Titlebook: Successful Wine Marketing; Kirby Moulton (Economist, Emeritus),James Lapsley Book 2001 Springer Science+Business Media New York 2001 wine

Mediocre

Researching the Wine Consumerused in wine marketing. The empirical focus is on the American consumer, but the methodology and implications are transferable to other markets. The first principle guiding consumer research and marketing strategy is that there is neither just one type of consumer nor an average consumer. If someone

虚情假意

Market Auditsthat consumers value and to guide product and marketing modifications to provide these attributes. It leads wineries to become as knowledgeable about their customers as they are about their own wine. This chapter presents an approach to analyzing channel members and final consumers. Channel members

Bravura

原始

谄媚于性

The Production/Marketing Interfaceeties, blending, fermentation, and aging. Production decisions affect marketing choices about positioning, product differentiation, pricing, and promotion. Changes in production techniques are critical to presenting new and varying styles of wine to discriminating customers and making money while do

legitimate

腼腆

The Role of a National Importerective of this chapter is to raise the understanding of what these firms do and how they implement marketing strategies. The discussion is based on the experience of one major national import company, Frederick Wildman & Sons Ltd., a firm owned by the major brands that it represents.

胖人手艺好

Wine on the Internetting a single company, Virtual Vineyards (VV), which has become part of a larger Internet-based wine marketing and information company. In the following sections, some references to VV are intended as references to the expanded corporation.

无思维能力

Lethargic