Please Help me with this assignment

Please respond to one of the two questions below. Your response should include a relevant source to support your thoughts/ideas/critics/recommendations/suggestion 1. Go to page 156 in your textbook. Taco Bell is discussed at the beginning of Chapter 6. How and why is the case relevant to the concepts and terms discussed in the chapter? Please include relevant content that you learned from Chapter 6 in your post Consumer Markets and Consumer Buying Behavior -" ears "594-794-994" pricing structure. With slogans such as "The Cure for the Common Meal," "Make a Run for the Border," and "Think Outside the Bun." Taco Bell firmly established its affordable Mexican-inspired fare as a unique "more-for- your-money" alternative to the most sought-after burgers and fries offered by dom- inant McDonald's and other fast-food competitors. Taco Bell grew rapidly into a $6-billion-a-year international brand. Today, it is the sixth largest fast-food chain in the United States and ninth largest in the world. It has not been easy to maintain its position as one of the most popular fast-food chains. Taco Bell has to reinvent itself, changing to meet the ever-changing wants of its customers. In fact, Fast Company magazine named Taco Bell as one of the most innovative companies. In the 2000s, many people were no longer looking for cheap fast food. Americans were looking for fresher, better tasting, healthier eating options, and more contemporary fast-casual atmospheres. So, in early 2012, Taco Bell shifted its positioning from "food as fuel" to "food as experience and lifestyle." It launched a new, innovative lifestyle marketing campaign called "Live Mas" ("mas" is Spanish for "more"). Backed by a $280 million annual budget, the "Live Mas" slogan is designed as a lifestyle rallying cry for Taco Bell's target customers, young adults, who consume a disproportionate share of fast and fast-casual food. Taco Bell's aspirational "Live Mas" message crafted to inspire millenni- als to try new things and to live life to the fullest. The first "Live Mas" ad, called "Pockets," showed a hip of a 20-something man coming into a dim apartment as dawn breaks. He empties his pockets onto a table as he thinks back over the night he's had. Along with the standard wallet, keys, and smartphone, he tosses out a concert ticket stub, a matchbook from a 24-hour psychic, a pair of Kanji dice, and a strip of photo booth images of himself with a young woman. The last item he pulls ones a blister pack of Taco Bell Fire Sauce, adorned with the new Live Mas logo and the mes sage, "You have chosen wisely." It's this last item that brings a smile to his face. To better engage targeted millennials, Taco Bell now reaches them where they hang out-online, digital, and mobile. Befitting the millennial lifestyle, a significant portion of the "Live Mas" promotion budget goes to social media, digital tools, and other nontraditional channels. Beyond the usual Facebook, Twitter, and Pinterest, Taco Bell uses social media such as Vine, Pheed, and Snapchat for buzz-building announcements, limited-time pro- motions, and sneak peeks at new products. The revitalized chain watches and participates in online brand conversations with its "Fish-bowi"--Taco Bell's own command center for monitoring social media and generating digital dialogue. For example, the brand achieved 2 billion social media impressions for Cool Ranch Doritos Locos Tacos alone before the product even launched. Taco Bell was right on track with "Live Mas" and the new lifestyle positioning. The year following the introduction of the campaign, sales soared 8 percent, more than twice the gain of industry leader McDonald's. Ad industry magazine Advertising Age named Taco Bell its Marketer of the Year, for going "into innovation overdrive, chumning out a string of hot new products, game-changing menus, and an aggressive mix of traditional, social, and digital media that's hitting the mark with Millennials." Further, as YouTube grew in popu- larity, Taco Bell developed Taco Tales, a series of humorous tales of Taco Bell's employees and customers. Some of these tales have been viewed over a million times. Some of the menu changes Taco Bell has made include the addition of Nacho Fries, which has been its most successful product launch in history. It plays on the popularity of food mashups, mixing popular foods into one (e.g., french fries and nachos). Other mashups include ham- burgers served on donuts, burgerizza (hamburger between pizza slices), and glazed donut ple. Another mashup Taco Bell introduced was a chicken nacho, that is, chicken coated in cheese and fried In addition to the menu changes, Taco Bell has also made other changes based on the changes in consumer behavior. It began a process of replacing additives and artificial preservatives with natural ingredients and added a delivery service. As millennials have moved to cities so has Taco Bell. It plans to open 300-350 cantina-style locations in the next four years. Most of these will be in cities, where people will walk to the location rather than drive. Thus, they will not have drive-through windows. This is a major change as the drive-through window accounts for more than half of Taco Bell's revenue in suburban loca- tions. The elimination of this feature was a bold move, but it shows an understanding of the urban consumer and the growth of this market. Taco Bell also knows that someone walking to the restaurant is likely to dine-in, and thus the addition of beer and wine can make the experience more enjoyable. They have also added a selection of frozen alcoholic drinks called "Twisted Freezes." For those who don't want to leave their apartment, Taco Bell has partnered with DoorDash delivery service. And for those who are hungry on their way home from a night out, Taco Bell partnered with Lyft to provide a free stop at a Taco Bell for those riding between 9 P.M. and 2 AM Taco Bell provides an example of how a company changes to keep up with changes and anticipated changes in consumer behavior . Understanding consumer behavior is an essential component of effective marketing. 2