- Pretend that Apple Computers just announced a new product, called the “MacDrone”. It’s an electric, quad-propeller drone that sells for $1,499. It’s perfectly integrated with iPhones, iPads, and the Apple Watch. Answer the following questions: (2 pages)
a. Create a persona that characterizes your target segment. Include the five most important segmentation characteristics (specific demographics, geographics, psychographics, and behavioristics) and explain why they are the most important for this persona/product fit.
b. Describe how you would evaluate this segment’s attractiveness for this specific product (don’t just give me the definition of segment attractiveness…walk through the process as it relates to this product & segment). Is this segment sufficiently attractive? Why or why not?
c. Which of the four targeting strategies (differentiated, concentrated, etc…) would you be most likely to recommend and why? - Review the four pricing orientations in the text. Which ONE orientation do you think Vessi is using most? Justify your response with evidence & course concepts. (1 page)
- Review the three factors that could influence Price Elasticity of Demand. Pick the one that would most impact Vessi’s customers. If none of them apply, explain why. (200 words)
- Review the pricing and promotion strategies in the text (Attached). (2 pages)
a. Describe a sales-oriented business goal.
b. Name three (real or hypothetical) pricing & promotion strategies that Vessi should use to achieve this goal.
c. Explain why each of the three strategies are the best for this particular product and business goal. - Review the four variables that might affect the diffusion of innovation (product adoption). Name the one that is most likely to impact consumer adoption of Vessi’s products. Describe how this is likely to impact product adoption, why it would impact this particular consumer, and what Vessi can do about it. (1 page)
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