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Market-Based Management 6th Edition by Roger Best
Edition 6ISBN: 978-0130387752Market-Based Management 6th Edition by Roger Best
Edition 6ISBN: 978-0130387752 Exercise 25
The five interactive marketing performance tools and application exercises outlined here will strengthen your understanding of segmentation strategies and customer relationship marketing. To access the tools, go to www.MBM-BEST.com. For many of the questions, you can determine the answers by entering data included in the questions. You may also enter other data to see the results, and you can save your work. Each application exercise is based on the Chapter 5 figure in parentheses.
The "Acid Test" for Segment Strategies (Figure 5-5)
A. For the "worrier" segment, create a storyboard similar to the ones in Figure 5-13. If possible, add a picture from a magazine that represents the customer identity of this segment.
B. Do the same for the "sociable" segment.
C. Create a third storyboard with no segment identity, average product features, and a mid-range price.
The "Acid Test" for Segment Strategies (Figure 5-5)
A. For the "worrier" segment, create a storyboard similar to the ones in Figure 5-13. If possible, add a picture from a magazine that represents the customer identity of this segment.
B. Do the same for the "sociable" segment.
C. Create a third storyboard with no segment identity, average product features, and a mid-range price.
Explanation
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Market-Based Management 6th Edition by Roger Best
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