Discussion Questions

Please refer the text book and review the attached PPT, and answer the questions.  (Citation are important mainly kotler).

Q1. There are three key consumer criteria that determine whether a brand association can truly function as a point-of-difference. When the Westin Stamford hotel in Singapore advertised that it was the world's tallest hotel, it attempted to create a point-of-difference (POD). Explain why the hotel may not have been successful in its attempt to create its POD. [10pts] 

Q2. Tide laundry detergent maintains the same market share it had 50 years ago because of the sales contributions from its various line extensions. It can be said that Tide employs a preemptive cannibalization strategy in generating line extensions. Explain what this means and also how Tide remains successful with so many lines and extensions. Use marketing concepts to explain. [10pts]