Discussion:
Hallmark Cards, Inc. has been successful with their sales to an ever-changing audience for a period of 100 years. According to Lehman and Dufrene in BCOM, "... [Hallmark's] continued success of its cards is directly tied to effective analysis of ever-changing audience. For instance, because women buy 80 percent of all greeting cards, Hallmark works to attract today's women, particularly those older than 45 who no longer have children at home. And, as American society has become increasingly heterogeneous, Hallmark product offerings have also become more diverse." Describe other companies that have attempted a similar shift. Do you feel they have successfully analyzed their audience? Why or why not?