Is Toyota wasting its time as it pays so much attention to age as a segmentation variable?

Read the Scion’s Quest to Crack Gen Y Case Study at the end of chapter 14 in the textbook. Answer the discussion questions that follow: 1) Is Toyota wasting its time as it pays so much attention to age as a segmentation variable? Explain. 2) When you consider the characteristics of Gen Y, what do you see as some of the challenges that Scion faces in the future as the brand grows? 3) If Gen Yers indeed are “impervious to advertising,” how can Scion continue to grow without reaching young people through traditional media outlets?

 

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