When selecting specific target markets, a firm should
A) revert to an undifferentiated approach if the market is deemed heterogeneous.
B) choose the segments most in line with the firm's objectives and long-term growth.
C) choose all segments that are determined to be profitable for the organization.
D) choose the minimum number of segments necessary to achieve company sales potential.
E) pick the segments with the best sales forecasts for the upcoming period of time.

Question

Quizplus · Accepted Answer

It is important for a firm to choose the segments that align with their objectives and long-term growth to ensure that they are targeting the right audience for their product or service. Choosing profitable segments is also important, but they should align with the overall objectives of the firm. Choosing the minimum number of segments necessary to achieve company sales potential may limit potential growth opportunities, and picking segments based solely on sales forecasts may not necessarily align with long-term objectives. So, option B is the most appropriate.

When Selecting Specific Target Markets, a Firm Should