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Assume that a small regional beer brewery has hired you to help them with their target marketing. They are pretty unsophisticated about marketing-you will need to explain some things to them and provide ideas for their future. In the past the brewery has simply produced and sold a single beer brand to the entire market-a mass-marketing strategy.
As you begin work, you come to believe that the firm could be more successful if it developed a target marketing strategy. Write a memo to the owner outlining the following:
a. The basic reasons for doing target marketing in the first place.
b. The specific advantages of a target marketing strategy for the brewery.
c. An initial "short list" of possible target segment profiles.
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