Evaluate the following site for additional ideas and material concerned with market segmentation and the types of support that can be provided for companies: www.marketsegmentation.co.uk.
Answer to relevant QuestionsCompeting in the single European market raises some interesting market segment questions. Discuss the segmentation issues regarding this multiple-country market. Why may it become necessary for companies to change their market segmentation identification over time? Visit one of the websites discussed in Exhibit 4.3. Discuss how the website may be useful to a company in its CRM initiatives. What is the relationship between CRM and market segmentation? What do you consider to be the proper ethical limits on the collection and use of customer information by companies?
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