Swedish furniture company Ikea uses big data to determine how to adjust its inventory, design, and even food to align with local tastes in the various geographic regions it serves. In India, where families often have impromptu gatherings, the company offers a greater number of stools and folding chairs. In China, where balconies are common in homes, Chinese showrooms include a section on balconies. a) In your opinion, would a company marketing without segmentation be using its resources effectively? b) If not, how marketers can achieve different promotional goals by using a good mix of promotional tools by applying the AIDA model?