1. Colin Taylor listed 9 rules for a successful brand. Explain 3 of those rules using 3 different brands.
i. Don't try something you aren't
ii. Brand claim
iii. A brand is what you make it
iv. Understand what you are
v. Your promise
2. Mattel has introduced Hello Barbie. The doll will ask questions of the child and answer questions from the child, storing conversations on the Internet. Is this an ethical product to sell? Why or why not? What concerns might a customer have about purchasing this toy?
3. What is retailing? Even if you have no interest in retailing as a career, why should you understand it?
4. Read over the section on the Consumer Behavior Model starting on page 102 of your text. Use a purchase you made to explain the model
5. Some experts argue that e-tailing will account for 50% of retail sales in the future. Do you agree? Explain your answer.
1. Select a brand and use it to illustrate the components of the brand resonance pyramid
2. Select a brand and discuss its brand elements. Does the brand utilize all of the brand elements possible? How could it use those elements it does not?
3. One of the selling points for Catapult coffee is its pricing. Which pricing strategy is Catapult using? Do you believe this is an appropriate strategy? Why or why not?
4. "Customers do not buy products, they buy benefits." Explain this statement.