1) Choose one of your favorite companies or brands. What are some "bases" that they use to segment the market for their product(s) [that make sense to you given the product benefits and product category]? Define the specific market segment that the brand is currently focusing on.
2) Watch the first 11 minutes of the video at this link (http://www.ted.com/talks/rory_sutherland_life_lessons_from_an_ad_man).
"Positioning" (one of the core concepts in marketing, especially in advertising) is about persuading people to perceive a brand in a certain manner (and very often, relative to competition). Repositioning is about persuading consumers to change their perception about a brand.
Do you agree with the idea that advertising alone can create changes in perception (and hence position)? Can you think of examples from personal experience where this has (and has not) happened (i.e. persuasion via advertising alone)? Please include details and explanations in your responses.