ABSTRACT
For complimentary material, see Axcess Capon Codes at www.axcessvids.com
LEARNING OUTCOMES
When you have completed this chapter, you will be able to:
• Articulate the purpose and functions of market and market segment strategies. • Provide direction to the firm and/or business unit. • Know how to achieve differential advantage. • Guide effective allocation of scarce resources. • Achieve cross-functional integration. • Lay out the elements of a market segment strategy. • Select strategic focus and design positioning statements. • Identify effective and ineffective market and market segment strategies. • Develop and manage market strategies targeted at multiple marketsegments.
