Context : Multichannel customer management is the design, deployment, and evaluation of channels to enhance customer value through effective customer acquisition, retention, and development Channels typically include the store, the Web, catalog, sales force, third party agency, call center and the like. In recent years, multichannel marketing has grown tremendously and is anticipated to grow even further. While we have developed a good understanding of certain issues such as the relative value of a multichannel customer over a single channel customer, several research and managerial questions still remain.In this context, discuss the following:

a$.$ How should the firm$/$companies segment customers in a multichannel environment? You can drill down your answer to sample application in a pharmaceutical industry.

b$.$ How different are customers' responses by channel in the presence of own and competitive marketing activities? Which is the best measure for segmenting customers usage, preference, responsiveness, or some combination? Are channel$-$ based segments stable or do they change over time?

c$.$ Is multichannel strategy about efficiency, segmentation, or customer satisfaction?

d$.$ Do multichannel customers perceive better service and experience greatersatisfaction or delight than do single channel customers?