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    Sports Marketing

    OPIC: Vail Ski Resort in Colorado

    b. Remember STP: Segmenting, Targeting & Positioning!

    i. Clearly understand consumer purchase decision & key influences

    ii. Consider the “Black box†consumer concept— many variables may go into the

    purchase behavior and decision, but only one output seen (buy or not buy)

    iii. How will you “segment†your consumers? Based on what?

    c. Market Size

    i. Based on info from situation analysis, what is potential “size†of your target market?

    ii. Growth, demand trends, potential number of people

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