3. Refer to the Vans: Skating on Air Case. As Vans evolved into a "hierarchical" brand, it had to protect its brand integrity as well as grow the brand. This required getting the right marketing message to the right customer at the right time. In two words or less (anything more than 2 words will be ignored), what is the proper marketing message to: Lower-Tier customers (non-skaters and casual skaters): Upper-Tier customers (elite amateurs and pros):

Alaska king crab fishing in the 1960s and '70s was a dangerous but rich fishery. boats from as far away as california and japan braved the treacherous gulf of alaska crossing to reach the abundant king crab beds in cook inlet and bristol bay. suddenly, in the early 1980s, the fishery crashed due to over fishing. all crabbing in those areas ended. to this day, there is no crabbing in bristol bay or cook inlet. a. how would an economist explain the decline of the alaska king crab fishery