Explain the product-market screening criteria that can be used to evaluate opportunities.
Answer to relevant QuestionsExplain General Electric’s strategic planning grid approach to evaluating opportunities. The owner of a small hardware stores—the only one in a medium-sized town in the mountains—has just learned that a large home improvement chain plans to open a new store nearby. How difficult will it be for the owner to ...Explain why segmentation efforts based on attempts to divide the mass market using a few demographic dimensions may be very disappointing. Illustrate how the reference group concept may apply in practice by explaining how you personally are influenced by some reference group for some product. What are the implications of such behavior for marketing managers? Give an example of a recent purchase experience in which you were dissatisfied because a firm’s marketing mix did not meet your expectations. Indicate how the purchase fell short of your expectations—and also explain ...
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