Word: segments
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Dates: during 1990-1999
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...means for the music market. Even there the predictions are rosy. "We may be a little bit ahead of the curve," says Brian Fargo, the president of Interplay Productions, whose MacPlay software division distributes Gabriel's Xplora 1. "But I think this will be a brand-new market segment that didn't even exist before. It's no longer a question of whether this format will take off but when. I'd say within a year or so it will be a CD-ROM world...
Composed of long chains of DNA containing perhaps 100,000 genes, the human genome is far too vast to analyze all at once. So scientists use special enzymes to chop the chromosomes into small manageable pieces and pick out small identifiable stretches -- called markers -- on each segment. When researchers are searching for a disease gene, they look for a marker that is common to all people who suffer from that ailment. If one is found, then the defective gene is probably located somewhere near that marker. The problem is that although the gene hunters know where the marker is located...
Detroit's sales charts are starting to look healthier. The U.S. companies are being helped by improved products, a price advantage of 16% against Japanese rivals because of currency differences, and the fact that so far both European and Asian competitors have almost entirely missed the fastest-growing market segment of all: vans, trucks and sport-utility vehicles. In the past decade, although car sales have been 30% off their 1985 peak and have suffered two of their poorest years since the 1960s, the truck and van market has exploded to 60% of car sales...
...economy. Major corporations like Pepsico, K Mart and J.C. Penney are going all out to win over free-spending ethnic consumers, recruiting minority marketing experts who speak each group's language and know their customs. "This is the era of ethnic marketing," says Gary Berman, president of Market Segment Research, a consumer specialist in Coral Gables, Florida. "Mass marketing worked when America was a cultural melting pot. But now you need a different message to suit the taste of each group...
...None of this would be happening," observes Market Segment's Gary Berman, "if corporate America wasn't making money." There may be some truth to that. Many of the same companies that are successful as ethnic marketers are having trouble resolving those nagging problems posed by multiculturalism in their own workplace. Most corporations are adopting some form of diversity training to ease worker tensions brought about by the greater ethnic mix, while others are insisting that their employees be at least conversant in English. It's a good bet that such tensions on the job will get solved when...