1. Many consumers and consumer advocates are critical of individualized segmentation approaches due to privacy concerns. They argue that technology had made it far too easy to track buyer behaviour and personal information. Marketers argue back that individualized segmentation can lead to privacy abuses, but the benefits to both consumers and marketers far outweigh the risks. a. Where do you stand on this issue? b. What are the benefits and risks associated with individualized segmentation?

2. You have been asked to develop a marketing plan for the local chapter of Mothers Against Drunk Driving. The goal is to develop a specific marketing message designed to educate young people about the dangers and consequences of driving while intoxicated. a. How would you position MADD? Which of the 4Ps would you emphasize and why? b. Who would you identify as your target market(s)? c. What aspect of the target market needs (stated, real, unstated, delight, and secret) would you emphasize and why? d. How would you develop a relationship with your target market?