A Firm Has Segmented Its Customers into Two Groups: High-Volume

question 71

Essay

A firm has segmented its customers into two groups: high-volume customers and low-volume customers. Explain the different styles of communication the firm should implement to reach each group of customers.

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Definitions:

Forms of Prejudice

Variations of prejudgment or unfounded negative beliefs and attitudes toward different groups of people.

Discrimination

Unjust or prejudicial treatment of different categories of people or things, especially on the grounds of race, age, or sex.

Racism

Prejudice, discrimination, or antagonism directed against someone of a different race based on the belief that one's own race is superior.

Prejudice

A preconceived, usually unfavorable, judgment or opinion about individuals or groups, often based on stereotypes and without adequate information.