Kunst 1600 Case Information Kunst 1600 case questions Use the Kunst 1600 case information (the case document is provided for you) and any appropriate supporting material from the textbook and additional research to answer the following questions. The idea here is to understand what different customer segments want in a business product, and to identify a target segment that seems to want what the seller is offering for sale. 1. Based on the information presented in Evan Stone's market research, identify the purchasing orientation of many residential AC repair businesses. What evidence from the case leads you to that conclusion? 2. Stone asserted, "Kunst will be the Mercedes of vacuum pumps." Does that statement fit with what Stone's target market segment appears to want in a vacuum pump, based on the information presented in the case and the identified purchasing orientation? Defend your reasoning. 3. Based on the information presented in the case, which of the product features of the Kunst 1600 appear to present significant barriers to adoption by target customers (in other words, which product features might prevent adoption by the customers Kunst and Evan Stone want to acquire)? Name and describe three features that may present barriers to adoption. Give reasons for your choices. 4. If you were advising Evan Stone on the marketing effort for the Kunst 1600 vacuum pump, which of the segment(s) identified in the case would you recommend as being the best bet for the product? Give at least two reasons supporting your choice taken from the case information.

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