Scion's Quest to Crack Gen Y

DQ. Why do people in different cultures buy different products? Discuss with your peers the types of vehicles you have seen in other countries. Why are they different, and how do they better meet buyers’ needs in those countries? What types of cars do you think should be sold in the United States today?

Case Study "Scion's Quest to Crack Gen Y" on pp. 534-535
(Answer each question in 200-350 words)

Summarize the key facts of the case. What are the critical issues being presented here?

Discuss how income, social class, and age interact in Toyota's marketing strategy. How do income and social class affect age as a means of segmentation for the Scion?

What are some of the challenges Scion CURRENTLY faces as their brand has grown? How can they continue to reach young people and what media outlets should they be using?

Select another vehicle that you believe is marketed based on the age of potential consumers. How is the marketing similar? How is it different?