1- Choose one of the major credit card companies, e.g., Citi, Chase, Capital One, etc. How does your chosen bank use its variety of credit card programs to build relationships with the right customers? Provide at least one specific example in your response.
2- Based on your choice in Questions 1, what are the main variables your chosen bank has focused on to segment its markets? Which of the segmentation variables do you like the most?
3- Now, based on the above, develop a brand new credit card for a specific target market segment of your choice. First, describe your chosen target market segment. What are the unique consumer needs of your choice segment? Finally, specify the key features of your new credit card program. Explain how it differs from existing credit card programs and how this new card could meet the unique consumer needs of your choice segment