Very interesting, your article on "Two-Tier Marketing" (Cover Story, Mar. 17). Now, what we need is an explanation of why the U.S. is becoming a two-tier society, where a small percentage of people own most of the wealth and a larger group of people are becoming poorer.
Corporate America might want to consider its role in all of this and begin to assume greater social responsibility. How about making major investments in local communities with some of those huge, unprecedented profits? How about extending profit-sharing to employees who are not executives or managers? Creative two-tier marketing and advertising campaigns are not answers but symptoms of a problem. Preserving America's precariously balanced experiment in democracy and capitalism is possible only if those with wealth and power recognize their obligations to society beyond reverence for the Almighty Buck.
Yvette N. Tazeau
San Jose, Calif.
Your story on two-tier marketing is excellent. It emphasizes the need for companies to target their markets more selectively--specifically their product and service offerings. Each market segment has its own needs and requirements, and a company's marketing efforts must vary according to those customer needs. That includes price structures for the various products and services.
I would like to have seen more references in the story to how small-business owners and entrepreneurs can apply these concepts. Not everyone can identify with a Bloomingdale's or with commercials on Roseanne or Seinfeld. Yet the concepts are just as valid, or even more valid, for small-business owners. They, more than anyone else, must be able to segment and target their markets very specifically in order to stay in business.
Richard F. Gerson