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Explain how micromarketing differs from differentiated and concentrated marketing and discuss the two types of micromarketing. (AACSB: Communication)

Name and define the five winning value propositions described in the chapter. Which value proposition describes Walmart? Neiman Marcus? Explain your answers.

Assume you work at a regional state university whose traditional target market, high school students within your region, is shrinking. This segment is projected to decrease over the next ten years. Recommend other potential market segments and discuss the criteria you should consider to ensure that the identified segments are […]

Form a small group and create an idea for a new business. Using the steps described in the chapter, develop a customerdriven marketing strategy. Describe your strategy and conclude with a positioning statement for your business. (AACSB: Communication; Reflective Thinking)

The Meredith Corporation has developed an expertise in building customer relationships through segmentation, targeting, and positioning. Amazingly, however, it has done this by focusing on only half of the population—the female half. Meredith has developed the largest database of any U.S. media company and uses that database to meet the […]

Name and describe the four major sets of variables that might be used in segmenting consumer markets. Which segmenting variables does Starbucks use? (AACSB: Communication; Reflective Thinking)