Name country club macro suburbs of 20 largest cities

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Name – country club Macro – suburbs of 20 largest cities, golf, tennis, swimming, social, yacht clubs Size – all Market level – club level Micro – Buying center o Initiators and influencers (bartenders, chef) Benefits – status, prestige, stand out, unique Usage – sell by the glass, special events Consumer market o (1) Name o (2) Geographics o (3) Demographics o (4) Psychographics o (5) Benefits o (6) Usage Business market
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o (1) Name o (2) Macro – location, industry, size, market level o (3) Micro – buying center, attributes, benefits, usage, importance Alternatives o Sometimes told the current market and sometimes not Cobra beer alternatives (say what current market is) o (1) market development (current is working professionals) New segment – metrosexuals with same product Price – same price because want it to be viewed as prestigious Place – clubs, restaurants, upscale bars Promotion – magazine ads (fitness, GQ), sponsor events o (2) market penetration Same segment (urban professionals) and same product Price – same price because want it to be viewed as an upscale product Place – upscale urban professionals Promotion – New York Times o (3) diversification New segment (metrosexuals) and new product (low carbohydrates) Price – Place – Promotion -
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