Assume that a small regional beer brewery has hired you to help them with their target marketing. They are pretty unsophisticated about marketing-you will need to explain some things to them and provide ideas for their future. In the past the brewery has simply produced and sold a single beer brand to the entire market-a mass-marketing strategy.

As you begin work, you come to believe that the firm could be more successful if it developed a target marketing strategy. Write a memo to the owner outlining the following:

a. The basic reasons for doing target marketing in the first place.

b. The specific advantages of a target marketing strategy for the brewery.

c. An initial "short list" of possible target segment profiles.