To think of consumers as a mass market suggests a homogeneity that does not exist. You and I, as consumers, have different names, ages, addresses, educations, and incomes. Besides these superficial differences, we also have different aspirations, experiences, family structures, motivations, personalities, and emotional makeups. Consumers are as unique as snowflakes. Although education is different from most consumer products, integrated marketing can build and extend brand equity in the information marketplace.
Education is a high-involvement decision.
It is not an impulse or often - repeated buy. What we know about Cooperative Extension customers is that super heavy users account for a disproportionately large amount of all users. But we don't know why these people are loyal Extension customers, how they receive information about our products and services, or most importantly, how they would prefer to receive information about our products and services. Integrating for 2001 Long ago we learned that program success means involving the target audience in the decision-making process. Good marketing is no different.