1. Please reference the other-oriented, environment-

oriented, and self-oriented values in the text. Choose

a few of these values and explain how they are rel-

evant to Beats by Dre and Beats Music?

1. Refer to the generation groups and social classes in Chapter 4 and the ethnic subcultures in Chapter 5. With all of these concepts in mind, describe an ideal target market segment for Beats Music?
2. Refer to Table 5-2 in Chapter S, entitled, "African-

American Segments Identified by Yankelovich."

Imagine that Beats has decided to target African

Americans. Which of these segments would be the

best target market for Beats? Explain your answer.

4. Refer to the three categories of innovation in

Chapter 7. Which category of innovation do the

following products belong? Justify your answer.

1. Beats headphones
2. Beats Music

5. Think in terms of family decision making from Chapter 6. What members of the household are likely to play each of the following roles in the purchase decision for Beats Music or Beats headphones?

1. Initiators
2. Information gatherers
3. Influencers
4. Decision makers
5. Purchasers
6. Users

6. Reference the section of Chapter 7 on reference group influence.

1. Are Beats headphones a necessity or non-necessity?
2. Are Beats headphones visible or private?
3. Given your answers for (a) and (b), how has Beats by Dre capitalized on this in the past?
4. Do you feel reference group influence will play an important role in the success of Beats? Explain your answer.

7. Review the section of Chapter 7 on marketing strat- egy. WOM, and opinion leadership. Which strategy or strategies of those listed has Beats by Dre used to become so popular in its market?