An Emerging High-Technology Firm Develops and Sells a Line of Electronic

question 71

Essay

An emerging high-technology firm develops and sells a line of electronic software products and services that enable businesses to engage in business-to-business communications and transactions with suppliers and customers. The firm's products and services are used by retailers such as Wal-Mart, manufacturers like Pillsbury, apparel firms like New Balance Athletic Shoes, and insurance firms and others. The firm needs your assistance in segmenting this vast potential market that includes most types of businesses.
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First, suggest possible bases of segmentation that the high-tech firm might use in isolating potential clusters or segments of customers. Next, provide a set of guidelines that the firm might follow in evaluating whether or not a particular base of segmentation provides an appropriate market and strategic fit for the firm.

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Definitions:

Objective And Task Method

A budgeting method in marketing where objectives are set first, and then the tasks needed to achieve these objectives are determined.

Center of Excellence Model

A dedicated team or entity that provides leadership, best practices, research, support, and training for a specific focus area or domain within an organization.

Silo Model

An organizational structure that segregates different departments or units, limiting communication and collaboration between them.