Ups Case Video 2

SECTION 1

Question4

You are to watch Video 12:  Prince Segments on Evaluative Criteria.  You can view the video by going to the Online learning center at the course web site: http://www.mhhe.com/hawkins12e .

1) Prince has identified three distinct consumer segments, each with its own set of unique product needs. Describe how its marketing efforts differ across segments. What product attributes are different across the following segments?

a) Performance market segment

b) Recreation market segment

c) Junior market segment

2) What surrogate cues does Prince use in its advertising to influence consumers in choosing its racquets and apparel over other brands?

3) What specific elements of Prince's marketing strategy were designed to cope with consumers'  need for attribution? Explain.

4) Prince markets its EXO3 technology across its market segments? Explain how this technology is positioned as an important attribute for each of its three target segments. Is technology customized for each segment or is the message simply changed to fit each segment's needs?

Minimum 2 Substantial posts per week (together worth 25 points), each including:

    * 2 Paragraph, detailed answer to the question

    * Citations from sources other than lecture or text

    * Original material

    * Correct spelling and grammar

    * Posted on time

      Points will be deducted if the quality is lacking or the post does not discuss the topic provided. 

Question 5

You are to watch the Video 13: Best Buy:Using Customer Centricity to Connect with Consumers.  You can view the video by going to the Online learning center at the course web site: http://www.mhhe.com/hawkins12e .

1) The atmospherics in the "Jill" stores differ from that of other Best Buy stores.  How do these differences relate to gender differences in shopping behaviors and satisfaction?

2) What role does the Geek Squad play in Best Buys' customer centricity...