You are a newly appointed marketing manager of a multinational firm. The firm has the following market base: consumer market, business market, and international market. Its business products serve as a raw material for other businesses and thereby have a wide scope of its business frontier. It has challenges in segmentation although they produce quality products for various markets. Based on the above challenges facing the firm, it has also resulted in serious pricing decision problems, which are seriously affecting the firm’s profitability level. Meetings has been held both nation and international level to rectify some of these anomalies in the firm. Now, the head of corporate affairs has become worried of these pending challenges and has called for presentation from the head of the marketing. 1. Explain how to segment the following markets and its requirements: i. Consumer market. ii.Business market. iii. International market.

You are a newly appointed marketing manager of a multinational firm. The firm has the following market base: consumer market, business market, and international market. Its business products serve as a raw material for other businesses and thereby have a wide scope of its business frontier. It has challenges in segmentation although they produce quality products for various markets. Based on the above challenges facing the firm, it has also resulted in serious pricing decision problems, which are seriously affecting the firm’s profitability level. Meetings has been held both nation and international level to rectify some of these anomalies in the firm. Now, the head of corporate affairs has become worried of these pending challenges and has called for presentation from the head of the marketing. 1. Explain how to segment the following markets and its requirements: i. Consumer market. ii.Business market. iii. International market.

Marketing

20th Edition

ISBN:9780357033791

Author:Pride, William M

Publisher:Pride, William M

Chapter19: Pricing Concepts

Section19.2: Cvs: Continuous Value Strategy

Problem 1C

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