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Customer Relationship Management

Notes 6. Discuss the positioning process and approaches. Give suitable examples.
7. Discuss the various options that the marketers have while deciding on targeting a market
segment.

8. Connect marketing strategy and marketing mix.
9. Suppose you are going to start a fast food retailing business. How would you segment the
market and which markets will you target?

10. You are the marketing manager of a large discount store. How would you position your
store in the market? Discuss your positioning strategies.
11. You have recently started a FMCG company and want a robust marketing mix for the
company to tackle fierce competition from major players like HUL and P&G. Keeping this
in mind, design a marketing mix for your company.

12. Examine the various tools for differentiation. Determine how these tools can deliver
practical proportionality in a company.

Answers: Self Assessment

1. Heterogeneous 2. Niche
3. (b) 4. (b)

5. (a) 6. (c)
7. (d) 8. Non-segmented
9. Differentiated 10. True

11. True 12. False
13. True 14. True
15. False 16. True
17. Product 18. Promotion

9.8 Further Readings

Books Lawrence Weinstein, Marketing Management, South Western Publications

Philip Kotler, Marketing Management, Pearson, 2007
V S Ramaswami, S Namakumari Marketing Management, Macmillan, 2003

Online links www.advertising-objective.com/the-stp-process.html

www.businessplans.org/segment.html
www.prenhall.com/behindthebook/0132390027/.../Kotler_CH07.pdf
www.tutor2u.net/business/marketing/segmentation_why.asp

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