Question: 1. Over the years a number of firms have tried to change their positioning for a variety of competitive reasons. Choose a firm in the global marketplace who has changed their positioning over the recent past. Describe the firm's original positioning strategy and then describe the firm's revised positioning strategy. How did customers react to this change in positioning strategy - was it successful or not? Why?
2. One element of the tangible product is packaging. Packaging serves a number of functions beyond the mere protection of the product. In fact, with some brands, the package may play a central role in the growth of the brand. Discuss two products, one in which the package plays a significant role and one in which it play a minor role. Discuss the potential role of packaging in innovation.
3. Review the various pricing methods described in your text-markup pricing, target-return pricing, perceived-value pricing, value pricing, going-rate pricing, and auction-type pricing. Summarize the key point/advantage of each of those methods.