1.What are the characteristics that segments must have to be useful?
2.Suppose you thought there were two consumer segments you wanted to target, a healthy life segment and a hedonist segment. How would you go about trying to target them with different messages or marketing mix offerings?
3.List three very different car brands or models. What do you think is the segment that each appeals to? How do the car manufacturers attempt to target the group of users? What tactics do they attempt to use to position the cars differently?
4.Think of an example where the users of a product are not the buyers themselves. What are the implications for targeting?
5.Case study Salmon campaign.