Foundations of Marketing
Quiz 5: Target Market Segmentation and Evaluation
The information yielded by market segment profiles usually is not very useful later in the marketing process.
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Market segment profiles help determine the most desirable segment or segments in relation to the firm's strengths, weaknesses, objectives, and resources.
The two general approaches to measuring company sales potential are the breakdown and the buildup approach.
Company sales potential is the maximum percentage of market potential that an individual firm within an industry can expect to obtain for a specific product.
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