Assume you are a marketing manager that wishes pursue a process of strategic brand management. List the four main steps that you would most likely go through to accomplish this task.

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• Marketing Management
• Q1.In spite of the rapid growth of marketing
  research, many companies still fail to use it
  sufficiently or correctly. List and briefly
  discuss five reasons why this might happen.
•  
• Q2.Brands can be differentiated on the basis of
  many variables however, four differentiation
  strategies are emphasized in the text. List and
  briefly characterize the three differentiation
  strategies.
•  

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• Q3.Prior research has shown that although
  consumers may have fairly good knowledge of the
  range of prices involved, surprisingly few can
  recall specific prices of products accurately.
  When examining products, consumers often employ
  reference prices. List the possible prices
  consumers use as their reference.
•  
• Q4.What are the three types of costs a company
  might incur? How do they differ?
•  
• Q5.From a brand-building perspective, television
  advertising has two particularly important
  strengths. List and briefly explain these
  strengths.

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• Q6.Assume you are a marketing manager that wishes
  pursue a process of strategic brand management.
  List the four main steps that you would most
  likely go through to accomplish this task.
•  
• Q7.How do opinion leaders mediate the affect of
  mass communications?
•  
• Q8.Give an example of a branded customer
  experience.
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