1. Although the product is at the heart o f the marketing program, it is important to remember that product offerings in and o f themselves have little value to customers. Explain where does an offering's real value comes from.

2. (a) Discuss the steps involved in the AIDA model o f promotional goals.

(b) How does various promotional elements vary across the steps?

3. Explain the key differences between product differentiation and product positioning, and use relevant examples in your discussion.

4. Ethics and social responsibility have become important in recent years. Why is it important that marketing ethics be incorporated into the firm's strategic plan?

5. "Marketing implementation is often problematic, as marketing plans are usually developed by the top management, while implementation is the responsibility of the frontline employees". Do you agree/disagree with this statement? Explain your rationales.

6. In today's economy, personal selling has evolved to take on elements o f customer service and marketing research. Why is this the case?