1. Evaluate the value and utility afforded by Philip Kotler's Segment-by-Segment Invasion Plan as a tool for mapping current and future market segment pursuits. Provide support for your rationale.

2. Assess the importance of a Perceptual Map for current and potential product offerings in the marketplace. Suggest one (1) way in which this instrument can be used by marketers to affect better product positioning outcomes within the health care industry.

"Product Ladder and Hierarchy of Needs"

3. Assess the importance of the Ries and Trout's Product Ladder as a target marketing device within the health care industry. Provide a rationale for your response.

4. Assess the level of necessity for health care marketers to possess an effective understand of human motivation in order to better understand their customers. Provide at least two (2) specific examples of the use of human motivation within a health care organization.