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| Tekijä: | Nunes, P.F. Johnson, B.A. Breene, R.T.S. |
| Otsikko: | Selling to the moneyed masses |
| Lehti: | Harvard Business Review
2004 : JUL/AUG, VOL. 82:7-8, p. 94-104 |
| Asiasana: | Marketing Market segmentation Products Companies Management USA |
| Kieli: | eng |
| Tiivistelmä: | For years, managers have been extracting growth out of ever-narrower market segments. While they were not looking, a new mass market emerged, along with a new set of rules for tapping into it. The distribution of household incomes has shifted so that a much larger proportion of consumers earn significantly higher than average incomes - while still falling short of being truly rich. As a result, for new product introductions, there is an extremely profitable "new middle ground." The positioning and design of offerings and the ways they can be brought to market must be rethought. The article includes examples like Procter & Gamble's tooth-whitening solutions, the Polo shirt, and the Target Stores. |
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