Using the approach to product-market definition and analysis discussed in the chapter, select a brand and describe the generic, product-type and brand product-markets of which the brand is a part.
Answer to relevant QuestionsFor the brand you selected in Question 5, indicate the kinds of information needed for a complete product–market analysis. Also suggest sources for obtaining each type of information. Review the BMW Mini case in the GLOBAL APPLICATION “The BMW Mini.” Do you believe that BMW has built a robust niche or segment strategy, or is the car a fashion item with limited lasting appeal to car buyers, like other ...Suggest ways of obtaining the information needed to conduct a market segment analysis. Visit one of the websites discussed in Exhibit 4.3. Discuss how the website may be useful to a company in its CRM initiatives. Discuss the role of the cross-functional CRM team.
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