1) Karl Lipton is the marketing communications coordinator for a major electronics manufacturer. He is assigned with charting out a communications strategy for a new range of mobile phones developed by his company. How will Karl's communications strategy look over the course of the mobile phones' life cycle?

2) One of the classic debates in the popular press is whether all buzz or word of mouthpositive and negativeis good for a brand. Some feel that "any press is good press" and that as long as people are talking, that is a good thing. Others challenge that notion and say the content of the dialogue is what really matters. Take a position: "All news is good news" and any buzz is helpful for a brand versus the content of buzz can make or break a brand

3) Some marketers feel that the image of the particular channel in which they sell their products does not matterall that matters is that the right customers shop there and the product is displayed in the right way. Others maintain that channel imagessuch as a retail storecan be critical and must be consistent with the image of the product.

Take a position: 'Channel images do not really affect the brand images of the products they sell that much' versus 'Channel images must be consistent with the brand image'.

4) For each of the following products, identify the segmentation base that you consider the best for targeting consumers: (a) biscuits, (b) shampoo, (c) wireless broadband, and (d) holidays. Explain your choices. You are required to use 4 key types of market segmentation provided

in lecture 5 to support your justification

5) Why Starbucks Is Struggling In South Africa .Provide some suggestions to help Starbucks to get out of the struggling.