1. Please indicate whether the following statement is right or wrong. You need to justify your answer to get points.

Statement: "As products become more and more commoditized, marketing loses relevance."

2. Digitalization is a major force that is driving the new marketing realities.

Focusing on one of the 4Ps of the marketing mix, identify one key challenge that is linked to digitalization. Illustrate the challenge by using a concrete example and discuss one major opportunity and one major threat that the challenge poses for marketers with regard to this P.

3. Marketers can position brands at any of the following levels: "attributes" (level 1), "benefits" (level 2), and "beliefs and values" (level 3).

Focusing on a brand or a branded product of your choice, explain and illustrate how this brand or this branded product can be positioned at each of the three levels. Discuss whether you would focus on positioning the brand or the branded product on a particular level.

4. a) Explain how segmentation, targeting, differentiation, and positioning can assist Amazon in developing a customer-driven marketing strategy for the Echo Look and give specific recommendations regarding the design of each of these four activities.

b) Identify and evaluate the pricing strategy that Amazon used to introduce the Echo Look based on the information given in the case.

c) Discuss one major threat for Amazon that is linked to the introduction of the Echo Look. Illustrate your line of reasoning based on a concrete example.