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Essay / Research Paper Abstract
A 7 page paper in two parts, each addressing separate marketing questions. Part I discusses a 2004 magazine article addressing the shift from mass marketing to "micro marketing" and what it could mean to marketers, consumers and the US economy. Part II assesses primary product categories and market segments of Amy and Air Force Exchange Services (AAFES), the company that operates post exchange stores on US military bases. Bibliography lists 3 sources.
Page Count:
7 pages (~225 words per page)
File: CC6_KSmktgQmassCus.rtf
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Unformatted sample text from the term paper:
marketing" and the new trend towards "micro marketing" as described in the article. Bianco, Lowry, Berner, Arndt and Grover (2004) observe that "Figuring
out the right way to send the right message to the right person at the right time is difficult work" (p. 60). The mass marketing of the past was
easy compared to the decisions marketers face in todays business environment. There were three broadcast television stations in most areas and many people were watching them in the evening.
People likely to be watching were also those with homes and families, and likely to be purchasers of laundry detergent, cars and every other consumer item. Advertising these
products could be compared to "throwing spaghetti on the wall" to see what sticks; gaining customers in this way currently can be equated to taking the "low hanging fruit."
This is not the case in todays market, as Bianco, et al. (2004) note. Not only do families not gather around much of
anything in the evenings, when they are at home they are far more likely to be on the Internet, listening to music or watching a cable channel. The preponderance
of cable channels over the years has allowed television viewers to choose channels more in keeping with their tastes. As a broadcast channel offers an inane sitcom that those
over the age of 11 find to be little more than mental chewing gum, more thoughtful types can watch the History Channel and those longing for the past can watch
a movie on AMC or the Western Channel. Whatever theyre watching, marketers are unable to reach them if they limit their advertising only to the broadcast channels that continually
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