Q1. Discuss two advantages and two disadvantages of moving from a mass marketing approach to a one-to-one marketing approach
Q2. The STP & Customer Centric Approach.
a)Discuss the steps in the STP approach for managing customer heterogeneity
b)List and discuss the available tools to aid marketers in their quest to manage customer heterogeneity
c) What is the major difference between the STP approach and the customer-centric approach to managing customer heterogeneity? Given your knowledge of both, how can firm best design their marketing strategies?