Gaining ‘Bonus Customers’ by Stretching the Market
研究发现，当产品品类足够流行成为‘社会必需品’时，领先品牌仅针对核心细分市场进行营销也能吸引其他消费者购买，从而获利。
<h3>ABSTRACT</h3> A brand that leads its product category in market share may profit from marketing only to its core segment if the product category is popular enough to become a ‘social necessity’ to others outside that core segment. Likewise, a scarce and talked-about brand, model, or entertainment vehicle may be a ‘social necessity’ even if not a category leader. If so, it may, in parallel fashion, be profitable to market only to the core segment, because others outside of that segment will purchase despite the fact that the ‘hot brand’ is neither designed for, nor advertised to, them.