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?

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Definitions:

Reservoir

Location in a biogeochemical cycle where a chemical or resource is stored for long periods of time and is typically unavailable to living organisms.

Biotic Factor

Any living component that affects another organism or shapes the ecosystem, including animals, plants, and microorganisms.

Ecosystem

An ecosystem is a community of living organisms in conjunction with the nonliving components of their environment, interacting as a system through nutrient cycles and energy flows.

Detrital Food Web

Complex pattern of interlocking and crisscrossing food chains, beginning with detritus.