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- Title
MARKETING MIX.
- Abstract
This article presents news briefs related to various recent changes in the field of business marketing. Product managers are now-a-day trying to find ways that are out of business conducts to develop new products. Forrest Mars, a leading chocolate and candy maker, also had done this by observing soldiers coating their chocolate with sugar, during the Spanish Civil War. the company M&M'S, has named this product innovation strategy to Mars and his associate Bruce Murrie. It is advised that single survey questions about an attitude or behavior might not help managers understand customers. According to the "Brand Strategy Journal," Hispanics are the largest minority in the U.S. The Hispanic market segments into two broad groups, American-horn and immigrants. This is why, several companies are targeting Hispanic consumers. The athletic outfit maker, Brooks Sports Inc., has discovered a unique characteristic of silver fibers against bacteria, and has launched the new product line called HVAC.
- Subjects
MARKETING research; NEW product development; MARS, Forrest, 1904-1999; MURRIE, Bruce; MARS Inc.; BROOKS Sports Inc.; HISPANIC American consumers; TARGET marketing; PRODUCT mixes; PRODUCT management
- Publication
Marketing Research, 2005, Vol 17, Issue 4, p4
- ISSN
1040-8460
- Publication type
Article