When selecting a target market, firms will be most successful if they
A)decide between demographic and geographic segmentation methods.
B)seek out opportunities to customize products.
C)develop a global communication plan.
D)match the firm's competencies with a market segment's attractiveness.
E)reposition the brand.

Question

Quizplus · Accepted Answer

Matching the firm's competencies with a market segment's attractiveness enables the firm to focus its resources and efforts on segments where it has a competitive advantage and the potential for profitability. This approach is more effective than simply choosing between demographic and geographic segmentation or developing a global communication plan. Seeking opportunities to customize products and repositioning the brand are tactics that may be employed within a chosen target market, but they do not address the initial selection of a target market.

When Selecting a Target Market, Firms Will Be Most Successful