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Segemtation (Segmentation and customer-focused marketing (Cusotmer-focused…
Segemtation
Segmentation and customer-focused marketing
Cusotmer-focused marketing
Customer requirements must drive product and service design
All products and services have more than one market segment
Logistics and marketing strategy must focus on customer
Profitability is more important than sales volume
What has driven the change to a customer-focused business environment
Benefit of segmentation
Customer Segmentation
Defining segments
Customer actual buying behaviors
Segmentation by customer value
Segmentation by customer needs
Segmentation by preferred channel
Segmenting customers
Market research
Source of customer information
Transaction records
Sales representatives
Service representatives
Distribute points
Purchase data
Voice of the customer(VOC)
Segmentation of supplier or other SC partners
Supplier segmentation
Ideal relationship type
Supplier capabilities
Customization versus standardization
Level of innovation
Lead time
Segmenting other SC partners