1. Explain the difference between demographics and psychographics and how they are used in identifying market segments. How are these applied to targeting the appropriate market segments?

2.Explain the layers of the product and provide an example of how each layer can enhance the value of a product for the customer.

3.How does a company effectively build a brand and what value does it provide?

4.Explain how price impacts the perception of the value of the product in the customer's mind.

5.For each of the following pricing strategies: Pricing Based on Cost, Pricing based on Demand, Pricing based on Competition, and New Product Pricing, provide an approach to pricing that a marketer can take and explain how it would be used.

6.Explain what a channel of distribution is and the role that intermediaries play. Provide at least four ways that intermediaries provide value for the manufacturer and four ways that intermediaries provide value for the customer.

7.When it comes to the Place piece of the marketing mix, choosing where to make your product available is important. Provide at least five things that a marketing person should consider when determining where to sell the product and explain why.

8.Explain how marketers use the steps in the communication process to craft their message and target their customers. Walk through each step using an example that you have observed.

9.How does the messaging change over the course of a product life cycle?

10.Explain what a value proposition is. How is the value proposition applied in each of the 4 P's of the marketing mix?