Question 1. Southwest Airline has mastered the low-price model and has the financial results to prove it. Why don't the other airlines copy Southwest's model?
Question 2. Why are marketing channels and intermediaries necessary? What is the most important function carried out by intermediaries? Why? Why do channel arrangements sometimes need to be modified over time?
Question 3. What impact does the presence of knockoffs have on a brand?
Question 4. What is brand equity and how is it built, measured, and managed?
Question 5. What is new product failure? How should company treat new product failure? Explain other drawbacks of new products eg, fragmented markets, development costs and capital shortage, etc.
Question 6. Coca-Cola: The Real Story Behind the Real Thing
(https://www.youtube.com/watch?v=vPjg5lBOcu8).
This new Coke was the result of getting the first step in the marketing research process wrong. What is the first step?