ABSTRACT
Marshall is tempted by the idea but tells Beth that he thinks he'll begin with one focus group and wait to see what they learn. The focus was on the advertisers' business and customers. They didn't suggest that they had all the answers, but showed that they would work with their advertisers as a true marketing partner—always trying to find new ways to help them increase their business. Only about 8 percent of businesses are using niche marketing, but marketers have predicted that by the year 2000, 80 percent of businesses will be using these techniques. "Let's look at the difference between mass marketing methods of the past and niche marketing techniques of the future. Coca-Cola has recognized the new era of niche marketing. The same type of niche marketing techniques are being applied by Reebok.
