"Targeting Segments and Brand Positioning Statements" Please respond to the following:

These are small discussion questions. Only 6 sentences needed per questions. Use video link below to answer. 

http://www.cengage.com/marketing/book_content/9781133190608_iacobucci/videos/ch04.html

Discussion Questions:

•From the video, break down the segmentation variables used for Baby Boomers versus Gen Nester. Compare the major differences and recommend one (1) new and unique variable for each segment. Provide a rationale for your response.

•Imagine that you are a direct competitor of Twitter and your company’s name is Bitter. Create a brand positioning statement that addresses the benefits of why customers should use your company instead of Twitter. Provide a rationale for your response.

•Propose two ways that a company can gain a competitive advantage over other companies when striving to recruit job applicants. Determine whether technology has assisted or hindered the process. 

•Imagine you are head of the HR department, and you have been asked to review two applicants for the sales clerk position at your company. Alice, the first applicant has 10 years of experience in sales work, but can be easily distracted. She will not work on commission and cannot work weekends. She can be a little obstinate, but has an excellent job history. Mary, the second applicant, has one year experience, but very congenial and loves working with people. Her work schedule is very flexible, but she can become a little stressed at times and has been known for having to quietly leave and regroup for a short time. Determine which candidate would be the “right fit”. Support your decision by describing the thought process that lead up to your decision.