Marketing Management

Take a look the following scenario b/n Hiwot and Mr. Demeke(Hiwot’s Manager) and give the necessary answer to the given questions.


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Hiwot:”After l talked to Mr.Demeke, he seemed okay with giving one of my current project to someone else so l could spend some time on Market segmentation. But, while l was explaining some of the key elements of market segmentation to him, he had some concerns about a few big pieces of this approach.”

Mr. Demeke:” that customer orientation piece seems like a waste of time to me. We’ve been working in these areas countrywide for a long time and we have a pretty good idea about what people are doing (or not doing) and we have a good understanding on the common needs of customers countrywide. And why should we target segments and appreciate their difference? I don’t think it’s a good idea to leave focusing on what is common to all people in the country. Shouldn’t we be trying to reach as many people as we can?”

Hiwot: “l’m losing my confidence! How do you think l can convince him of the need to understand our target audience and segment them? Or do you think it is okay for me to admit on a couple of these points?”

What should you advise Hiwot to say?

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