Prototyping Assignment

Prototyping Assignment - Professor Brian Wansink 3....

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Professor Brian Wansink 3. Prototyping Assignment Once we have identified segments we want to target, a useful method for targeting these consumers is by prototyping or profiling ideal representatives of those segments. By vividly specifying the type of person in that segment, we can more effectively market to them. Whereas laddering enables us to understand why the product may be important to a particular person, prototyping gives us a better idea of who that person may be. The method is outlined on pages 18-25 in the article “The Customer Prototyping Technique: Its Validation and Application”, and examples of implementation are noted on pages 28-30. Part A – Positioning the Miata. For this you’ll have to read the Miata case. Use the prototyping technique (i.e., Table 1) to prototype a specific person who would be best suited for the Mazda Miata (this person will generally end up being representative of a specific target market segment). Based on your profile, which of the three positionings for the Miata would
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This note was uploaded on 09/23/2009 for the course AEM 3440 taught by Professor Wansink,b. during the Fall '07 term at Cornell.

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Prototyping Assignment - Professor Brian Wansink 3....

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