McEwan and Co

Multiple Choice

McEwan and Co. ,a commercial real estate brokerage firm,creates four storyboards,each of which delineates a different value proposition and segment positioning strategy.The firm recruits a group of executives from different industries,and assigns them to one of the four segments.The executives are asked to critique each segment's storyboard and select the one that most appeals to them.The firm aims to assess its understanding of segment needs and its ability to translate that understanding into a value proposition.In this example,which of the following methods is McEwan and Co.using?

A) the emphatic method
B) segment attractiveness test
C) marketing mix strategy test
D) mass-market strategy test
E) segment strategy "acid test"