MBA 706 Chen: Exam 2 Questions with Correct Answers 100% Pass

MBA 706 Chen: Exam 2 Questions
with Correct Answers 100% Pass

Targeting - CORRECT ANSWER-- Selection of ideal customer segments

- Serve the segments whose needs match the firms abilities

Why target? - CORRECT ANSWER-- Better serve customers

- Not a one size fits all

Targeting Methods - CORRECT ANSWER-- Top Down

- Bottom Up

Top Down - CORRECT ANSWER-- Strategic

- Understand the firms resources, strengths, weaknesses, personalities, etc.

- "Does this market fit who we are?"

Bottom Up - CORRECT ANSWER-- Profitability

- Current market size, anticipated growth, competition, behavior, expectations, etc.

- "How profitable will this segment be?"

Strategic Criteria - CORRECT ANSWER-- Attractiveness of market related to

profitability for the company

, - Assess strengths and how they align with the segment

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

Hmm... - CORRECT ANSWER-- Corporate strengths + Market doesn't look so

hot

- Less capable + Market is attractive

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

SWOT - CORRECT ANSWER-- Strength

- Weakness

- Opportunities

- Threats

Strengths and Weaknesses - CORRECT ANSWER-- Internal factors

- In comparison to competitors

- Include customer perspectives

Opportunities and Threats - CORRECT ANSWER-- External Factors

- Driven by changes in 5Cs

- Corporate philosophy determines effect

- Internet access, aging boomers, new competitors




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