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Market segment, technology, and customer relationship

Discussion Questions

Can you name a company that has recently changed its product scope or market segment scope in a very public way? Was this an expansion or contraction of scope?

Give some examples of companies that have grown to dominate their market segment by using technology to make buying opportunities more convenient and efficient?

Homework

Find a relevant article in a Journal or Newspaper relating to the issue of customer focus or Customer Relationship building for discussion on the forum. The discussion will consider:

a) Why is this article relevant to the topic?
b) Can any of the marketing related theory from this chapter be related to the article?
c) What can be learned from this?

Solution Preview

1. Can you name a company that has recently changed its product scope or market segment scope in a very public way? Was this an expansion or contraction of scope?

In this question, you can take the experience of a popular cigarette--- Marlboro. Originally it targeted at female smokers but was not successful and was remarketed to the male smokers.

Take the experience of a popular cigarette--- Marlboro. Originally it targeted at female smokers but was not successful. Due to this, Marlboro was re-targeted to female smokers in the United States but the effort failed and the brand was taken off the market (Cheap-cigarettes, n.d.).

Cheap-cigarettes (no date) further relates that in the 1950's Marlboro was again introduced to the market, this time on the heels of a stories about the negative health aspects of smoking. At the time, the vast majority of cigarettes being sold were non-filtered. Marlboro was a filtered cigarette, so this clearly was an attempt to win over the health conscience crowd. Later, during the 50's, the company decided to dump the targeting of women and began promoting Marlboro as a man's cigarette. The first icon of this new change in marketing was the 'Tatooed Man' depicted on this page. Various images of healthy looking, outdoor type began showing up in ads. The images used in their ads evolved more and more into those depicting particularly macho types. In the beginning, images of naval officers and livestock ranchers made ...

Solution Summary

The solution discusses market segment and using technology for convenience and efficiency.

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