The marketing manager for Audiotronics Software Compan
Question and Solution
The marketing manager for Audiotronics Software Company is seeking new market opportunities. He is focusing on the voi
62 % (688 Review)
The marketing manager for Audiotronics Software Company is seeking new market opportunities. He is focusing on the voice recognition market and has narrowed down to three segments: the Fearful Typists, the Power Users, and the Professional Specialists. The Fearful Typists donâ€™t know much about computersâ€”they just want a fast way to create e mail messages, letters, and simple reports without errors. They donâ€™t need a lot of special features. They want simple instructions and a program thatâ€™s easy to learn. The Power Users know a lot about computers, use them often, and want a voice recognition program with many special features. All computer programs seem easy to themâ€”so they arenâ€™t worried about learning to use the various features. The Professional Specialists have jobs that require a lot of writing. They donâ€™t know much about computers but are willing to learn. They want special features needed for their workâ€”but only if they arenâ€™t too hard to learn and use. The marketing manager prepared a table summarizing the importance of each of three key needs in the three segments (see table that follows). Audiotronicsâ€™ sales staff conducted interviews with seven potential customers who were asked to rate how important each of these three needs were in their work. The manager prepared a spreadsheet to help him cluster (aggregate) each person into one of the segmentsâ€”along with other similar people. Each personâ€™s ratings are entered in the spreadsheet, and the clustering procedure computes a similarity score that indicates how similar (a low score) or dissimilar (a high score) the person is to the typical person in each of the segments. The manager can then â€œaggregateâ€ potential customers into the segment that is most similar (that is, the one with the lowest similarity score). a. The ratings for a potential customer appear on the first spreadsheet. Into which segment would you aggregate this person? b. The responses for seven potential customers who were interviewed are listed in the following table. Enter the ratings for a customer in the spreadsheet and then write down the similarity score for each segment. Repeat the process for each customer. Based on your analysis, indicate the segment into which you would aggregate each customer. Indicate the size (number of customers) of each segment. c. In the interview, each potential customer was also asked what type of computer he or she would be using. The responses are shown in the table along with the ratings. Group the responses based on the customerâ€™s segment. If you were targeting the Fearful Typists segment, what type of computer would you focus on when developing your software? d. Based on your analysis, which customer would you say is least like any of the segments? Briefly explain the reason for your choice.
Your answer will be ready within 2-4 hrs. Meanwhile, check out other millions of Q&As and Solutions Manual we have in our catalog.
Get immediate access to 24/7 Homework Help, step-by-step solutions, instant homework answer to over 40 million Textbook solution and Q/A
Pay $7.00/month for Better Grades
Crazy for Study is a platform for the provision of academic help. It functions with the help of a team of ingenious subject matter experts and academic writers who provide textbook solutions to all your course-specific textbook problems, provide help with your assignments and solve all your academic queries in the minimum possible time.
Disclaimer: Crazy For Study provides academic assistance to students so that they can complete their college assignments and projects on time. We strictly do not deliver the reference papers. This is just to make you understand and used for the analysis and reference purposes only.