Give concrete examples of emotional, rational, and patronage ...

[rl]

Give concrete examples of emotional, rational, and patronage purchases in the sports and entertainment industries.

Question 2

What is a market segment?

[Expo]

Answer to Question 1

emotional purchases: fans purchase team apparel after a big win; spend money on movies that have an emotional theme
rational purchases: consumers purchase running shoes that reduce the chance of injury; purchase a flat-screen television that takes up less space
patronage purchases: consumers purchase products based on loyalty to the Nike brand or loyalty to certain musicians; loyalty to ESPN sports coverage

Answer to Question 2

A market segment is a group of consumers within a larger market who share one or more characteristics.

[rl]

Gracias!

[bdobbins]

Excellent