CASE STUDY #7 marketing

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case

목차

1. Using the full spectrum of segmentation variables, describe how Sports England has segmented the sports market?

2. Choose a Segment and describe a campaign that could be used to encourage people in that segment to participate in one of the named sports related to their segment.

3. Describe the role that Sport England plays in targeting a segment.

4. Choose a Sport not listed and select appropriate segments that might participate in it. Explain why the sport might appeal to people in these segments

5. Briefly outline a marketing campaign for your chosen sport

본문내용

1. Using the full spectrum of segmentation variables, describe how Sports England has segmented the sports market?
In order to understand the British people’s attitudes and motivations about sports, Sport England has built 19 sporting segments all around the United Kingdom to target its customers in the sports market. In the segmentation process Sport England worked closely with Experian Business Strategies consulting group. Sport England along with the help of the Experian Group analyzed data of the English people aged 18 and older. They collected and collated information about specific sports involvement;

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