Essay answers

1. Abraham Maslow sought to explain why people are driven by particular needs at particular times. How does Maslow’s theory help marketers? How might you use Maslow’s hierarchy of needs in marketing cell phones in the U.S. versus Haiti (before the earthquake)? Please develop a marketing research project to gather the data.

2. You are in charge of all marketing activities in North America for the Italian luxury sports car manufacturer Maserati. Maserati has just introduced a new model that will be competing directly against well-known luxury sports cars such as Porsche, Ferrari, Jaguar, and BMW. How would you position the new Maserati model? How would you establish and support this positioning strategy? 

Note: Although Maserati equals competitors' performance and design, it is a small company and has less money than competitors for promotion.

3. A clock and watch manufacturer realizes that she is operating in the market for machines that measure time. How should this market be segmented? Identify the key segmentation variables that are relevant for this market.