Estimate the total market potential for X product. (See Chapter 4)

For instance: Estimate the total market potential for books if 100 million people buy books each year, and the average book buyer buys three books a year, and the average price of a book is $20;

3. Provide three examples of those products or services in which: segmentation criteria are not necessary and three examples of where segmentation criteria are an absolute necessity (Chapter 8);

4. According to the Brand Asset Valuator (BAV Model) there are five key components of brand healththe five pillars.

Each pillar is derived from various measures that relate to different aspects of consumers brand perceptions and that together trace the progression of a brands development.

Differentiation

Energy

Relevance

Esteem

Knowledge

You will be assigned to choose the particular industry and name the Brands in this industry with:

1 a) greater degree of Differentiation than Relevance;

2 b) greater degree of Relevance than Differentiation that are in danger of becoming commodities;

3 c) more Esteem than Knowledge;

4 d) more Knowledge than Esteem.

See Chapter 9 from Marketing Management & Chapter 9 from Strategic Brand Management after K. Lane Keller, Slides #9.20-#9.29.