1. What is an example of a marketing mix that has a high price level but you see it as having good value? Explain in detail what makes it a good value.
2. Provide three examples when advertising to intermediaries might be necessary? What are the objective(s) of such advertising?
3. Read Case Study No. 22 "Bright Light Innovations: The Starlight Stove" on pages 567-568. What should be the marketing strategy of the Bright Light Innovations team for the Starlight Stove? Why? Explain the elements of the marketing strategy you propose in detail. (Note: Make sure you propose a marketing strategy and not a marketing plan.)
4. Why do many department stores seek a markup of about 30% when some discount houses operate on a 20% markup? Identify and explain at least three reasons.