A manufacturer of hiking boots looks at data that indicate that their subsegment of the market called "serious hiker" is declining and is predicted to decline into the future.The firm decides to enter the "low-price" segment with its new items.This is an example of a firm's ________ to reach a new market.
A) down-market stretch
B) up-market stretch
C) two-way stretch
D) marketing research
E) capitalizing

Question

Quizplus · Accepted Answer

The firm is targeting a lower-priced segment, which is a down-market stretch strategy, as they are stretching downwards from their current subsegment of "serious hiker" to a lower-priced segment.

A Manufacturer of Hiking Boots Looks at Data That Indicate