Which elements of the marketing mix is the most compelling
for customers and why?
Is it possible to achieve sustainable competitive advantage,
or is sustainable competitive advantage theoretical only? Explain.
Are all generations the same? The Baby Boomers challenged
societal and cultural norms when they were young. How is that different from
today?
Is it feasible for all companies to be global marketers? Do
certain industries seem better suited for global marketing than others? Why or
why not?
Why doesn’t the type of decision-making process a consumer
uses stay constant?
Why is relationship marketing an important way to promote
business marketing?
Is it ethical for companies to avoid certain segments or the
population? For example, many brands do not target low-income consumers. Is that
unethical?
Can actual test marketing be replaced by virtual test
marketing using the internet or other software applications? Why or why not?
Are you more or less willing to give a service or a product
a second chance after a bad experience? Explain your answer.
Why is understanding the target market a crucial aspect of
the communication process?
Support your answer with evidence from the textbook – Kotler,
Philip and Kevin Keller (2015), A Framework for Marketing Management; 6th edition,
Pearson. ISBN: 978-0133871319
and/or external sources
Each question should be answered thoroughly, use valid examples
to drive your point home.