4 Customer Analysis
Many retailers no longer stock the same merchandise in all of their stores because they have realized that markets in different locations have different wants and needs. Macy’s department stores recently discovered that women in Phoenix and Salt Lake City did not care for off-the-shoulder dresses. It has been said that New York has a very strong preference for black iPod models while out west consumers prefer the silver models. If you send the same sales message to the president of a firm as you do with their line personnel, most likely one or the other will not be interested; presidents are looking for different features and benefits than other members of their company. If you are treating all segments of your markets the ...
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