Reference no: EM133572971

Question 1. Kansas City-based Hallmark Cards, Inc., is the "personal expressions" industryleader, selling nearly half of all greeting cards purchased in America. Joyce C. Hall founded thecompany in 1910. Since that time, the company's creative staff has grown to more than 740 in-house artists, designers, stylists, photographers, writers and editors who design nearly 30,000products each year. It also has a very large marketing department which relies heavily on in-house marketing research as well as independent marketing research companies to develop andevaluate, not only ideas for its cards, but various segmentation bases.Discuss two possible segmentation variables that Hallmark could use to segment the market.Describe the different segments resulting from the segmentation. One segmentation must bebased on a behavioral variable .

Question 2. The following questions are based on the Case "Pricing the EpiPen" in the HBScoursepack. Mylan bought the EpiPen product line from Merck in 2007. Since that time, thecompany both invested in marketing to raise awareness for the drug and increased the price,lifting it from $100 to $600 per two pack in 2016.(1). Why were consumers angry about the EpiPen price increase described in the case? Explain itusing consumer behavior/psychology theories that you learn from this course (2 points; wordlimit: 150 words).(2). What should the CEO do to address the media firestorm? What principles should guide theCEO's action plan?

Question 3. 'Consumer Reports' publishes the results of a study on shampoos that providesstrong evidence that all shampoos are basically the same as far as the ability of cleaning the hairand scalp is concerned. After reading the report, what actions might you take if you are a highprice shampoo marketer?