Segmenting the Performing Arts Markets: The Case of Czech National Theater Attenders’ Motivations
Chytková Zuzana, Černá Jitka, Karlíček Miroslav
Klíčová slova
marketing, performing arts, National Theater, consumer behavior
Abstrakt:
Strategic marketing instruments such as segmentation and targeting can benefit performing arts
institutions and render their offer more competitive. To segment classical performing arts audiences,
however, the traditionally used variable is social class. In this paper, it is argued that such
often suggested traditional segmentation criteria can prove to be context-insensitive and as such
cannot be applied invariably across different settings. Based on an analysis of Czech National
Theater audiences and its motivations, we propose the sought benefit of the theater visit as an
alternative segmentation basis that may prove to be more context-sensitive.
Celý článek ke stažení:
 Segmenting the Performing Arts Markets: The Case of Czech National Theater Attenders’ Motivations [PDF soubor] [Velikost souboru: 450.67 KB]
 10.7441/joc.2012.03.07
Chytková Z., Černá J., Karlíček M.(2012). Segmenting the Performing Arts Markets: The Case
of Czech National Theater Attenders’ Motivations. Journal of Competitiveness, 4 (3), 92-104 https://doi.org/10.7441/joc.2012.03.07
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