1. Define the concept of market segmentation. From your knowledge of the automobile industry, try to identify different segments of customers auto manufacturers attempt to reach.
2. Identify three types of purchases you've made that were based mostly upon a careful, rational thought process. Briefly explain the nature of your thought process for each process for purchase.
3. Identify a current example of specific positioning of a good or service in the marketplace. Then, identify an example of the competitive positioning of a good or service. How effective do you consider each of the strategies to be?
4. Consider the automobile industry or some other major industry you know something about, such as cosmetics. Among the brands, identify one that has a highly effective positioning strategy and one whose positioning strategy is poor. Discuss the rationals for your assessment.
5. Consumer involvement is influenced by the product, the situation, the communication received, and the person. Give two examples each of high- and low-involvement products, high- and low-involvement situations, and high- and low-involvement communications. Give an example of a case in which you are or were highly involved with a product and a specific acquaintance is not or was not highly involved. How does this affect information processing for the two of you?
6. Go through one or more popular magazine and carefully examine the print advertisements. Identify three examples of symbols used in the ads.