1. A clock and watch manufacturer realizes that she is operating in the market for machines that measure time. How should this market be segmented? Identify the key segmentation variables that are relevant for this market.
2. Abraham Maslow sought to explain why people are driven by particular needs at particular times. How does Maslow's theory help marketers? How might you use Maslow's hierarchy of needs in marketing cell phones in the U.S. versus Haiti (before the earthquake)? Please develop a marketing research project to gather the data.
3. A large international rental car company decides to develop a customer retention program. The program's goal is to motivate its heavy users to continue being loyal to the company by offering them appropriate incentives. Create a marketing research plan to help the company design the retention program. Specifically, you need to identify:
1. Why this program is important.
2. The type of information the company needs to design the retention program.
3. Where to get this information.