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Customer Relationship Management (Mkt610) Assignment No. 2: Semester Spring 2012
Customer Relationship Management (Mkt610) Assignment No. 2: Semester Spring 2012
Marks: 25
Rationale:
Mass marketing is an approach wherein the manufacturer engages in mass production,
mass distribution, and mass promotion of one standardized product aimed for all sorts of
customers. This leads to lower costs, lower prices and higher margins. Nowadays,
however, as customers are getting to know about their varied and different needs they
want to be treated differently too and thus require customized solutions with something
changed from the rest of the crowd. In response to such customer demands companies are
using market segmentation and customized marketing to approach a heterogeneous
market. In market segmentation approach firms provide product options that meet the
needs of a defined group. In customized marketing approach each individual customer
receives personalized treatment.
Discussion Question:
The basic logic behind market segmentation is that not all buyers are alike. Keeping the
logic of segmentation in view describe how following would segment the market by
choosing from any of the three approaches of segmentation like unsegmented mass
marketing, market segmentation, customized marketing. Give appropriate reasons to
substantiate your answer.
1. Paper clips manufacturer
2. Salt manufacturer
3. Architect
4. Airline industry
5. Automobile manufacturer
6. Lawyer
7. Fast food
8. Designer clothes wear
This is an application based question and you are required to read the questions
at least 3 times before attempting it.
Note:
Only in the case of Assignment, 24 hours extra / grace period after the due date is usually available
to overcome uploading difficulties which may be faced by the students on last date. This extra time
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treated as final to avoid any inconvenience.
Make sure to upload the solution file before the due date on VULMS.
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Formatting guidelines:
Use the font style Times New Roman or Arial and font size 12.
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Use black and blue font colors only.
Solution guidelines:
Use APA style for referencing and citation. For guidance search APA reference style in
Google and read various website containing information for better understanding or visit
http://linguistics.byu.edu/faculty/henrichsenl/apa/APA01.html
Every student will work individually and has to write in the form of an analytical assignment.
Give the answer according to question, there will be negative marking for irrelevant material.
For acquiring the relevant knowledge do not rely only on handouts but watch the video
lectures and use other reference books also.