1. Describe how the shifts societal forces have impacted marketing over the years.
2. When was the last time you participated in a survey? How helpful do you think the information was you provided? How could the research have been done differently to make it more effective?
3. In your opinion is targeting minorities exploitative or is targeting minorities a sound business practice? Explain your position ( I believe that is a sound business, like for instance having all Spanish cabs , restaurants and groceries stores to cater to the espanic comuniTy . Elaborate on that )
4. How is brand equity built? Describe 2 of your favorite brands. ( pick something in fashion. I love shopping so, something in the fashion brands J
5. Review the BMW case on pages 238-239.
describe the pros and cons to BMW’s selective target marketing? What has the firm done well over the years and where could it improve?
6. How can companies use packaging, labeling, warranties, and guarantees as marketing tools
7. Colleges, universities, and other educational institutions can be classified as service organizations. How can you apply the marketing principles developed in this chapter to your school? Do you have any advice as to how they could become better service marketers?
8. In your opinion should national-brand manufacturers also supply private label brands? Explain why or why not
9. Do you believe that great sales people are born or made....why?