Read the attached case and answer ALL 6 discussion questions at the end of the case thoroughly in sentence or bullet point format.

Nissin identified a sizeable market segment consisting of consumers who are dog lovers and who consider their pets to be part of their families. As such, they oftea consider their canine family members in the consumer decivionmaking proceik, even when it comes to Large purchases, such as vehicles. Nissan ased market research from The Kennel Club that survcyed aver 1,300 dog owners. The study showed the followine about dog owners: - 99.9 percent consider their pet as part of the family - 90.5 peroent talae their dos(s) on car trips lasting 10+ minutes - 88.7 percent take their dog(s) in the car at least ence a weck. - 88.9 percent consider doefriendly features when baying a car. Aconding to Brisn Moody, the exccutive tditor at Autotrader: Car shoppers need to take every aspect of their lifestyle into account when searching for their perfect ride. Dogs have their own unique needs on the road, just like humans, so take those into account if you find yoerself chauffeuring yoer jop oftet Some dealenhips atlow dogs on test drives, so don be afraid to adk if you can take your pet alone to see how eary it is for your dog to get in and oet of the vehicle and ride safely In response, Nissan recently introduced its concept car, the Niskan X Trail 4Dogk specifcally to cater to the aceds and wants of this niche group. According to Ayan Gains, Chiet Marketing Manager of XTralt I's clear from the research that for dog ownens, doge are a koy part of the family, Ennuring their petis noods are catered for is often jest as importaat as makiag sure the chaldren are comfortable and happy. The Nissaa XJTrail is a car that's builk for family adventures, and the X-Trail 4Dogs conocpt takes that to the net level. Many consumers drive their dogs to parks. hiking trails, or just anodnd town on etrands. The Nissan X-Irail aDogs has mary features, as shown below, making it the perfect vehicle for ownen to take their does alone. with added safety and consort darine transit. Dog lovers were thrilled with the idea when Nissan reicased the concept. However, it was still yet to po into producticn as of 2018 . Nissan did, howevec incorporate several of the features from the X-Trail 4Dogs concept into an optional exponsion kit for the existing XTrail SUV, called the Paw Pack. This kit conts less than $1.000 and inclodes features such as the ramp. dog bed, and nospill water bowt. Instead of the padded levther, there is a plastic liner insert to avoid spills and messes. The twoway cumerak. automated treat dispenser, and shower with blow dryer did not make it from the concept car fo the Paw Pack, but doe oaners ate taill bopeful the XTrail 4Doys model will be produced in the fature. A recent study by the American Pet Products Association (NPPA) showed that 8.6 million bouseholds in the United Stater kave pets, with 48 percent of houscholds having at least one dog. Table A provides demographic information regarding who owns what types of pets. This survey is the first to reveal that Millennials (or Gen Yers) have overtaken Baby Boomers in pet ownership. Source: The 2017-2018 APPA National Pet Owners Survey. Table B provides information regarding specific behaviors and attitudes of dog cwners. Discussion Questions 1. CS Chapter 14 discusses the nature of problem recognition. Imagine you are a marketing manager for Nissan X-Trail 4Dogs and designing a marketing strategy to stimulate problem recognition: a. Would you focus on the actual state or the desired state? Why? b. Describe a sample advertisement or promotional communication that you might use in a campaign based on your answer for part a. 2. Chapter 14 also discusses different approaches for discovering consumer problems. Which of these approaches do you think Nissan used when creating the concept for the X-Trail 4Dogs? Justify your response. 3. Chapter 15 discusses marketing strategies based on information patterns. Which strategy would you recommend that marketers of the Nissan X-Trail 4Dogs use? 4. Chapter 16 discusses different types of consumer choice processes. Which choice process would the consumer likely use when making a car purchasing decision? 5. Chapter 6 discusses family decision making and the household life cycle. Many dog owners consider their dog or dogs to be part of their family and consider them when making purchases. Which of the family purchase roles could a dog play in the decision-making process for a family vehicle? 6. Using the information you learned from the textbook and this case, describe some demographics and psychographics of a consumer that you feel would be a member of the ideal target market for the Nissan X-Trail 4Dogs. Nissin identified a sizeable market segment consisting of consumers who are dog lovers and who consider their pets to be part of their families. As such, they oftea consider their canine family members in the consumer decivionmaking proceik, even when it comes to Large purchases, such as vehicles. Nissan ased market research from The Kennel Club that survcyed aver 1,300 dog owners. The study showed the followine about dog owners: - 99.9 percent consider their pet as part of the family - 90.5 peroent talae their dos(s) on car trips lasting 10+ minutes - 88.7 percent take their dog(s) in the car at least ence a weck. - 88.9 percent consider doefriendly features when baying a car. Aconding to Brisn Moody, the exccutive tditor at Autotrader: Car shoppers need to take every aspect of their lifestyle into account when searching for their perfect ride. Dogs have their own unique needs on the road, just like humans, so take those into account if you find yoerself chauffeuring yoer jop oftet Some dealenhips atlow dogs on test drives, so don be afraid to adk if you can take your pet alone to see how eary it is for your dog to get in and oet of the vehicle and ride safely In response, Nissan recently introduced its concept car, the Niskan X Trail 4Dogk specifcally to cater to the aceds and wants of this niche group. According to Ayan Gains, Chiet Marketing Manager of XTralt I's clear from the research that for dog ownens, doge are a koy part of the family, Ennuring their petis noods are catered for is often jest as importaat as makiag sure the chaldren are comfortable and happy. The Nissaa XJTrail is a car that's builk for family adventures, and the X-Trail 4Dogs conocpt takes that to the net level. Many consumers drive their dogs to parks. hiking trails, or just anodnd town on etrands. The Nissan X-Irail aDogs has mary features, as shown below, making it the perfect vehicle for ownen to take their does alone. with added safety and consort darine transit. Dog lovers were thrilled with the idea when Nissan reicased the concept. However, it was still yet to po into producticn as of 2018 . Nissan did, howevec incorporate several of the features from the X-Trail 4Dogs concept into an optional exponsion kit for the existing XTrail SUV, called the Paw Pack. This kit conts less than $1.000 and inclodes features such as the ramp. dog bed, and nospill water bowt. Instead of the padded levther, there is a plastic liner insert to avoid spills and messes. The twoway cumerak. automated treat dispenser, and shower with blow dryer did not make it from the concept car fo the Paw Pack, but doe oaners ate taill bopeful the XTrail 4Doys model will be produced in the fature. A recent study by the American Pet Products Association (NPPA) showed that 8.6 million bouseholds in the United Stater kave pets, with 48 percent of houscholds having at least one dog. Table A provides demographic information regarding who owns what types of pets. This survey is the first to reveal that Millennials (or Gen Yers) have overtaken Baby Boomers in pet ownership. Source: The 2017-2018 APPA National Pet Owners Survey. Table B provides information regarding specific behaviors and attitudes of dog cwners. Discussion Questions 1. CS Chapter 14 discusses the nature of problem recognition. Imagine you are a marketing manager for Nissan X-Trail 4Dogs and designing a marketing strategy to stimulate problem recognition: a. Would you focus on the actual state or the desired state? Why? b. Describe a sample advertisement or promotional communication that you might use in a campaign based on your answer for part a. 2. Chapter 14 also discusses different approaches for discovering consumer problems. Which of these approaches do you think Nissan used when creating the concept for the X-Trail 4Dogs? Justify your response. 3. Chapter 15 discusses marketing strategies based on information patterns. Which strategy would you recommend that marketers of the Nissan X-Trail 4Dogs use? 4. Chapter 16 discusses different types of consumer choice processes. Which choice process would the consumer likely use when making a car purchasing decision? 5. Chapter 6 discusses family decision making and the household life cycle. Many dog owners consider their dog or dogs to be part of their family and consider them when making purchases. Which of the family purchase roles could a dog play in the decision-making process for a family vehicle? 6. Using the information you learned from the textbook and this case, describe some demographics and psychographics of a consumer that you feel would be a member of the ideal target market for the Nissan X-Trail 4Dogs