Problem 1. Why is total customer service so important? What happens if a product or service does not actually meet its perceived performance or customer expectations? How can relationship marketing benefit a company?
Problem 2. What are some brands that you believe have high brand equity? What are some of the elements of these recognizable brands? Do you think it is crucial to manage brand equity? If so, why?
Name a recent brand crisis with which you are familiar. Do you feel this crisis was managed well? Why or why not?