1. Is targeting ever bad?
2. Consider some of the consumer behavior topics for business-to-consumer (B-to-C) marketing from Chapter 6. How might you apply them to business-to-business (B-to-B) settings? For example, how might noncompensatory models of choice work? Mental accounting? Others
3. think of three product categories that you purchase. In each, how is the market commonly segmented and to which segment do you feel you belong? How would marketing be more or less effective for you depending on the segment? How would you contrast demographic and behavioral segment schemes? Which one(s) do you think would be most effective for marketers trying to sell to you?
4. Emotional branding is becoming an important way to connect with customers and create differentiation from competitors. How can companies create emotional branding to position their brands? What are some examples of companies (other than from the textbook) that have been successful in emotional branding? Are there brands you buy because of emotional branding where you and those brands have connected?
Simulation discussion
5. what are the two most important things you learned in the simulation?