HOMEWORK

Please write a paper not exceeding 4 pages single-spaced 12pt font addressing the following six questions:

1. Are all segments equally attractive to MM? If yes, why? If not, why not? How do the different segments’ needs and expectations evolve over time?
2. How does customer satisfaction change over time? How do you balance hard performance metrics such as revenues and profits with soft metrics such as customer satisfaction?
3. How does customer satisfaction relate to customer loyalty?
4. How should you manage MM pricing? What does it take to justify price increase? How does price discounting affect the outcome?
5. How do you balance short-term and long-term investments?
6. How does channel conflict figure into your pricing decisions? How do you minimize channel conflict?

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