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Task: Read the National Restaurant Association Education Foundation case study starting on page 192 of the text. (Please view attached document). The NRAEF segmented their customer base using potential customer value as the criteria. Identify two other segmentation schemes NRAEF could use. Choose one of those two and describe how it might be executed by NRAEF. Why did you choose that scheme?

The reference document is:
Stone, B., & Jacobs, R., (2008). Successful direct marketing methods (8th ed.). New York, NY: McGraw-Hill Publishing

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Solution Summary

Segmentation is explained in a structured manner in this response. The answer includes references used.

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One segmentation scheme that NRAEF can use is to segment customers according to the risks inherent in serving food and beverages. The segments would be the highest risk segment, middle risk segment, and the lowest risk segment.
Another segmentation scheme that NRAEF can use is to segment customers according to the use of food safety training. The segments would be the compliance segment, the second would be the middle training segment, and the third ...

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Hatim Baxamusa, MBA
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  • BSc , University of Calcutta
  • MBA, Eastern Institute for Integrated Learning in Management
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