Question 1: Customer Segmentation (Answer should include completed template, PLUS a sentence or two to

answer Part 1b) 10 Marks

a. Utilizing the Template provided by the professor, entitled, Segmentation Variables Template, for the

specific product or product category you have chosen, on what basis do you think your company

segments its customers? Commonly used characteristics to segment markets (as discussed in class) are

geography, demographics, psychographics, benefits sought and usage rates. Utilizing the Template

provided, explain the market segmentation bases for this product. Review chapter 8, section 8-3 to

support your answer as to the characteristics of segmentation. (See template on page 3)

b. Summarize who you believe the primary target market is for this product?

Question 2: Consumer Buying Decision (approximately page) 5 Marks

a. What cultural, social, individual and psychological factors are impacting the consumers purchase

decision for your product? Explain why and how these factors impact the consumers decision. These

factors are summarized in Exhibit 6.3 and throughout chapter 6.

Question 3: Customer Relationship Management (CRM) (approximately page to 1 page) 5 Marks

a. Your company will want to ensure customers remain loyal and are engaged with the product and

company. As discussed in class, building a strong relationship and trust with consumers are important

factors to building loyalty. What does your company do to build customer relationships, strengthen

customer engagement and trust and keep customers loyal?

Some ideas to consider when answering this question, but not limited to just these question - Does

your company use CRM technology to assist with building a relationship? How do they use technology?

What CRM tools do they use? What is the role of salespeople in selling your product to the end

consumer? How are customer issues with your product resolved? What kind of messaging does the

company use to build trust and loyalty with customers?