This Module is concerned with customer management at the industrial level, and much of it isnt obvious to the end users. Example: we buy our ketchup in bottles at the supermarket, but dont think a thing about it when we get our ketchup in little envelopes at McDonalds.There is, however, one example of customer management that anyone can readily observe. Its a type of market segmentation, based upon customer characteristics, and changing in real time based upon market signals. That example is online advertising.When I logon to the Amazon website, the company always has suggestions for me; books, items of clothing, bits of computer gear. When my wife logs on, she gets an entirely different list of suggestions. The personalized suggestions are based upon not only what weve bought in the past, but also what weve merely looked at. (These are the market signals.)In a way, this is nice. In another way, its creepy. Exactly how much information do the various online merchants collect about me, and what do they do with it? Do they share it? With whom? If I buy a book about terrorism, another book about chemistry, some radio control gear for the model zeppelin Im building, and then a sack of ammonium nitrate fertilizer for my garden, is the FBI going to show up at my door?Lets discuss this. Please offer an example of customer segmentation that youve encountered in your everyday life. It can be online advertising, or something else entirely points for originality! To the best of your ability, analyze your example in light of the principles discussed in this Module. Overall, do you think its a Good Thing? Why or why not?PART 2Effective Customer ManagementGodsell (2012) identified seven steps to developing a segmented supply chain. Davis (2010) traces Dell Computers Transformative journey through the process. Please read both articles carefully, then write an essay explaining: The situation Dell found themselves in before attempting SC segmentation The extent to which Dells experiences can be explained in terms of Godsells seven steps. Which activity at Dell corresponded to each of Godsells steps. What benefits Dell derives from SC segmentation.Feel free to use, as appropriate, other sources related to SC segmentation and Dell.Assignment Expectations Write a well-constructed essay. Feel free to use tables and bulleted lists, if appropriate. The readings do not provide specific answers. You will need to fill in the gaps, using your understanding of the material presented in the module, and the background sources. Style and format must comply with the Writing Style Guide. (TUI Guide, n.d.) This is not an English course; however, errors in spelling, grammar and style will be penalized. Provide citations and references. Use of APA style is encouraged, but not required. Please see the TUI Writing Guide, or visit the Purdue Online Writing Lab (OWL, 2015). There is no page requirement. Write what you need to write, neither more nor less.Required ReadingCaplice, C. (2006). Supply chain fundamentals and segmentation analysis. Retrieved on 21 Feb 2015 from http://ocw.mit.edu/courses/engineering-systems-division/esd-260j-logistics-systems-fall-2006/lecture-notes/lect2.pdf.*Davis, M. (2010). Case study for supply chain leaders; Dells transformative journey through supply chain segmentation (Gartner: G00208603). Retrieved on 2 Mar 2015 from http://www.johngattorna.com/documents/Dell_Case_study_for_supply_chain.pdfGodsell, J. (2012). Thriving in a turbulent world: The power of supply chain segmentation. Retrieved on 28 Feb 2015 from http://www.som.cranfield.ac.uk/som/p17887/Think-Cranfield/2012/August-2012/The-Power-of-Supply-Chain-Segmentation.*Godsell, J., Diefenbach, T., Clemmow, C., Towill, D. and Christopher, M. (2011). Enabling supply chain segmentation through demand profiling. International Journal of Physical Distribution and Logistics Management, vol. 41, no. 3, pp296-314.*Aneesh, P. (2014). Case study on Amazon.coms supply chain management practices (Slideshare). Retrieved on 3 Mar 2015 from http://www.slideshare.net/aneeshp1/case-study-on-amazoncoms-supply-chain-management-practicesChilderhouse, P., Aitken, J. and Towill, D.R. (2002). Analysis and design of focused demand chains. Journal of Operations Management, Vol. 20 No. 6, pp. 675-89. Retrieved on 3 Mar 2015 from the Trident Online Library.; This Module is concerned with customer management at the industrial level, and much of it isnt obvious to the end users. Example: we buy our ketchup in bottles at the supermarket, but dont think a thing about it when we get our ketchup in little envelopes at McDonalds.There is, however, one example of customer management that anyone can readily observe. Its a type of market segmentation, based upon customer characteristics, and changing in real time based upon market signals. That example is online advertising.When I logon to the Amazon website, the company always has suggestions for me; books, items of clothing, bits of computer gear. When my wife logs on, she gets an entirely different list of suggestions. The personalized suggestions are based upon not only what weve bought in the past, but also what weve merely looked at. (These are the market signals.)In a way, this is nice. In another way, its creepy. Exactly how much information do the various online merchants collect about me, and what do they do with it? Do they share it? With whom? If I buy a book about terrorism, another book about chemistry, some radio control gear for the model zeppelin Im building, and then a sack of ammonium nitrate fertilizer for my garden, is the FBI going to show up at my door?Lets discuss this. Please offer an example of customer segmentation that youve encountered in your everyday life. It can be online advertising, or something else entirely points for originality! To the best of your ability, analyze your example in light of the principles discussed in this Module. Overall, do you think its a Good Thing? Why or why not?PART 2Effective Customer ManagementGodsell (2012) identified seven steps to developing a segmented supply chain. Davis (2010) traces Dell Computers Transformative journey through the process. Please read both articles carefully, then write an essay explaining: The situation Dell found themselves in before attempting SC segmentation The extent to which Dells experiences can be explained in terms of Godsells seven steps. Which activity at Dell corresponded to each of Godsells steps. What benefits Dell derives from SC segmentation.Feel free to use, as appropriate, other sources related to SC segmentation and Dell.Assignment Expectations Write a well-constructed essay. Feel free to use tables and bulleted lists, if appropriate. The readings do not provide specific answers. You will need to fill in the gaps, using your understanding of the material presented in the module, and the background sources. Style and format must comply with the Writing Style Guide. (TUI Guide, n.d.) This is not an English course; however, errors in spelling, grammar and style will be penalized. Provide citations and references. Use of APA style is encouraged, but not required. Please see the TUI Writing Guide, or visit the Purdue Online Writing Lab (OWL, 2015). There is no page requirement. Write what you need to write, neither more nor less.Required ReadingCaplice, C. (2006). Supply chain fundamentals and segmentation analysis. Retrieved on 21 Feb 2015 from http://ocw.mit.edu/courses/engineering-systems-division/esd-260j-logistics-systems-fall-2006/lecture-notes/lect2.pdf.*Davis, M. (2010). Case study for supply chain leaders; Dells transformative journey through supply chain segmentation (Gartner: G00208603). Retrieved on 2 Mar 2015 from http://www.johngattorna.com/documents/Dell_Case_study_for_supply_chain.pdfGodsell, J. (2012). Thriving in a turbulent world: The power of supply chain segmentation. Retrieved on 28 Feb 2015 from http://www.som.cranfield.ac.uk/som/p17887/Think-Cranfield/2012/August-2012/The-Power-of-Supply-Chain-Segmentation.*Godsell, J., Diefenbach, T., Clemmow, C., Towill, D. and Christopher, M. (2011). Enabling supply chain segmentation through demand profiling. International Journal of Physical Distribution and Logistics Management, vol. 41, no. 3, pp296-314.*Aneesh, P. (2014). Case study on Amazon.coms supply chain management practices (Slideshare). Retrieved on 3 Mar 2015 from http://www.slideshare.net/aneeshp1/case-study-on-amazoncoms-supply-chain-management-practicesChilderhouse, P., Aitken, J. and Towill, D.R. (2002). Analysis and design of focused demand chains. Journal of Operations Management, Vol. 20 No. 6, pp. 675-89. Retrieved on 3 Mar 2015 from the Trident Online Library.