I've just been grading papers at the end of the spring semester. I've spent the whole semester (it seems) reinforcing the idea that marketing at its best is all about focus - identifying your best prospects and tailoring products, promotions, pricing and distribution systems so that they are ideally suite to your best prospects. As I've been grading papers, alas, I find that students fall into the trap that so many companies fall into. "Let's try to have something for everyone."
The principles of marketing are really not rocket science. Why is it so difficult to see what is so simple in our field?
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