Segmenting and Targeting Markets. 1. You are the marketing manager for a specialty retailer that sells customized handbags. Write a memo to your boss describing how the company could benefit from implementing a CRM system and some ideas for collecting data from customers in an innovative way.
2. Choose a product category (e.g., blue jeans) and identify at least three different brands and their respective positioning strategies. How is each position communicated to the target audience?
3. Mercedes is thinking about advertising its cars to college students. Do you think that college students are a viable potential market for Mercedes? Why or why not?