How does BMW segment its consumers? Why does this work for BMW?

What were the risks and benefits of HSBC’s positioning itself as the “World’s Local Bank”?

Should BMW ever change its tagline, “The Ultimate Driving Machine”? Why or why not?

Have “Ecomagination” and “Healthymagination” successfully communicated GE’s focus on its newer endeavors? Why or why not?

Discuss GE’s B-to-B marketing strategy. Why has the company been so successful over the years at targeting such a large business audience?

Evaluate Accenture’s history of branding campaigns. What remains consistent throughout?

How does Accenture target its B-to-B audience so effectively?

IKEA has essentially changed the way people shop for furniture. Discuss the pros and cons of this strategy, especially as the company plans to continue to expand in places like Asia and India.

What are the risks and benefits of expanding the Disney brand in new ways, such as video games or superheroes?

What are some of the things IKEA is doing well to reach consumers in different markets? What else could it be doing?

What does Disney do best to connect with its core consumers?

In what ways might the viral nature of a given topic be important to marketers in assessing the importance of a given problem?

What decision barriers must marketers overcome if consumers are aware of the Diderot effect?

Choose two phases of the household life cycle and describe how one of the mechanisms might be involved in triggering a need for home remodeling.