Critical Thinking One of the criteria for a usable mar- ket segment is its size. This chapter suggested that to be usable, a segment must be large enough to be profitable now and in the future and that some small segments get ignored because they can never be profitable. So how large should a segment be? How do you think a firm should go about determining if a segment is profitable? Have technological advances made it possible for smaller segments to be profit- able? Do firms ever have a moral or ethical obliga- tion to develop products for small, unprofitable seg- ments? When?
Critical Thinking One of the criteria for a usable mar- ket segment is its size. This chapter suggested that to be usable, a segment must be large enough to be profitable now and in the future and that some small segments get ignored because they can never be profitable. So how large should a segment be? How do you think a firm should go about determining if a segment is profitable? Have technological advances made it possible for smaller segments to be profit- able? Do firms ever have a moral or ethical obliga- tion to develop products for small, unprofitable seg- ments? When?
Principles Of Marketing
17th Edition
ISBN:9780134492513
Author:Kotler, Philip, Armstrong, Gary (gary M.)
Publisher:Kotler, Philip, Armstrong, Gary (gary M.)
Chapter1: Marketing: Creating Customer Value And Engagement
Section: Chapter Questions
Problem 1.1DQ
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Question
![Critical Thinking One of the criteria for a usable mar-
ket segment is its size. This chapter suggested that](/v2/_next/image?url=https%3A%2F%2Fcontent.bartleby.com%2Fqna-images%2Fquestion%2F31c180bf-2d7c-43af-8961-2c78af6c5071%2F9e01ed1d-3539-433d-a22f-225cbd9ea3ec%2Fnei3iq_processed.png&w=3840&q=75)
Transcribed Image Text:Critical Thinking One of the criteria for a usable mar-
ket segment is its size. This chapter suggested that
![to be usable, a segment must be large enough to be
profitable now and in the future and that some small
segments get ignored because they can never be
profitable. So how large should a segment be? How
do you think a firm should go about determining if a
segment is profitable? Have technological advances
made it possible for smaller segments to be profit-
able? Do firms ever have a moral or ethical obliga-
tion to develop products for small, unprofitable seg-
ments? When?](/v2/_next/image?url=https%3A%2F%2Fcontent.bartleby.com%2Fqna-images%2Fquestion%2F31c180bf-2d7c-43af-8961-2c78af6c5071%2F9e01ed1d-3539-433d-a22f-225cbd9ea3ec%2F4aln7b3_processed.png&w=3840&q=75)
Transcribed Image Text:to be usable, a segment must be large enough to be
profitable now and in the future and that some small
segments get ignored because they can never be
profitable. So how large should a segment be? How
do you think a firm should go about determining if a
segment is profitable? Have technological advances
made it possible for smaller segments to be profit-
able? Do firms ever have a moral or ethical obliga-
tion to develop products for small, unprofitable seg-
ments? When?
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