One of the most fundamental tenets of marketing is market segmentation. The story goes that all sources of competitive advantage drive from the firm's ability to deliver superior customer value on benefit attributes that are both relevant and important to clients. To accomplish that end, the firm should understand the universe of current and potential customers—born who diey are and what they want. Without this understanding, how might coatings companies deliver differentiated product and service offerings unique from competitors and the universe of other potential substitutes?
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