Does the use of mass customization eliminate the need to segment a market?
Answer to relevant QuestionsWhy are there marketing strategy advantages in using demographic characteristics to break out product–markets into segments? Is it necessary to use a unique positioning strategy for each market segment targeted by an organization? How can it be right for a company to invest resources in social responsibility projects, when its primary role is to deliver value to its shareholders? In what ways can perceptions of poor ethical standards inhibit a company’s ability to build customer relationships and compete effectively? Outline an approach to develop an effective market sensing capability for a regional full–service bank.
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