1.Suppose you distributed a product through an exclusive distribution strategy. Would metrics such as relevant outlet rates or category shelf facings be as important to your product as they would to a product utilizing intensive distribution? Why or why not?

2.Marketing managers are often accused of being obsessed with market share. Why would an obsession with market share be negative? Should market share be used or emphasized to the exclusion of other performance metrics?

3.Think about the traditional advertising metrics of reach, frequency, gross rating points. Do these traditional media metrics have analogous metrics in the realm of digital media?

4.Suppose you were the marketing manager for an online retail store and you found that the bounce rate for your website was quite low compared to others in your industry. However, you found that the abandonment rate was unusually high. What do these symptoms suggest and what might you do to address them?

5.Why are stockouts considered the bane of producers, retailers, and customers alike? Would stockouts on products with high stock-turn rates be better or worse than stockouts on products with low stockturn rates?

6.A retail manager might argue that it is better to have one too few of an item in stock than to have one too many. Is the manager right?