Discussion:
"Targeting Segments and Brand Positioning Statements"
• Watch this video first:
https://www.cengage.com/marketing/book_content/9781133190608_iacobucci/videos/ch04.html
• From the e-Activity, break down the segmentation variables used for Baby Boomers versus Gen Nester. Compare the major differences and recommend one new and unique variable for each segment. Provide a rationale for your response.
• Imagine that you are a direct competitor of Twitter and your company's name is Bitter. Create a brand positioning statement that addresses the benefits of why customers should use your company instead of Twitter. Provide a rationale for your response.