Case Study booklet from McGraw-Hill. The 8-page case is: Customer Experience as Segmentation Basis: The Luxury in Question. Also, read the article Welcome to the Experience Economy. Harvard Business Review, July-August 1998. B. Joseph Pine II and James H. Gilmore. Once you have read the case and the article, you will answer all the questions at the end of the case (I-VI).

I. What are the conventional bases of segmenting the target audience? What relevance do segmentation platforms like Demographic, Geographic, Psychographic and Behavioral (including VALS & PRIZM models) hold in the wake of increased competition, private label proliferation, rivalry from unorganized sector and e-tailing gaining traction?

II. How do you characterize the nature of competition (between the companies in an industry and also the intense rivalry from private labels/unorganized sector) and the efficacy of segmentation bases?

III. On what basis do you think the companies/in the industries featured in the Exhibit I of the case study across the product-price pyramid have segmented their markets, targeted their customers and positioned their products?