Assignment:
Digital Cameras
You are a marketing consultant. A large company who produces digital cameras seeks your opinion about either using guerrilla marketing or employing a young superstar male actor to promote their product. Discuss the reasons you believe either of the strategies would be more effective
Status Symbols
Status symbols are products we value because they show others how much money or prestige we have, such as Rolex watches or expensive sports cars. Do you believe that your peer group values status symbols? Why or why not? If yes, what are the products that you think are status symbols for consumers your age? Do you agree with the assertion in this chapter that a cell phone is a status symbol for many young people?.
Advertising Plan
Read the Scion's Quest to Crack Gen Y Case Study . Answer the discussion questions that follow:
1) Is Toyota wasting its time as it pays so much attention to age as a segmentation variable?Explain.
2) When you consider the characteristics of Gen Y, what do you see as some of the challenges that Scion faces in the future as the brand grows?
3) If Gen Yers indeed are "impervious to advertising," how can Scion continue to grow without reaching young people through traditional media outlets?
Global Marketing
Read the article, "Marketers focus more on global ‘tribes' than on nationalities". Recommend three additional products that could be marketed to tribes, and elaborate on which tribe you are referring to, and why that product could be marketed to them.