There are some dangers in concentrating product-market analysis only upon a firm’s specific brand and those brands that compete directly with a firm’s brand. Discuss.
Answer to relevant QuestionsUsing the approach to product-market definition and analysis discussed in the chapter, select a brand and describe the generic, product-type and brand product-markets of which the brand is a part. Review the material in the INNOVATION APPLICATION “New Lifestyle Segments for Luxury Hotels”. Do these new ventures represent a robust segmentation strategy? What other segment opportunities can be identified in the ...The real test of a segment formation scheme occurs after it has been tried and the results evaluated. Are there ways to evaluate alternative segmenting schemes without actually trying them? Visit the website of SalesForce.com. Based on the information provided discuss how can SalesForce.com contribute to a company’s CRM. What is the relationship between CRM and market segmentation?
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