Your First Task as a Product Manager at Dow Chemical

question 83

Essay

Your first task as a product manager at Dow Chemical is to evaluate the market segmentation strategy followed by your predecessor. For the past four years, this manager had been dividing the market on the basis of NAICS codes and developing a separate marketing strategy for each of 5 different NAICS industries. Describe the specific steps that you would follow in evaluating the existing segmentation plan. What factors might prompt you to seriously consider making a change in the existing segmentation approach?

---

Definitions:

Signal Received

In communication and signal processing, this refers to the successful reception of a transmitted message or signal by an intended receiver.

Sound Localization

The ability to determine the origin of a sound source in space.

Basilar Membrane

A critical structure in the cochlea of the inner ear, which plays a key role in the mechanotransduction of sound waves to neural signals.

Place Theory

A theory concerning the perception of sound that posits that different parts of the cochlea are activated by different frequencies.