Exam 4: Targeting

What are two perspectives in assessing each segment's attractiveness in terms of its potential for targeting?

Company XYZ is working on a marketing strategy for a new oral hygiene product and just discovered that XYZ's biggest competitor is launching a very similar product a month later.A SWOT analysis can help the company determine if this is an opportunity or a threat.

For market sizing, we start with the __________, and break it down into the __________ that are relevant.

Opportunities and threats are usually driven by changes in one of the

Strengths and weaknesses are considerations that are external to the organization.

Goods are usually associated with more variable costs than services.

Regarding targeting, we iterate between our __________ vision of corporate strategy, and a __________ data-informed approach on segment size and profitability.

Opportunities and threats are internal considerations about the organization.

The Murphy Company is determining which segment(s) to target for its new professional résumé writing service.In making this determination, the company should consider quantitative factors such as the size of the segment, profitability, and growth.

Company ABC is in the process of sizing the market for its new web-based service that allows consumers to be matched with local attorneys specializing in the area of law pertaining to the consumer's need.The marketing team is trying to estimate the purchase decision-making process with respect to how likely it is that visitors to the site will hire an attorney identified by Company ABC.In estimating the purchase decision-making process, the marketing team should consider the elements of