Instructions: Please answer the following as comprehensively and concisely as you can.

1. One of the immutable laws of marketing according to Al Ries is "Being first is better than being better." Do you believe that this is truly immutable or "Being better is better than being first?" Please cite specific examples/illustrations to prove your position.

2. Among the major forces in the macro-environment that impact on marketing management, which do you think are the top three that affects decision making of marketing managers in the Philippines? Cite examples to prove your point.

3. How can you apply marketing research in your profession?

4. Define and explain what you mean by market segmentation, market targeting, and market positioning.

5. Mass marketing is dead versus mass marketing is still viable way to build a profitable brand. State and defend your position on this.

6. Take a position: Brands cannot be expected to last forever versus There is no reason for a brand to ever become obsolete.