Why Should Wineries Care?
The usual marketing goal is volume to clearly conquer as many customers as possible and the main thrust of the organization s marketing efforts is devoted to finding more new customers. The marketer s priorities from this perspective are usually to identify a target market, determine the target market s needs, match a product or service that they currently offer or potentially can produce to the market s needs, and attract the maximum number of target market consumers to try the product or service. This sequence is often repeated to gain the maximum number of new customers. The fixation on new customers is fueled by the desire to expand revenues and profits, and marketers often look beyond their current franchise to those not yet buying their products and services. This is true for the wine industry. It clearly needs to grow its consumer base. Yet unbridled expectations of ever-expanding markets can send marketers out on idealistic missions, while taking their current base of customers
