A firm has categorized 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

What will be an ideal response?

A firm should look at the cost and time factors involved in the communication with customers within each group. These factors should then be compared to the possible profit generated by a long-term relationship with each customer group. The high-volume customers may require frequent contact from a personal sales representative. This may be an expensive means of communication, but without such communication the firm may lose the valuable customer to a competitor. The low-volume customer may be adequately serviced by less expensive means such as mailed literature or occasional verbal communication via the telephone.