Kelvin Electronics is known for high-end and expensive electronics targeted to prestigious consumers. Last fall, Kelvin Electronics introduced a mid-priced line of audio products because it knew this would have great potential to appeal to a large consumer market. Kelvin assumed consumers would be pleased to have this more affordable option and decided not to market it separately but to let sales grow from existing customers. It was surprised when sales were minimal and ultimately, the company dropped the lower-priced products. When evaluating segment attractiveness, what aspect did Kelvin fail to consider?
A)repetitive
B)identifiable
C)reachable
D)substantial
E)reactive

Question

Quizplus · Accepted Answer

Kelvin Electronics failed to consider the "reachable" aspect of segment attractiveness. By not marketing the mid-priced line separately, they did not effectively reach potential customers who might be interested in a more affordable option, assuming existing high-end customers would drive sales.

Kelvin Electronics Is Known for High-End and Expensive Electronics Targeted