| December 20, 2015


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?

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