Case_In_Point_7th_Edition_Page001_183_2

H eawing Aoo| to sn dor the dirst time is a greao opporth fitt dor a uert strong Mouer’s c hi}e
pan kge a id it is sent eai|t enohgh -edore the shopping~ paients go Coh mons dor ’inens’n
T Aings af w c am ight % goo} -e r aw witions to the hi}e~
Mouer’s c
) Aen the sth went ai iues i on nar mhsv oe A) e|nome , it naf be h fi2 hev lith a strong mi9 od
af |ona| w noh monsv segmente} id - t Aoo| sn or nitt p Coh shoh|} mons -e dor y faoiona| ioom
stashv ( ao - eriesv o mi0 0av w i|eafersv t n oao
Asort od ing~ o A
) ith the groh m ao o Ais heawing -an k o sn o Aoo|v k Non w hs d most|t on the ) it~ e|nome , d k ragitas
naf segment - Aoo| t sn or nitt v en o Athet naf get a |aige nh r er |ona| - od mern Aaf s o e|| as l as
n naoiona| Aains~
7ina||t v ere o A is the groh m ao o Ais mouing to a fel nitt dor a dirst jo- p gainv 8 ois Agiues hs a greao
opporth fitt oo l eigh heaui|t on the ) it~ e|nome , T Ais groh i|| m l need euert oing A af w ol f
Aas a m at en n AL o o it~ pat aoiona| dor F retai|ers |iLe Craoe ie| 5 Bai af w inens’n ’
shoh|}
T Aings
j h r it~ on m
– What you’re saying is good, but how can Imagitas reach students and get them to use the
website?
Co||ege sth wents naf Ae} be rean throhgh a u ai iett od naf A fe|sv sh n as A straoegin mai oerships
f
l ith h fiuersitiesv aw uertising throhgh trawe6 oh os af w ord l od roh o A ederab|t p b i v e oh|} ll |iLe
to nam ho
ie sth went }ao a bedore thet get mhs~ on nar T Ae -est possi-|e so|h ion oh|} o l -e to
l orL lith h fiuersitt aw rissions af w ohsing A odines d to p|ane the U . b . e- law wess i in their
an neptaf ne af w |etters~
ohsing A
– Why would schools do this?
T oh|} Ais l saue the sn Aoo|s a |ot od lorL af w onet r in the |ong rh f p irstv shoh|} 7
hi|} le - af
a||iaf ne l ith rai| nenters~ h fiuersitt E uert sh r rerv h rai| iuersitt f nenters an ioss the noh f o
ieneiue rai| tons od dor renent grawhaoesv sth wents al at or dthe sh r rer af w sth wents l Ao
haue trafsderred or dropped oh o p s kaf o Ne9 mensiue af w ime6nonsh o ring ed dort to reth i orv f
l orse tetv dorl ai w eir mai|~ o A
n the springv U Mai| iuersitt f . eruines qU M. 4 sha||t h m|anes a mostnai w in the a|| mai|-o9 od on6
nar mhs sth wents h iging them to notid t oth - the U . b af.
w e oh rai| A fiuersitt seruines od oeir
A
nel aw ess~ w i L fol oao A r Aoo| sn t U M. Leeps a w ao ab se ador sth wents l notidie}
Ao haue
’} themv a|thohgh imagine the pernentage od sth wents thao nomp|t is pro-ab|t mettt
i |ol p
L fol get k those notines euert teai af w euer f
di|| remem-er to them oh o p
k f eth i i f v iuersitt rai| h shoh|} f nenters -e l i||ing to p|ane a Mouer’s c hi}e into euert on6
nar mhs mai|-o9 oo trt oo e|iminaoe or n h ai| i this o - h en. i w7irstv
oh|} it l saue them the e9 mense
od minting i
ws~ the postnai . enondv oe Aon|ine sl itn Aing throhgh the U . b site oh|} . l greao|t
n h ai| i their o
mai|~
e9 ness
T Aohgh i the rai| h fiuersitt seruinesv aw rissions af w ohsing A odinesv noh|} d le nam ho
ie a
signidinaf o ernentage m od oe Ano||ege poph|aoion af w etain i them as thet roue throhgh their
did stages~ derent |ide n aw witionv - sn Aoo| t 6 segmentaoion makes hs more ao o iiue an |ona| to o
uendors~