Part A- 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? Respond to at least two of your classmates' postings.
Part B- 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. Respond to at least two of your classmates' posting.