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Submit the laddering technique (see Chapter 4 Slides) by interviewing a friend/family that recently bought a product worth more than $100.
Present the ladder as well as one-page report (not including laddering graph).
The first half of the page should describe insights. 
The second half should describe possible managerial actions that can be taken based on those insights.
For example, you may find that your friend bought a luxury bag to fit in with a certain group of people.
Discuss how a marketing manager can use that information to build a marketing campaign or guide their social media strategies.

The last two slides in the first document are about “laddering”, and the other two documents are the example of this assignment.
Use arrows to show the laddering graph.