The large amount of Hispanic supporters drawn by Fernando is a very valuable market segment for Dodgers tickets and merchandising. Season ticket sales can be positioned concomitantly with new merchandising in order to draw the Hispanic market.

Positioning

The Hispanic market can also be used as a target for positioning Dodgers tickets and merchandising. Positioning refers to the image that the company creates for its product in the mind of consumers. The two target markets are therefore used in creating a favorable image for the Dodgers and their tickets

Market positioning is fluid and evolves with the product itself. Fernando's inclusion and subsequent success within the Dodgers is therefore a catalyst for positioning evolution for the ticket selling company.

Positioning refers to the position of a product within the marketplace. Dodgers tickets are important to the high-end market and particularly to the Hispanic market. Dodgers tickets should therefore be identified...
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