Targeting Markets:

Small Generic Drug Firms Need Niches to Survive Looming Price War (Reuters) Marketing is considered a relatively fluid discipline. While many other areas of business are slow to embrace change (e.g., ...

On Campus, It’s One Big Commercial (New York Times) It is probably not a huge surprise for many college students to learn that campuses are hotbeds for marketers.  Aside from books and ...

New Retail Strategies: Offering a Better Fit for Today's Careful Consumers (Knowledge @ Wharton) Many marketers assume that during slow economic times customers will adjust their buying habits and seek ...

How to Disrupt an Overlooked Market (BusinessWeek) One marketing advantage small companies can have over large firms is to target market segments that are underappreciated by their larger competitors.  ...

Nonprofits Look For New Ways To Get People To Give (NPR) Possibly the greatest challenge confronting most marketers is figuring out how to generate interest among potential customers.  This is where ...

Mocked as Uncool, the Minivan Rises Again (New York Times) Product Life Cycle theory teaches that when a product reaches the Maturity stage marketers face a tough decision.  At this stage ...

Old Spice Argues That Real Men Smell Good (New York Times) The current Old Spice television advertising campaign has received considerable customer and media attention.  This old-time Procter & ...

Coke Pays $715 Million to Distribute Dr Pepper (USA Today) For many years, Dr. Pepper fought hard to position itself as an alternative to cola products.  So it is somewhat ironic that Dr. Pepper, owned ...

Linking Customer Loyalty With Social Networking (New York Times) Finally, the long predicted combination of GPS and interactive promotion is working, at least at a small level.  The idea behind the integration ...

Costco's Success Secrets Revealed (ABC News) Some retailing strategists believe general merchandise retailers must carry tens-of-thousands of products in order to satisfy the needs of their target market.  ...

U.S. Food Giants Tailor Products, Marketing to International Palates (Los Angeles Times) When it comes to marketing globally, all companies should clearly understand this truism:  just because a marketing ...

Marketing to the Millennials (New York Times) Many regular visitors to KnowThis.com will be highly interested in this story since you are the subject of the story.  The focus here is the so-called Millennial ...

... marketers targeting mass and niche markets. But as we discuss in the Targeting Markets tutorial, customized or micro-marketing is a strategy designed to target customers at an individual level by offering ...

At Sundance, New Routes to Finding an Audience (New York Times) Gaining distribution for a product is often viewed as only a problem for marketers of products sold in retail stores.  But this issue ...

With the exception of basic commodity items, such as home heating oil, a single marketing strategy often does not address the unique needs of all members of a market.  Nearly all products and services ...

Facebook, MySpace Divide Along Social Lines (NPR) While many over the age of 30 may view Facebook and MySpace as being essentially the same thing, the main users of these websites have a different view.  ...

The Promise of Self-Segmentation (Strategy+Business) Defining a target market is often viewed as the first step in building a successful marketing strategy and nearly all marketers find the best approach ...

Highlighted Marketing Stories: If College Dorm Students Need It, Retailers Have It (NPR) - Here is another college-themed story (see Monday's posts for more).  A major factor in being successful in  ...

Highlighted Marketing Stories: Luring Local Traffic to Your Web Site (CNN Money) - Many small businesses still struggle with the realities of how the web can help their business.  This story offers a ...