Select two competing companies (e.g., JCPenney vs. Nordstrom) and do the following: 1 - Define their current position in the marketplace, using Chapter 6 course materials and lecture notes as a guide; 2 - Discuss how they identify their customers. You can select any industry, and your discussion must address the issues of high/low volume customers, as discussed in the textbook. Review Page 42 in Chapter 4 and page 64 in Chapter 5.

Lens Lock [ Set industry/geography] Hot (Passionate) AUTHORITY PRIME Warm (Comforted) Earned Media All Media Niche Exclusive or limited Audience Mainstream Mass Market Owned Media Bought Media Mild (Informed) ADVOCACY ATTENTION Cold (Rational)