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2. Marketing Management Q1.In spite of the rapid growth of marketing research, many companies still fail to use it sufficiently or correctly. List and briefly discuss five reasons why this might happen. Q2.Brands can be differentiated on the basis of many variables; however, four differentiation strategies are emphasized in the text. List and briefly characterize the three differentiation strategies. Q3.Prior research has shown that although consumers may have fairly good knowledge of the range of prices involved, surprisingly few can recall specific prices of products accurately. When examining products, consumers often employ reference prices. List the possible prices consumers use as their reference.”

3. Q4.What are the three types of costs a company might incur? How do they differ? Q5.From a brand-building perspective, television advertising has two particularly important strengths. List and briefly explain these strengths. Q6.Assume you are a marketing manager that wishes pursue a process of strategic brand management. List the four main steps that you would most likely go through to accomplish this task. Q7.How do opinion leaders mediate the affect of mass communications? Q8.Give an example of a “branded customer experience.”

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