1. Sage software produces a wide range of business software, ranging from accounting,
to HR to CRM software. Explore the Sage UK website. Visit: www.uk.sage.com Questions From your analysis, how does sage segment the marketplace, what variables are
used? Why would segmentation be effective for identifying market segments for this
particular company? Should Sage pursue full market coverage, market specialisation, product specialisation
or niche specialisation? 2. Some large brands have invested heavily into their Internet presence, even
brands, which cannot be sold over the Internet. Even brands promoting toilet
roll have websites! Explore Andrex’s website. The toilet roll company use their
“Labrador Pup” as their brand symbol. The site offers free pup calendars, pup
e-cards, pup facts, pup puzzles, and even pup galleries!!!!! Visit: www.andrexpuppy.co.uk Questions Why has Andrex adopted such an Internet marketing strategy? What is the positioning strategy of the firm? How does an Internet presence contribute to this positioning strategy? Discuss if all brands should have an Internet presence or should these promotional
resources be deployed elsewhere. | 
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