Pick any city in the United States that has a population between 50,000 and 60,000, and describe the overall market. What information would be necessary to gather to be able to accurately describe the market in this area? Where would you go to gather such information? Now that you have gathered the information, how would you describe the market? How would you segment the market if you were the athletic director at a middle-sized institution of higher education interested in increasing men's and women's game attendance? Define the target markets you would use.