Asked by abhinaya sapkota on Sep 28, 2024
Verified
A marketer who has decided to use the GE/McKinsey Portfolio Planning Grid will most likely assess segments based on ________ and ________.
A) strength of the firm; long-term market share
B) segment attractiveness; strength of the firm
C) product category; segment attractiveness
D) segment size; competitive advantages
GE/McKinsey Portfolio
A strategic tool used for managing a business's portfolio of products or business units, plotting them on a grid to decide where to invest or disinvest.
Segment Attractiveness
Segment attractiveness refers to the degree to which a specific market segment is considered desirable to enter or compete in, based on factors like size, growth potential, and profitability.
- Grasp the essential roles and processes involved in segmentation, targeting, and positioning (STP) in the context of marketing.
Verified Answer
MM
molebogeng mokalakeabout 14 hours ago
Final Answer :
B
Explanation :
The GE/McKinsey Portfolio Planning Grid assesses segments based on two factors: segment attractiveness and the strength of the firm. Segment attractiveness refers to the potential for growth and profitability in the market. The strength of the firm refers to the company's ability to compete in the market, including factors like brand awareness, financial resources, and technological capabilities. Therefore, option B is the correct answer.
Learning Objectives
- Grasp the essential roles and processes involved in segmentation, targeting, and positioning (STP) in the context of marketing.