Know-How Exchange : Student Questions

Dear brandit888,

I don't know why, but to my ear, this sounds like a homework question.

I don't think it's ever wise to shoehorn any niche or sector of any given market into a single marketing strategy.

One size does NOT fit all. I know a lot of marketing people (and clients and producers) would like this to be the case, but it's not.

Why?

Because customers are fickle. They change their minds and they change their preferences for dozens of reasons (the herd mentality being one of them).

Additionally, whatever the market and regardless of its location, it will only ever be as fragmented as it's permitted to become, or as fragmented as it's perceived to be by its producers, or by its consumers.

The glue that holds all this together is multi-part epoxy of message + problem + perception + solution + media + market + value + benefits + price + social proof + risk reversal + guarantee + need + want + desire + aspiration.

Can I prove this? No. It's just my opinion.

Gary Bloomer
Wilmington, DE, USA