Although a market segment can meet all criteria for viability, a firm may choose to not pursue the segment. Which of the following is a reason why this might occur?
a.
A competitor has already targeted the segment.
b.
Targeting the segment could lead to antitrust concerns.
c.
The segment has no synergy with the firm's mission.
d.
The segment is difficult to reach via communication and/or distribution.
e.
The segment's members are not easily identifiable.
Answer: c.
The segment has no synergy with the firm's mission.