Q1.Kansas City-based Hallmark Cards, Inc., is the “personal expressions” industry leader, sellin ...

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Q1.Kansas City-based Hallmark Cards, Inc., is the “personal expressions” industry leader, selling nearly half of all greeting cards purchased in America. Joyce C. Hall founded the company in 1910. Since that time, the company's creative staff has grown to more than 740 in- house artists, designers, stylists, photographers, writers and editors who design nearly 30,000 products each year. It also has a very large marketing department which relies heavily on in- house marketing research aswell as independent marketing research companies to develop and evaluate, not only ideas for its cards, but various segmentation bases. Discuss two possible segmentation variables that Hallmark could use to segment the market. Describe the different segmentsresultingfrom the segmentation. One segmentation must be based on a behavioral variable (Word limit: 150 words). Q2. The following questions are based on the Case “Pricing the EpiPen.” Mylan bought the EpiPen product line from Merck in 2007. Since that time, the company both invested in marketing to raise awareness for the drug and increased the price, lifting it from $100 to $600 per two pack in 2016. (1). Why were consumers angry about the EpiPen price increase described in the case? Explain it using consumer behavior/psychology theories that you learn from this course (word limit: 150 words). (2). What should the CEO do to address the media firestorm? What principles should guide the CEO’s action plan? (Word limit: 200 words) Q3. ‘Consumer Reports’ publishes the results of a study on shampoos that provides strong evidence that all shampoos are basically the same as far as the ability of cleaning the hair and scalp is concerned. After reading the report, what actions might you take if you are a high price shampoo marketer? (Word limit: 200 words)