Chapter 10

1. How can a firm develop and establish an effective positioning in the market?
2. How do marketers identify and analyze competition?
3. How are brands successfully differentiated?
4. How do firms communicate their positioning?
5. What are some alternative approaches to positioning?
6. What are the differences in positioning and branding for a small business?

Chapter 11

1. What is a brand, and how does branding work?
2. What is brand equity?
3. How is brand equity built?
4. How is brand equity measured?
5. How is brand equity managed?
6. What is brand architecture?
7. What is customer equity?

Chapter 12

1. Why is it important for companies to grow the core of their business?
2. How can market leaders expand the total market and defend market share?
3. How should market challengers attack market leaders?
4. How can market followers or nichers compete effectively?
5. What marketing strategies are appropriate at each stage of the product life cycle?
6. How should marketers adjust their strategies and tactics during slow economic growth?