebuah strategi dalam penyampaian informasi mengenai sebuah produk, jasa, ataupun kegiatan. Dalam komunikasi marketing, salah satu hal terpenting ialah segmentasi pasar. Target komunikasi dapat dibagi melalui demografis dan psikologis. Dalam artikel ini akan mendeskripsikan bagaimana ambiguitas target komunikasi marketing dapat terjadi pada Konser Malam Gembira: Merayakan Karya Cipta Guruh Soekarno Putra (KMG)pada tahun 2017. Secara garis besar, target komunikasi marketing KMG terbagi menjadi dua, yakni generasi X (kelahiran 1961-1980) dan generasi peralihan Y (1981-1997) dan Z (1998-2011). Hasilnya adalah karena adanya pengaruh perbedaan generasi dalam manajemen KMG itu sendiri. Nama Guruh Soekarno Putra, konsep acara, dan media sosial yang digunakan dalam strategi komunikasi marketing pun menimbulkan ambiguitas, sehingga target market yang dicapai terlalu luas dan menimbulkan ketidak-teraturan pada saat acara tersebut. Abstract Marketing communication is a strategy to give information about a product, service, or any activity. In marketing communication, one of the most important thing is a market segmentation. Communication target audience can be devided by demographic and psychology. This article will be describe about how ambiguity of communication target audience on Konser Malam Gembira: Merayakan Karya Cipta Guruh Soekarno Putra (KMG) 2017 can be occur. In larger scale, communication target audience KMG divide in to two, the X generation (born between 1961-1980) and transitional generation between Y (born between 19811997) and Z (1998-2011). The result found that the ambiguity is occur because of differencess between both generation inside the KMG organization itself. The name of Guruh Soekarno Putro, the concept of the concert, an social media that used in marketing communication strategy also make a ambiguity, thus maket the marketing target too widely and raises the chaotic at the concert.

scholarly journals Analysis of chicken and turkey meat consumption by segmentation of Spanish consumers using food-related lifestyle

2021 ◽  
Vol 19 (1) ◽  
pp. e0101 ◽  
Author(s):  
Amparo Baviera-Puig ◽  
Luis Montero-Vicente ◽  
Carmen Escribá-Pérez ◽  
Juan Buitrago-Vera
Keyword(s):  
Statistical Analysis ◽  
Market Segmentation ◽  
Consumer Behaviour ◽  
Telephone Survey ◽  
Meat Consumption ◽  
Marketing Mix ◽  
Analysis Techniques ◽  
Turkey Meat ◽  
Segmentation Strategy ◽  
Shopping Location

Aim of study: Commercially, chicken meat has a similar positioning to turkey meat, as both are healthy and low-fat meats. For this reason, we proposed analysing consumer behaviour with respect to each of these meats based on market segmentation.Area of study: Spain.Material and methods: We carried out a telephone survey with an error of ± 4.0% at a confidence level of 95.5%, using the food-related lifestyle (FRL) instrument as part of the questionnaire. The statistical analysis techniques employed were different depending on the objective pursued: univariate, bivariate and multivariate analysis.Main results: Five segments were obtained: “Manager cook” (24.5%), “Healthy cook” (20.8%), “Concerned with food, but not cooks” (22%), “Total detachment” (11.9%) and “Rational shopper with little interest in cuisine” (20.8%). Notwithstanding the similar positioning of chicken and turkey meats, there are significant differences in purchasing and consumption habits between FRL segments. Specifically, there were significant differences in the frequency of purchase, the usual shopping location, purchasing criteria and preparation methods.Research highlights: Knowing the profile of these segments allows us to adapt the marketing mix (product, place, price and promotion) to each one. This is very useful for the companies due to the wide demand they face. First, they can choose the FRL segments to target and, second, they can define an appropriate marketing strategy according to these segments. In this way, market segmentation strategy based on food-related lifestyles may ensure companies a greater likelihood of success in the market.

Displaying Race for Dollars: Racial Realism in Media and Entertainment

2013 ◽  
Author(s):  
John D. Skrentny
Keyword(s):  
Civil Rights ◽  
First Amendment ◽  
Professional Sports ◽  
The Other ◽  
Public Financing ◽  
Sports Teams ◽  
The Public ◽  
Television Shows ◽  
Employment Sector ◽  
Racial Realism

This chapter explores racial realism in the advertising and entertainment industries (movies, TV, and professional sports). These cases are distinctive because they are almost totally focused on racial signaling—the image of the worker is very much the product that the employers are selling. Racial signaling is thus common in all of them, though rarer in sports than the other sectors, especially in the last few decades. Hence, the chapter shows that civil rights law does not authorize these practices. It also examines the possibility that television shows' dependence on use of federally regulated airwaves, and sports teams' dependence on the public financing of stadiums might provide legal openings for racial realism in these sectors. Since this employment sector is about expression, this chapter also explores possible First Amendment defenses for these employers, and shows that at least one court has found a constitutionally protected freedom to discriminate.

DELIVERING BUSINESS CRITICAL INFORMATION SYSTEMS THOUGH APPLICATION SERVICE PROVIDERS: THE NEED FOR A MARKET SEGMENTATION STRATEGY

2001 ◽  
Vol 05 (03) ◽  
pp. 323-349 ◽  
Author(s):  
WENDY L. CURRIE ◽  
PHILIP SELTSIKAS
Keyword(s):  
Empirical Research ◽  
Market Segmentation ◽  
Large Scale ◽  
Best Practice ◽  
Service Providers ◽  
Application Service Provider ◽  
Physical Sciences ◽  
Application Service Providers ◽  
Segmentation Strategy ◽  
Application Service

This paper draws from the findings of a large-scale empirical research program on the global application service provider (ASP) industry funded by research grants from the European Commission (EC) and the Engineering and Physical Sciences Research Council (EPSRC). A conceptual framework consisting of a taxonomy of ASPs is used to demonstrate the different market segmentation strategies adopted by ASPs for competing in this fledgling and turbulent industry. Drawing from empirical research carried out in the US and Europe, the paper evaluates ASP strategies for deploying, hosting, managing and enabling software applications on behalf of their customers. The ASP business model is advocated as an attractive value proposition for SMEs, dot.com companies and other start-up firms seeking hyper-growth. Yet the evidence so far suggests a slow start to the ASP market as few reference sites demonstrating best practice exist. ASPs will therefore need to re-evaluate their strategies if they are to convince potential customers of the benefits of application outsourcing. Against this background, the paper evaluates the benefits and risks of the ASP model.

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