1704

Problem

Last December, Lisa Schmitt, vice president of marketing at Bock Machine Tool, identified four market segments her firm would attempt to penetrate this year. As this year comes to an end, Lisa would like to evaluate the firm’s performance in each of these segments. Of course, Lisa turns to you for assistance. First, what information would you seek from the firm’s marketing information system to perform the analysis? Second, how would you know whether the firm’s performance in a particular market segment was good or bad?

Step-by-step solution

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Step 1/1

By analyze and comparing the attributes of each segment with the industry and company’s own benchmarks one can evaluate company performance. This helps in deciding whether the firm is making or losing money in terms of segment.