Caroline Wozniaki in a promotional shot for Adidas
Get a lesson plan on market segmentation at www.hoddereducation.co.uk/businessreviewextras
‘Middle-aged man in lycra’ (MAMIL) is a growing and lucrative target market that a number of businesses are exploiting to their advantage. The term ‘MAMIL’ might be seen as somewhat patronising and derogatory, but the truth of the matter is that the success of the 2012 London Olympics fulfilled one if its stated objectives of increasing the participation of the population in sporting activities
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