• Think about some of your friends and what you have discovered by visiting their homes. Do they buy different things than you do? If so, why? How might a company distinguish you from them in terms of its targeting?
• Is it always harder to find new customers than it is to retain old ones or does it depend on the business you're in?
• Does one-to-one marketing have to be expensive? How can small organizations interact with their customers in a cost-effective way?
• Are large companies better off using multi segment strategies and small companies better off using niche strategies? Why or why not?
• How have companies such as JCPenney and Sears tried to change their position (reposition their stores)?
• Do you think hotel companies have segmented the market too much and confused customers?