As a marketing manager for Kitch-It-Tools, Jim is frustrated with the way his organization markets their kitchen utensils. Currently Kitch-It-Tools utilizes a strategy aimed towards the largest possible number of people, relying heavily on television and radio advertising. Jim complains that the firm is not listening to its customers and is in danger of losing many of them to firms that create a personal dialogue with their buyers. Presently Kitch-It-Tools practices:

Question

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Kitch-It-Tools is using a mass marketing strategy that targets large groups of people with the same marketing message. They are not segmenting their audience or creating personalized relationships with their customers.

As a Marketing Manager for Kitch-It-Tools, Jim Is Frustrated with the Way