Notes how many products are purchased due to their symbolic significance to important reference groups. Discusses the concept of symbolic interactionism and considers this with regard to consumerbehaviour. Suggests that marketing practitioners can develop symbolic relevance via marketing...

Market demarcation is based on the idea that a sales market is not an undifferentiated set of products, but that it rather embodies an entity made up of separate groups of products which differ with regard to certain demand‐relevant characteristics. The term market demarcation is defined first...

Purpose – The purpose of this paper is to examine commonly relied upon product sampling strategies, direct‐to‐consumer sampling and event sampling, to determine which method can deliver the greatest return on investment in a variety of situations. Design/methodology/approach – The paper...

Applies four market segmentation criteria to the homosexual population. Determines that the homosexual community does not yet sufficiently satisfy these expectations in many product markets and that it is unlikely that any marketing changes will occur in the near future. Yet suggests that...

Reports on a study examining teenage incomes and savings, primary sources of information for purchasing in selected product categories, spending patterns within those categories, and teenagers′ overall shopping habits. Concludes that teenagers represent a surprisingly sophisticated market,...

Purpose – Domestic and international underserved markets represent a multi‐trillion‐dollar opportunity that is largely untapped. They offer the chance both to build significant profits and to meet social needs as well. But recent experience shows there are significant risks as well. The...

Purpose – This paper offers a review and summary of a research paper on exploring underserved markets, which concentrates on Citibank and Manpower. Design/methodology/approach – This briefing is prepared by an independent writer who adds their own impartial comments. Findings – In 2009 the...

Target marketing is a key decision area for all businesses. Market size, growth rates, competitive forces, customer fit and profitability are just a few of the criteria which can be used by businesses assessing the attractiveness of their target markets. Yet despite the wealth of variables...