The Fortune at the Bottom of the Pyramid is a book presenting an interesting argument - that emerging economies have 4 billion residents that struggle to live on a very minimal income, but even making a tiny profit off of sales of this volume can be a financial windfall. With a market of this size, there is certainly vast potential. However, the cost structure, product mix, and distribution system of U.S. firms has not proven to be well suited to provide the low cost goods and services this market needs. Overall, The Fortune at the Bottom of the Pyramid has not worked out for U.S. companies because of which of the key criteria for successful market segmentation? This segment is not:
A) consistent with the U.S. firms' marketing capabilities.
B) signification in size and purchasing power.
C) well focused.
D) customer derived.

Question

Quizplus · Accepted Answer

The key criterion for successful market segmentation that has not worked out for U.S. companies, according to the argument presented in "The Fortune at the Bottom of the Pyramid," is that the segment is not consistent with the U.S. firms' marketing capabilities. This means that the cost structure, product mix, and distribution system traditionally used by U.S. firms do not align well with the needs and conditions of the emerging economies' markets.

The Fortune at the Bottom of the Pyramid Is a Book