MKGT 6170 ALBANY STATE UNIVERSITY

Description

Week 2 Assignment Introduction

Companies are increasingly becoming customer-centric due to the realization that customer service is often as important as product development. By segmenting groups of customers based on psychographic characteristics, preferences, and purchasing behavior, companies can simultaneously maximize their profitability and benefits for their customer base. A successful CRM program is one that provides an understanding of the preferences and buying habits of a customer to then enable management to apply an appropriate marketing program that provides value for customers and an increase in organizational profits.

Week 2 Research Paper: Customer Segmentation (50 Points) Analyze Customer Segmentation Prepare a report analyzing customer segmentation and how it impacts CRM strategy.

The report must include: • An evaluation of the success factors of customer segment management initiatives. • An analysis of a successful customer segmenting program. • The connection of specific Customer Relationship Management strategies to market segmentation.

Length: 4-5 pages (app. 350 words per page) Your research paper should demonstrate thoughtful consideration of the ideas and concepts that are presented in the marketing and provide new thoughts and insights relating directly to this topic. Your response should reflect scholarly writing and current APA standards (not including APA cover page and reference page). A minimum of 3 references should be used that are not more than 5 years old.

Note: Therefore, it must be typed, double spaced, have 1-inch margins, a cover page, and reference page. All pages should be numbered in the upper right-hand corner.