How do the attributes of occasion and loyalty affect behavioral segmentation?
1. Gordon’s Auto Repair Group is considering using the slogan, “We fix it the first time, every time.” Why might this slogan be a bad idea if Gordon wants to maximize postpurchase satisfaction? Create a better slogan for Gordon.
2. Describe how IBM, once a major manufacturer of computers and related products, changed its business model in response to new customer needs and how B2B marketing played a role.
3. When would a business use the RFP process? What is the advantage of using this process?
4. You have been asked to evaluate the economic potential of a new global market. What economic measures would you use? Explain each measure.
5. Why is a country’s infrastructure an important consideration to global marketers?
6. How can an individual’s self-concept affect a marketing strategy? Provide an example of a product that requires marketers to consider self-concept.
7. How do the attributes of occasion and loyalty affect behavioral segmentation?
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