From the book Marketing Management 15th edition by Kotler Keller

Book Chapter 06: Analyzing Consumer Markets

"To understand how consumers actually make buying decisions, marketers must identify who makes and has input into the buying decision; people can be initiators, influencers, deciders, buyers, or users. Different marketing campaigns might be targeted to each type of person."- Justify the statement.

Book Chapter 13: Setting Product Strategy

Consider the many means of differentiating products and services. Which ones have the most impact on your choices? Justify your answer.

Can you think of certain brands that excel on a number of the means of product/service differentiation? If yes then How? Justify your answer. Book Chapter 16: Developing Pricing Strategies and Programs

"Prices should reflect the value consumers are willing to pay versus Prices should reflect only the cost of making a product or delivering a service". Take a position and Justify.

Think about the pricing methods described in this chapter i.e., markup pricing, target-return pricing, perceived value pricing, value pricing, EDLP, going-rate pricing, and auction-type pricing. As a consumer, which one do you prefer? Justify your preference.

Book Chapter 17: Designing and Managing Integrated Marketing Channels

* Does It Matter Where You Sell? Some marketers feel that the image of the particular channel in which they sell their products does not matterall that matters is that the right customers shop there and the product is displayed in the right way. Others maintain that channel imagessuch as a retail storecan be critical and must be consistent with the image of the product.

"Channel images do not much affect the brand images of the products they sell versus Channel images must be consistent with the brand image". Take a position and justify.

Think of your favorite retailers. How have they integrated their channel system? How would you like their channels to be integrated? Do you use multiple channels from them? Justify your answer.

Book Chapter 19: Designing and Managing Integrated Marketing Communications

* Has TV Advertising Lost Its Power?

Long deemed the most successful marketing medium, television advertising is increasingly criticized for being too expensive and, even worse, less effective than it once was. Critics maintain that consumers tune out too many ads and that it is difficult to make a strong impression. The future, claim some, is with online advertising. Supporters of TV advertising disagree, contending that the multi sensory experience of TV is unsurpassed and that no other media option offers the same potential impact.

"TV advertising has largely become unimportant versus TV advertising is still the most powerful advertising medium". Take a position and justify.