Semester Spring 2012 Customer Relationship Management (Mkt610) Assignment No.

2
Due Date: 25th June, 2012 Marks: 25
Topic: Market segmentation Learning Objectives: To recognize the concept of segmentation while appreciating the strategic options available to firms for approaching different categories of customers. To apply the concept of segmentation to different industries

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

Learning Outcomes: After doing this rationale based exercise: Students would be able to fully comprehend the concept of segmentation and the way the marketer can strategically target a segment Students would be able to apply segmentation strategies for dealing with different customers.

Specific Instructions for doing the assignment

Please read the following instructions carefully before preparing the assignment solution: This is an application based question and you are required to read the questions at least 3 times before attempting it. Avoid writing generalized or bookish answers. Its an application based assignment and you are required to apply knowledge on focused industry. The question requires you to be original and creative so do not copy from any internet source otherwise you will be straightaway marked as Zero. Especially any data, text or example taken from students blogs will not be entertained.

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 should only be used to meet the emergencies and above mentioned due dates should always be treated as final to avoid any inconvenience.

Other Important Instructions

Deadline: Make sure to upload the solution file before the due date on VULMS. Any submission made via email after the due date will not be accepted.

Formatting guidelines: Use the font style Times New Roman or Arial and font size 12. It is advised to compose your document in MS-Word format. You may also compose your assignment in Open Office format. 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.

Rules for Marking Please note that your assignment will not be graded or graded as Zero (0), if: It is submitted after the due date. The file you uploaded does not open or is corrupt. It is in any format other than MS-Word or Open Office; e.g. Excel, PowerPoint, PDF etc. It is cheated or copied from other students, internet, books, journals etc.