Creative Homework/Short Project. Assume that a small regional microbrewery 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 microbrewery 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 microbrewery

c. An initial “short list” of possible target segment profiles