Multi Segment Marketing Assignment PDF

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Professor Robert Ettl. This is one of the weekly assignments he expects to be completed and presented to the class. You must describe the topic and give an example, which is what I have done....

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Professor Ettl Bus 448 October 3, 2016 Multi Segment Marketing Multi-segment marketing is aimed at the market as a whole in an attempt to maximize your reach and generate as many sales as possible. When companies target more than one segment to sell their products in, they are using the multi segment marketing strategy. One can see why companies would want to sell their product in more markets, it allows the company to branch out to new consumers and users. Arm and Hammer baking soda is a product that is used across multiple marketing segments. The company was struggling at the time and needed a way to sell more product. They decided to sell their same product to people in markets other than baking or cooking. Arm and Hammer was very successful and was able to save their company using multi segment marketing. The popular product is purchased by people in markets such as the dental industry, cleaning products and people who enjoy baking. Multi segment marketing can also be problematic for companies for example; a shift in focus from your key market segment to alternative segment may result in problems for your business. Your users may view the change as a sign that product quality is dipping or that they are no longer your main worry. On the other hand, new users may wonder why you have entered into a new market and whether it is the result of a deteriorating business model....