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MKC3140 Study Guide - Final Guide: Mass MarketingPremium

3 pages92 viewsSummer 2018

Business - Marketing - MKC
Course Code
Study Guide

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MKC3140 Notes
Customer heterogeneity is a fundamental “problem”
o All firms must address when developing an effective
marketing strategy
Customer heterogeneity may be latent or hidden
Customers vary on some underlying preferences, but no firms are
supplying offerings that fit their desires, so those preferences are
not evident
Customers might not even know of their diverse preferences,
because they have no options to evaluate
Assuming all customers are the same is a recipe for failure, at least in
the long term
Competitors will better satisfy subsegments with more aligned
Leads to a downward spiral in which the firm has fewer
Less profitable customers that are more costly to serve
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