SPH-M 211 Chapter 13-18: Textbook reading Ch. 13-18
Document Summary
Market segments groups that share several characteristics. Target markets the selected market segments chosen by marketers. Three motivations for participating in sport achievement, social, and mastery. Aspirational reference group groups in which a person is not currently a member but aspires to be one. Michael jordan ( be like mike ) used to sell a product. Marketers are more likely to sell you products that help you look and feel as though you belong to the group. Decision process: need recognition see a product and need it, evaluation of alternatives do i need this product of another. Information search is this the best product i can get. Cognitive dissonance feelings of doubt after a purchase. Strategic sport communication model (sscm) all of these theories combined, provides the framework to see how the dynamics of the communication and the various settings for communication come together in sport. Sscm includes three elements advertising, public relations and crisis communication, research.
