We have conducted needs based market segmentation for decades. It also seems that they don't have much knowledge about how to conduct market segmentation. Therefore they mistakenly thought this US West Direct case was a one to one rather than market segmentation and segment targeting. These misunderstanding and the lack of basic marketing research knowledge might be the important reason that they have developed their misleading one to one marketing theory. Perhaps you may understand now why I have been insisting on market segmentation all the time.
Market segmentation is the fundamental of marketing.
It is the marketing philosophy. You cannot do any marketing without considering market segmentation first. However Peppers and Rogers claim that they can avoid market segmentation to go directly one to one. I will discuss the potential risks such one to one marketing philosophy will bring to our businesses. Now let's discuss the harms of one to one as a marketing philosophy.