Brand Equity
1. In your
own words, provide a clear explanation of brand equity and why it is or it is
not always advisable to create brand equity. Present a good or service that has
little or no brand equity. Why do you think that product has low brand equity?
Is it the nature of the product or a poor marketing strategy? Defend your
position.
2. Explain
how distribution channel strategies have been used to create or contribute to a
competitive advantage. Provide original examples not taken from the course
materials. Feel free to provide examples drawn from either goods or services
products, and profit or non-profit organizations.
3. Select a
product or service that you utilize at least once a month.
1) Describe the product or service briefly,
2) If you were determining the price, what price would you
set and why?
3) What type of promotion do you think would be most
effective and why?
4. What are
fair trade laws? Why were they repealed? Should manufacturers be allowed to
force the retailers that carry their products to sell the manufacturers’
products at the prices specified by the manufacturers? What is ‘resale price
maintenance?’ What will be the benefits to Manufacturers, Retailers, and Buyers
if manufacturers are allowed to force retailers to sell the manufacturers’
products at the prices specified by the manufacturers?
http://www.factmonster.com/ce6/bus/A0818158.html
http://www.telegraph.co.uk/news/main.jhtml?xml=/news/2001/11/21/nlevi21.xml
