1. Markets can be segmented at four levels. In a short essay, describe each level and explain the benefits associated with segmenting the market at each of the four levels.
2. What are some of the different roles played by different brands in a brand portfolio? Give an example of each.
3. What are PODs and POPs? Give examples of each.
4. Define and Discuss the Demographic segmentation of Sears's (classified as one of the three discount retailers) market.
5. Imagine you are a salesperson for a fruit wholesale company that sells fresh fruit to buyers in different buying situations. In a short essay, develop three scenarios that illustrate each of the three situations.