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According to a recent study conducted by a nonprofit consumer advocacy group, the Consumer Federation of America, automotive insurance companies …
Targeting Auto Insurance Rates, Not by Driving Record but by ZIP Codes
27 Thursday Dec 2018
Category Archives: Chapter 09: Segmentation, Targeting and Positioning
Taking the Temperature of Consumers and the Consumer Market: Clorox and Smart Thermometers
27 Tuesday Nov 2018
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An innovative new thermometer links with an app, allowing consumers to track their temperature data easily over time. Such an …
Retailers See Green for the Coming Holiday Season as Toy Sellers Rush to Fill the Gap Left by Toys ’R Us
20 Thursday Sep 2018
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Now that Toys ’R Us has shut its doors, other retailers see new opportunities to expand their market share in …
Messaging App Snaps Up Advertisers with New Enhancements
18 Tuesday Sep 2018
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To compete more effectively with other social media platforms such as Facebook, Instagram, and Twitter, Snapchat is enhancing the advertising …
JC Penney Looks to Woo Older Female Consumers to Reenergize Brand
14 Friday Sep 2018
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Long a familiar anchor store in malls across America, JC Penney more recently has floundered, cycling through three CEOs in …
Creating a Market for a New Segment: How Worthy Establishes the Value of Its Services for Divorced People
14 Wednesday Feb 2018
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Conventional segmentation strategies might distinguish singles from families. But the auction site Worthy goes a step further, specifically targeting people …
Just a Little Bit Creepy, or Way Too Far? How Spotify and Netflix Are Using Their Highly Specific Data Analysis Results
06 Tuesday Feb 2018
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Consumers might say they know that streaming services, such as Netflix and Spotify, gather lots of data about their preferences …
Switching the Target Market for the Switch: Nintendo’s Pursuit of More Mature Audiences
30 Thursday Nov 2017
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In March, Nintendo introduced a new device, the Switch, which is a hybrid, handheld console with a distinct operating platform. …
Rivals Cook Up New Business with Fresh Ad Campaigns
29 Wednesday Mar 2017
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The competitive landscape for meal delivery kits is heating up! Both Blue Apron and Hello Fresh are planning new advertising …
Girls as Gamers: The Untapped Revenue Potential of Women in Esports
17 Tuesday Jan 2017
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Revenues in the video game industry are expected to surpass $8 billion worldwide by 2018. But even with this remarkable …
