Is considering segments of one buyer a reality or a myth? Discuss.
Answer to relevant QuestionsIs it necessary to use a unique positioning strategy for each market segment targeted by an organization? Visit one of the websites discussed in Exhibit 4.3. Discuss how the website may be useful to a company in its CRM initiatives. Discuss how CRM creates value for the firm’s stakeholders. Discuss how an organization’s marketing information skills and resources contribute to its distinctive capabilities. Why would a company consider observational or ethnographic research in preference to conventional surveys?
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