The Meat Consumer Today - Promotion: What's New with the Consumer?

Authors

Pat Swan, Wyoming Beef Industry Council, Cheyenne, Wyoming

Date of this Version

December 1993

Comments

Published for Proceedings, The Range Beef Cow Symposium XIII December 6, 7, & 8, 1993, Cheyenne, WY.

Abstract

Promotion has been defined as "telling and selling" the customer. The overriding goal today, however, is understanding that customer. By determining consumers' needs and desires, one can then positively position products in a creative, relevant and positive way. The meat industry is constantly seeking to gauge both consumer attitudes and, importantly, their behaviors. Both are necessary components of a sound marketing plan.