Read chapter $11$ opening case Real Time Cases $($Pages $385-386)$ and answer the following questions:

What is market segmentation? What are the several ways markets can be segmented?

What is a target market? Why is it important to pick a target market for new firms? What is the target market for Real Time Cases?

What is meant by creating $$buzz$$ for a company? How did Nest Labs create $$buzz$$ for the company?

Define cost$-$based and value$-$based pricing and explain the difference between the two methods.

What is $$price quality attribution$$ and explain how it helps an entrepreneur to price his$/$her product?

What is guerilla marketing? Briefly explain Real Time Cases$$ four pronged$-$approach.

How does Real Time Cases market and promote its business?

What is the purpose$/$importance of using social media $($e$.$g$.,$ Twitter, Facebook, online blogs, etc.$)$ for an entrepreneurial firm?

Contrast the advantages of selling direct versus the advantages of selling through an intermediary.

Read Case $11\mathrm{.}1-$Nest Labs $($pages $415-419)$ and answer the following questions about the case:

In a short paragraph, describe Nest Labs$$ brand. In what ways Nest Labs practice brand management?

What is Nest Labs marketing mix $(4$Ps$)?$ Briefly describe each P for Nest Labs.

What is meant by a firm$$s positioning strategy? How has Nest Labs positioned itself in the market.

Of the challenges facing Nest Labs, which one do you think is the most threating? Why do you think so$?$

Read Case $11\mathrm{.}2-$Proactiv $($pages $419-422)$ and answer its $4$ Discussion Questions on page $422.$

$11-36.$ How has Proactiv gone about establishing its brand? To what degree do you believe Proactiv is important in its customers$$ lives?

$11-37.$ Discuss the things that Rodan and Fields learned, prior to meeting Guthy$-$Renker that persuaded them that infomercials were the best way to sell Proactiv. If Proactiv hadn$$t developed infomercials in partnership with Guthy$-$Renker, do you think Proactiv would be in existence today? Why were infomercials a better choice than print or media advertising for Proactiv when the company was first being introduced?

$11-38.$ Describe Proactiv$$s positioning strategy. To what extent did the three critical marketing decisions discussed in the case shape the evolution of Proactiv$$s positioning strategy?

$11-39.$ What is the difference between Proactiv$$s core product and its actual product? Describe its actual product and your assessment of whether the actual product provides an attractive mix of characteristics.