1. What are the key differences between the corporate brand and the product brand? Why is it crucial that employees understand their corporate brand well?

2. Why are financial incentives not recommended as an approach to develop long term customer relationships?

3. Based on the requirements for successful implementation, in your opinion, between Productivity, People, Planning, Progress and Participation, which is the best candidate to become the "5th P" of marketing? Defend your position.

4. Discuss the steps involved in the AIDA model of outlining promotional goals. How does the importance of various promotional elements vary across the steps?

5. Discuss the benefits associated with offering a large portfolio of products. What are some of the key issues involved in managing the product portfolio?

6. What are the key differences between "a channel that is effective" vs. "a channel that is efficient"?