focused marketer Cannot be a mass-marketer Know your customer Market info, know as much as you can Make the products they want Use targeted and new media Use non-media to reach the customer Sponsorships (arenas, tournaments, organizations, sports, etc.) Reach the customer in the store Sharpen your promotions Work with retailers Remain flexible with your targets Marketing failures Chelsea 1st mass-marketed non-alcoholic beer “Baby beer” New Coke (1985) Pulled classic Coke from…
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