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Micromarketing

Several years ago, a brewing company led a charge of microbreweries in an attack on the established brewers' domestic beers. Explain and describe the following in your report:

What is micromarketing?
How might it have been used by microbreweries?
What communications channels would be most effective?
Evaluate the strategy.
Evaluate the message.
Do you think this type of marketing strategy is ethical? At what point is something not ethical?

Solution Preview

Several years ago, a brewing company led a charge of microbreweries in an attack on the established brewers' domestic beers. Explain and describe the following in your report:

What is micromarketing?

Micromarketing refers to designing of products and marketing practices targeted at small areas, niches, or even individual customers. Micromarketing is an extension of niche marketing where individual customers can be targeted through personalized communication, proximity to the customers, and product designed to satisfy the needs of the customers.

How might it have been used by microbreweries?

Micromarketing can be used by microbreweries in several ways. The microbreweries can target groups of customers on their festivals. for instance, Christians may be targeted on Christmas or New Year. By definition, microbreweries produce limited amount of beer. These microbreweries are in a position to make different styles of beer by changing their color, ...

Solution Summary

This solution gives a detailed discussion on micromarketing, including a definition of the concept, its use for microbreweries, communication channels, and evaluating the strategy and message. Lastly, the ethics of this strategy is discussed.

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