A marketer who has decided to use the GE/McKinsey Portfolio Planning Grid will most likely assess segments based on ________ and ________.
A) strength of the firm; long-term market share
B) segment attractiveness; strength of the firm
C) product category; segment attractiveness
D) segment size; competitive advantages

Question

Quizplus · Accepted Answer

The GE/McKinsey Portfolio Planning Grid assesses segments based on two factors: segment attractiveness and the strength of the firm. Segment attractiveness refers to the potential for growth and profitability in the market. The strength of the firm refers to the company's ability to compete in the market, including factors like brand awareness, financial resources, and technological capabilities. Therefore, option B is the correct answer.

A Marketer Who Has Decided to Use the GE/McKinsey Portfolio