The document discusses whether a brand should appeal to every type of consumer or focus on a target market. It notes that while Budweiser is very successful in sales, craft breweries are more successful at creating quality products for their target audiences. A small business should focus on providing a quality product or service tailored to their target market and developing a unique brand identity, rather than trying to appeal to everyone. Branding is about differentiating a company's product or service from competitors and creating emotional bonds with customers and employees through brand drivers like slogans and logos.

1. CHAPTER 8 DISCUSSION QUESTIONS
1) Define marketing.
2) What % of small business owners say that their companies do not need marketing because their
products/services sell themselves?
3) Define guerrilla marketing strategies.
4) What 4 objectives should a guerrilla marketing plan accomplish?
5) Define target market.
6) What do most marketing experts contend is the greatest marketing mistake most small
businesses make?
7) To be customer-driven, an effective marketing strategy must be based on what?
8) What is the vehicle for gathering the information that serves as the foundation for the
marketing plan?
9) Why can't small companies afford to make marketing mistakes?
10) What are the 4 steps to successful market research?
11) Define individualized (1-to-1) marketing.

2. SHOULD A BRAND APPEAL TO EVERY TYPE OF
CONSUMER?

5. TO BE SUCCESSFUL, SHOULD A BRAND APPEAL TO EVERYBODY?
•85% OF BEER SOLD IN
AMERICA IS LIGHT LAGER.
•BEST SELLING BEER IS 60
•BUDWEISER IS A 5% ABV &
MINUTE IPA.
11 IBU LIGHT AMERICAN-
STYLE LAGER. •6% ABV & 60 IBU.
•IT IS MADE WITH UP TO 30% •$8.99/6 PACK BOTTLES.
RICE.
•$5.99/6 PACK CANS.

6. IT DEPENDS ON HOW YOU DEFINE “SUCCESS.”
-BUDWEISER, & MOST BIG BREWERIES, IS SUCCESSFUL IN SALES BUT THEY
ARE NOT SUCCESSFUL IN CREATING A QUALITY PRODUCT.
-DOGFISH HEAD, & MOST CRAFT BREWERIES, IS SUCCESSFUL IN CREATING A
QUALITY PRODUCT BUT COMPARED TO BUDWEISER NOT IN SALES.
-A SMALL BUSINESS SHOULD BE MORE CONCERNED WITH PROVIDING A
QUALITY PRODUCT/SERVICE & STAYING TRUE TO THAT PRODUCT/SERVICE.
-CREATE THE PERCEPTION THAT THERE IS NO OTHER COMPANY/PRODUCT
ON THE MARKET LIKE YOURS.

7. BRANDING
-THE EFFORTS INTENDED TO IDENTIFY THE GOODS & SERVICES OF ONE SELLER & TO
DIFFERENTIATE THEM FROM THOSE OF OTHER SELLERS.
-IT’S ABOUT GETTING PROSPECTIVE CONSUMERS TO SEE YOU AS THE ONLY ONE THAT
PROVIDES A SOLUTION TO THEIR PROBLEM.
-SIMILAR TO BRANDING ON THE RANCH.
-USED TO DIFFERENTIATE YOUR COMPANY (COW) FROM ALL OTHER COMPANIES (CATTLE).
-USED BY CORPORATIONS TO CREATE UNIQUE & ATTRACTIVE PERSONALITIES FOR
THEMSLEVES.
-CORPORATIONS’ BRAND IDENTITIES ARE PERSONIFICATIONS OF WHO THEY ARE & WHERE
THEY’VE COME FROM.
-IT IS ABOUT CREATING & EVOLVING CUSTOMER PERCEPTIONS OF THEMSELVES.
-ENABLES THEM TO CREATE INTELLECTUAL & EMOTIONAL BONDS WITH THE GROUPS THAT
THEY DEPEND ON:
-CUSTOMERSS & EMPLOYEES

8. BRAND DRIVERS
-SLOGANS, LOGOS, SYMBOLS, MACOTS, CELEBRITY
ENDORSEMENTS, ETC. TO REINFORCE “HUMAN
QUALITIES.”