1. Apparently there are two market segments of consumers for many product forms of athletic shoes: those who use the shoes to engage in the designated athletic activity and those who use the shoes primarily for casual wear and seldom engage in the athletic activity.

a. Discuss the differences between these two segments in means–end chains, especially end goals, needs, and values for running, basketball, aerobics, or tennis shoes.

b. Draw means–end chains to illustrate your ideas about how these two segments differ.

c. What types of special difficulties does a marketer face in promoting its products to two market segments of consumers who use the product in very different ways?