Problem:
Your role and the idea of funding a marketing campaign are being challenged by IPT's financial advisor, who happens to be a close friend of owner Kiana Peterson. The financial advisor wants to know, step by step, what you are going to do and the benefit of each step.
Discuss why marketers focus on processes such as segmenting, targeting, positioning, and differentiation. Using the Library and any other materials at your disposal, discuss ways in which consumer-focused companies Amazon, Starbucks, and Home Depot use these concepts.