Market segmentation is the process of dividing a large, heterogeneous market into more homogeneous groups of people, who have similar wants, needs, or demographic profiles, to whom a product may be targeted.

1) If you were the CMO of the University of South Carolina Athletic Department what demographic, psychographic, and behavioral information would you want to know about your consumers? Why would you want to each piece of information?

2) The family life cycle can be valuable to sport marketers trying to perform market segmentation. What group within the lifecycle do you think is the most important to market to? Why?

3) Gender is another important classification for market segmentation. Describe the differences that Paco Underhill notes in relation to gender when it comes to shopping/ buying. How do those differences apply to sport? How can sport marketers use this knowledge to increase the number of people who buy their product?