With its product lines of athletic and outdoor gear, Outdoor Voices seemingly competes with companies like Nike and Lululemon. But …
Using Our Outdoor Voices, Literally and Figuratively
30 Monday Sep 2019
Category Archives: Chapter 09: Segmentation, Targeting and Positioning
Are Algorithms Discriminatory? Questions About How Facebook Targets Advertising
26 Wednesday Jun 2019
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The sophisticated algorithms that Facebook and other digital platforms use to segment consumers are widely touted as benefits for advertisers …
When Your Brand Is Popular Among a Non–Target Market: Patagonia’s Decision to Limit Sales to Maintain Its Value-Based Image
12 Wednesday Jun 2019
Patagonia is a company devoted to sustainability and environmental causes. Those values are central to its brand, its image, and …
Moving in Two Directions: Even as Some Consumers Demand the Most Advanced Mobile Devices, Others Seek Simplicity
29 Monday Apr 2019
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Mobile devices are ubiquitous, partly because they can do so much. People use them constantly, for a vast range of …
Supporting Black-Owned Businesses that Sell Products Dedicated to People of Color, Even After They’re Purchase by Conglomerates
25 Thursday Apr 2019
As consumers, people of color long were ignored by large corporations, such as those that operate in the beauty sector. …
Moving Beyond Skin Color to Comprehensive Skin Care in the Cosmetics Industry
14 Thursday Mar 2019
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In a multicultural world, people with widely varying skin tones require products specific to their needs, such as foundation or …
The Best Behavioral Predictor? What People Buy on Amazon
26 Tuesday Feb 2019
Advertising on Amazon goes well beyond the sponsored ads that appear anytime a consumer initiates a search for a desired …
Targeting Auto Insurance Rates, Not by Driving Record but by ZIP Codes
27 Thursday Dec 2018
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According to a recent study conducted by a nonprofit consumer advocacy group, the Consumer Federation of America, automotive insurance companies …
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 …