Ch. 4 - The Marketing Environment

The VertuoPlus’ target market contains all-gendered coffee drinkers in their mid-twenties to late-sixties with general preferences for luxury goods and moderate-high household incomes, whether married/single and with/without children. Some indulge to escape the drudgery of everyday life, because owning the VertuoPlus is marketed to elevate their self-perception and social status.