Manage Customer Segments

Over the past decade, node segment management has escalated into a topic of major importance. This essay tries to analyse the factors that impacted companies strength to manage customer segments, expound its roles, and urge companies to strengthen customer segment management. Todays marketing environment is decent more sophisticated and proliferating. The phenomenon of market polarization is one of the to the highest degree strategic challenges which companies should respond to. As Knudsen et al. (2005) pointed out, more and more middle-of-the-road products and services are being squeezed from many industries, while the product rates of high cobblers last market and low end market are so strong. Facing to this changing environment, a company has to make a choice focus on one of the markets extremes and concede ground elsewhere or learn to serve both premium and prise customers (Knudsen et al., 2005). Stråberg, the CEO of Electrolux, who has achieved to success in selling high-end and low-end products in the akin channel, thought that the middle market was just on the brink of disappearing, not really vanished (Knudsen & Riiber, 2006). However, other practitioners like Bosch, Sub-Zero, Viking, Haier, Nokia gave different answers (Knudsen et al., 2005; Knudsen & Riiber, 2006). commercialize polarization is a megatrend.

In front of this fickle neighborly structure, it is very difficult to measure the extent of customer migration. It is important for marketers to manage customer segments effectively according to the environmental threat. node needs are heterogeneous. The fact that large number of brands gist customers could seek for different product benefits. Since the mass market is roue into a multitude of demographic, socioeconomic and behavioural fragments, customer needs, desires and expectations must be (re)understood by marketers. Doole et al. (2005) argued that one of the advantages of the strategies of market segmentation for marketers is to bring the demands of customers in... If you want to get a full essay, order it on our website: Ordercustompaper.com

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