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Preparation:Read In Winston, read chapters 26 (pages 415-425), 27 (pages 427-438, and 28 (pages 439-441), and work through all the exercises.Assignment Due: Review the readings and videos below that speak to segmentation its value and it opportunity for implementation, to inform your reflection on Segmentation:Watch: Malcolm Gladwell. Choice, Happiness and Spaghetti Sauce. [Reflections on Segmentation].… 11 Watch: Tom Springer at Bain.… Read: BCG: Customer Segmentation a Call to Action. Read: The Limits of Milkshake Marketing. Anthony Ulwick. Marketing Journal. Optional Read: Approaches to Clustering in Customer Segmentation. International Journal of Engineering & Technology. Slightly more technical note on Reflection/Forum Post: Having read the article, watched the videos and thought about this topic: If you had to advise a medium-sized enterprise that wanted to create a strategic segmentation scheme, what would you tell them are the positive benefits, what concerns or downsides would you warn them about? What sort of data would you encourage them to collect? And questions to start thinking about. Note on assignment: This reflection should be between 500 and 1000 words – double-spaced, and submitted as a Microsoft Word Document. Helvetica 12pt.


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