As you learned in the exercises, the process of segmentation, targeting, and positioning is challenging and requires marketers to consider a wide range of variables. Only by accounting for variables such as age, interests, and use tendencies can marketers build marketing mixes that will make consumers want to buy. In the Resolution Video, you'll see that the marketing team is still struggling with the problem of segmentation. The team members have a clearer idea of what about CanGo attracts their various segments, but have yet to determine exactly how to target the huge Baby Boomer segment along with the Gen-X and Gen-Y segments. As you watch, notice what further steps they plan to take to distinguish characteristics of these segments and develop marketing messages appropriate to each. What advice would you give them on how to proceed?

Watch the Resolution Video to see how things turn out at CanGo. After you've seen how things turn out with this problem, proceed to the next page to examine another important crisis at CanGo.

 
 
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