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L.L. Bean's marketing

In 1996 L. L. Bean mailed catalogs devoted to providing corporations with a selection of Christmas gifts to be used as employee incentives. The catalog offered bulk quantities of merchandise embroidered with corporate logos at varying discounts, depending on the size of the order. Such a mailing would only be sent to those companies designated as qualified prospects. What might L.L. Bean have done differently when it was prospecting businesses for its catalog than it does when selling to the consumer market?

Kotler, P. (2003). Marketing Management, 11/E. Prentice Hall - MBA

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First of all, LL bean adopted a different segmentation or selection criteria to identify the prospects or target market for its products. Such criterias could have been various parameters such ...

Solution Summary

What might L.L. Bean have done differently when it was prospecting businesses for its catalog than it does when selling to the consumer market?

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