The principle of segmentation is that different groups or clusters of consumers (referred to as segments) have similar tastes or needs or preferences within the group, but different tastes or preferences or needs across the groups. So marketers are able to cater to those different preferences by modifying their offerings (for products, think hatchbacks versus sedans; for services, think business class versus economy). The modifications may occur at any point in the marketing mix. In some cases just some aspects of the mix are modified, in other cases, all or most of the mix is adjusted. Your goal when reading the passage below is to imagine that you are a marketing manager at Toyota, and you must consider the implications of having two distinct groups of customers that you must cater to (Toyota folded the Scion brand several years, so for this exercise you should imagine that Scion is still an automobile marque on the market). When Toyota Motor Corp. introduced its Scion brand nearly in the early 2000s, its goal was to attract a certain buyer it felt wasn't being addressed by its unexciting Camry and Corollas-namely the hip, tech-savvy and young. Appealing to young buyers means auto makers are designing and marketing to the "millennial generation"that large group of consumers in their 20s and 30s whose size is second only to the baby boomers who have until now have made up the largest auto market segment. Millennials are about 12-14% of the market, whereas baby boomers are about 40%. One reason auto makers have developed youthful brands and products is to connect with young adults in the hope of keeping their loyalty as they age and later buy more expensive vehicles. For that reason, Toyota introduced lower-priced cars like the Scion XB. However, Scion's line of funky-looking (i.e., "stylish") small cars is attracting not just younger buyers but also older buyers like Leslie Olsen, a 65-year-old retired university director from Golden, Colo., who said this about the Scion XB: "It didn't look like a typical 'old person' car. It looks young." Such unexpected interest from older customers as well as the intended younger buyers has led to the use of a twotrack approach' to promoting the car. Briefly describe the implications of a "two track approach" for the Scion marketing mix. That is, given Toyota's desire to reach both segments (the baby boomers and the millennials), what sort of differences are there likely to be in the 4Ps for each segment ("track")? Obviously, some of the elements are more easily modified than others. But, every element can be adjusted, so please take the time to think carefully and creatively about how even the more challenging aspects can be tailored to the specific segments. Note: Credit will be given for well-organized answers.

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For Toyotas Scion brand adopting a twotrack approach to cater to both baby boomers and millennials requires careful consideration of the marketing mix ... View the full answer