Reference no: EM133151233

1. Why are Millennials important to a company like Apple or Campbell's Soup?

2. How have the lifestyles of Millennials influenced the use of social media and iPhones among older consumers?

3. Why would Coca-Cola advertise in magazines read by Millennials?

9. What forces shape market attractiveness for the iPad, and how should they be measured in order to develop an overall index of market attractiveness?

10. What criteria should be used in determining the segments that an insurance company should pursue for its automobile insurance policies?

11. How did market segmentation help James Hardie in its marketing strategy?

12. What would be a segment value proposition for the quality segment served by James Hardie (see Figure 5-16)? Why is it a crucial part of the segmentation process?

13. How would you develop a value proposition for a retail gasoline segment presented in Figure 5-18?

14. How does the marketing mix strategy differ for each of the three segments of the female investor services market presented in Figure 5-9?

15. How would you conduct a segment strategy "acid test" using the three storyboards presented in Figure 5-13? What are the advantages of applying the test?

16. How did DuPont create an effective multi-segment strategy for Kevlar?

17. What would be an adjacent-segment strategy in the toothpaste market (see Figure 5-5)?

18. Why would a business pursue an adjacent-segment strategy when several other segments are also attractive and offer good profit potential?

19. Why would a new business pursue a single-segment strategy?

20. Why is it often difficult for competitors to outperform a niche strategy as used by Pajamagram (pajamagram.com) or Vermont Teddy Bear (vermontteddybear.com)?