BUSML 3250
Marketing Management
Q & A w/ Rationales
2024
, 1. A company that sells organic cosmetics wants to expand
its market share by launching a new product line. The
company has conducted a market research and identified
four segments of potential customers based on their needs,
preferences and lifestyles. Which of the following is the
best way for the company to select a target market for its
new product line?
a) Choose the segment that has the highest income and
spending power.
b) Choose the segment that has the lowest competition and
entry barriers.
c) Choose the segment that is most aligned with the
company's mission and values.
d) Choose the segment that is most responsive and
profitable to the company's marketing efforts.*
Rationale: The best way to select a target market is to
evaluate the attractiveness of each segment based on its
size, growth, profitability, accessibility and responsiveness
to the company's marketing efforts. Option d) reflects this
criterion, while the other options are either too narrow or
too broad.
2. A company that produces sports equipment has
developed a new type of running shoe that uses advanced
technology to enhance performance and comfort. The
company wants to position its new product as a premium
and innovative offering in the market. Which of the
following is the most appropriate pricing strategy for the
company to adopt?
Marketing Management
Q & A w/ Rationales
2024
, 1. A company that sells organic cosmetics wants to expand
its market share by launching a new product line. The
company has conducted a market research and identified
four segments of potential customers based on their needs,
preferences and lifestyles. Which of the following is the
best way for the company to select a target market for its
new product line?
a) Choose the segment that has the highest income and
spending power.
b) Choose the segment that has the lowest competition and
entry barriers.
c) Choose the segment that is most aligned with the
company's mission and values.
d) Choose the segment that is most responsive and
profitable to the company's marketing efforts.*
Rationale: The best way to select a target market is to
evaluate the attractiveness of each segment based on its
size, growth, profitability, accessibility and responsiveness
to the company's marketing efforts. Option d) reflects this
criterion, while the other options are either too narrow or
too broad.
2. A company that produces sports equipment has
developed a new type of running shoe that uses advanced
technology to enhance performance and comfort. The
company wants to position its new product as a premium
and innovative offering in the market. Which of the
following is the most appropriate pricing strategy for the
company to adopt?
