Assignment

Read Case 7-1 on page 239 of your book. Summarize the case and answer the discussion questions in 5 pages. Don't forget to use outside scholarly research to incorporate any up to date information that may help to validate your thoughts.

1. In a recent interview, a brand manager at Procter & Gamble noted, "Historically, we used to be focused on discovering the common hopes and dreams within a country, but now we're seeing that the real commonalities are in generations across geographic borders." What is the significance of this comment in terms of segmenting and targeting?

2. Identify the five basic segmentation strategies. Give an example of a company that has used each one.

3. Explain the difference between segmenting and targeting.

4. What is positioning? Identify the different positioning strategies presented in the chapter and give examples of companies or products that illustrate each.

5. What is global consumer culture positioning (GCCP)? What other strategic positioning choices do global marketers have?

Attachment:- what_is_positioning.rar