Question: 1. How does BMW segment its consumers? Why does this work for BMW? 2. What does BMW do well to market to each segment group?

1. How does BMW segment its consumers? Why does this work for BMW?

2. What does BMW do well to market to each segment group? Where could it improve its marketing strategy?

3. Should BMW ever change its tagline, "The Ultimate Driving Machine"? Why or why not?

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