Jayce Writer

MD

 1. From Chapter 8, 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. From Chapter 9, 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.  From Chapter 12, 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?