If a market segment looks attractive, and serving that segment fits our corporate abilities, then we should _______.

The appropriate course of action when a market segment appears attractive and aligns with organizational capabilities is to actively pursue that segment, hence "Go for it!" When a market segment is identified as promising, it typically means there is demand, potential profitability, and a fit with the company's strengths and resources.

By choosing to engage with this segment, a company can leverage its capabilities to develop tailored marketing strategies, products, or services that cater specifically to the needs and desires of that target audience. This proactive approach allows the business to capture market share, build customer relationships, and potentially increase its competitive advantage.

In contrast, leaving the segment for competitors indicates a missed opportunity, which could allow others to dominate the market. Reducing investment does not align with the potential gains from a promising segment and would likely hinder growth. While further research can be beneficial in some contexts, if the segment already meets the criteria of attractiveness and alignment with capabilities, action is often more critical to capitalize on the opportunity promptly.