A New Methodology for Measuring Market Potential and for Determining the Validity of Existing Market Segments Page: 36
viii, 232 leaves : ill.View a full description of this dissertation.
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36
equipment on its product. Many vzeraen .and some men were
alienated because they were unable to drive a manual shift
automobile. Volkswagen has since remedied the cause of the
alienation by .introducing the "automatic stick shift."
T-'he single, mature person, is a market in itself. Arnei
Wallach points out that advertising directed towards this
market segment can cater to the "beautiful people" image.
Single, young men and women are characterized as young,
sophisticated with money to burn."^
And this picture of the gay, active and young-
at--hecirt appeals to everyone . . . young and
old alike. So promotions aimed at the swinging
singles will tend to spread and overlap into.
other areas . . . even middle-aged television
addicts who wish they were gay, and active and
young.H
This is basically what is meant by divergent differentiation.
Although certain areas of overlapping do exist within various
market segments, the major problem confronting companies
which practice divergent differentiation is identifying the
largest and most profitable segment. Thus a technique is
needed to measure the market potential in each of the indi-
vidual market segments.
Evolution of Markets
' The present market structure can be explained histori-
cally. Steven C. Brandt explains the evolution as follows:
Arnei Wallach, "Young American in Three Markets,"
Merchandising Week (March 6, 1967), p. 15.
"'""'"Ibid. , p. 16.
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Anderson, Robert Lee, 1940-. A New Methodology for Measuring Market Potential and for Determining the Validity of Existing Market Segments, dissertation, August 1971; Denton, Texas. (https://digital.library.unt.edu/ark:/67531/metadc164459/m1/47/: accessed July 16, 2024), University of North Texas Libraries, UNT Digital Library, https://digital.library.unt.edu; .