Discussion:
Can you think of any companies that market the same product or service offering to multiple segments using different strategies? Are the different segments being offered different value propositions?
Question 2
Which differentiation tool would be most useful for a dot.com startup?
Why?
Homework
In addition to preparing the discussion questions, find a relevant article in a Journal or Newspaper relating to the issue of customer focus or Customer Relationship building for discussion on the forum. The discussion will consider:
a) Why is this article relevant to the topic?
b) Can any of the marketing related theory from this chapter be related to the article?
c) What can be learned from this?