1. Think of one firm, business, or product for which you regularly make purchases even though there are competing firms/products with similar prices. Explain what your firm of choice offers that improves value and keeps you coming back. On your view, from which rivals does the firm you chose face the most intense price competition? If you were consulted by a rival firm to consider a role working with them as a marketing manager, what advice and feedback would you give them for how they might better compete with the firm that you more regularly choose to take your business? Would you switch your brand allegiance over to that rival product if their sales team incorporated your advice? Explain why or why not. On your view, what difference(s) would it make to substitute Lauterborn’s ‘Cost’ in for ‘Price’ in comparing competing rival firms in the same market space? Please do not ‘take the easy out’ and say it would make no difference. Come up with your best insight for how to differentiate Cost versus Price in this case. Explain.