Discussion questions:
1. Discuss Branding, Brand Equity and Brand Positioning. What are each of these and why are they essential to effective marketing? Please give an example of a company to engages in effective brand management and how this impacts their success. Provide rationale to support your example/position.
2. Discuss the stages of new product development (see Figure 9.1, pg 263) and Discuss each stage and why it is important to the process of developing a product.
3. Discuss marketing channels and why this is important. How is value added/reduced by various elements in the marketing channel? Why is management of the marketing channel essential to ensuring customer satisfaction and reliable delivery of product/service?