Compare and contrast mass marketing and individual customization

1. a)Compare and contrast mass marketing and individual customization, b) discuss the major variables that are often used to segment customer markets, and c) review the factors that make market segments useful. Provide an example of a company that utilizes either a mass marketing or an individual customization approach.

2. This is a three part question: a) discuss the elements involved in building a firms branding strategy?, b) explain why firms use brands extensions, cover both the advantages and disadvantages of this approach, and give an example of a firm that has successfully introduced a brand extension, and c) describe how brands can play a number of roles as part of a brand portfolio.