Discussion:
1. What are the differences between primary and secondary research methods?
How would you use each in developing a new product?
Give some key advantages and limitations for each approach
2. What marketing segmentation criteria could be used to find a person like yourself from a purchased list of names?
Assume an ad agency is preparing a marketing campaign for an auto company that is bring out a new car.
What kind of marketing mix and branding message would be needed to attract you to their new car?
What value statement would they have to use to get you interested? Explain why.