Discuss the important issues that should be considered in defining the product–market for a totally new product.
Answer to relevant QuestionsDiscuss how a small company (less than $1 million in sales) should analyze its competition. There are some dangers in concentrating product-market analysis only upon a firm’s specific brand and those brands that compete directly with a firm’s brand. Discuss. Review the BMW Mini case in the GLOBAL APPLICATION “The BMW Mini.” Do you believe that BMW has built a robust niche or segment strategy, or is the car a fashion item with limited lasting appeal to car buyers, like other ...Why may it become necessary for companies to change their market segmentation identification over time? How can it be right for a company to invest resources in social responsibility projects, when its primary role is to deliver value to its shareholders?
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