Understand how our strategic quadrants $($MO$+$SOV$)$ and category definition influence the size

of our primary target audience and our $5-$box positioning statement. In the example we

covered in class, why can$$t $$Day Inside$$ pursue a Retention$/$Steal Share strategy? $($You won$$t

need to remember the particulars of this example, of course. But you should be able to think

through similar problems.$)$

What is generally considered to be larger: the number of people whose beliefs the marketer

can change or the number of people whose behavior the marketer can change? $($think of the

funnel$/$positioning $5-$box statement$)$