MBA 706 Chen_ Exam 2 Questions with 100% Actual correct answers | verified | latest update | Graded A+ | Already Passed | Complete Solution

MBA 706 Chen: Exam 2


Targeting - ANSWER-- Selection of ideal customer segments
- Serve the segments whose needs match the firms abilities

Why target? - ANSWER-- Better serve customers
- Not a one size fits all

Targeting Methods - ANSWER-- Top Down
- Bottom Up

Top Down - ANSWER-- Strategic
- Understand the firms resources, strengths, weaknesses, personalities, etc.
- "Does this market fit who we are?"

Bottom Up - ANSWER-- Profitability
- Current market size, anticipated growth, competition, behavior, expectations,
etc.
- "How profitable will this segment be?"

Strategic Criteria - ANSWER-- Attractiveness of market related to profitability for
the company
- Assess strengths and how they align with the segment

Go for it! - ANSWER-Corporate strengths + Market is attractive

Hmm... - ANSWER-- Corporate strengths + Market doesn't look so hot
- Less capable + Market is attractive

Avoid - ANSWER-Less capable + Market doesn't look too hot

SWOT - ANSWER-- Strength
- Weakness
- Opportunities