Discuss the considerations that should be evaluated in targeting a macro-market segment whose buyers’ needs vary versus targeting three microsegments within the macro segment.
Answer to relevant QuestionsHow might a medium-size bank determine the major market targets served by the bank? “Evaluating marketing performance by using return-on-investment (ROI) measures is not appropriate because marketing is only one of several influences upon ROI.” Develop an argument against this statement. Discuss how government may participate in helping domestic companies develop their competitive advantages in an industry such as aerospace products. Are vertical relationships more likely to be successful than horizontal relationships? Discuss. Discuss the potential role of the Internet in the new-product-planning process. Which stages of the process may benefit most from Internet initiatives?
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