1. Critique the statement “consumer is rational buyers” using examples.
2. Discuss the macro-environmental factors that could affect Apple’s marketing activities in the Australian market.
3. To what extent do you agree with the statement “In order to grow brand (i.e. increase market share), marketers should focus on increasing market penetration (i.e. increasing the number of buyers) rather than customer loyalty (i.e. focusing on existing buyers to buy more often)”? Discuss using examples and research work.
4. Imagine you are about to buy a television. Discuss how individual factors could have an impact on your decision to buy.
5. Do you think competing on price is an effective marketing strategy? Is there any risk involved in price competition?
6. Discuss the advantages and disadvantages of mass marketing and target marketing. If your company is specialized in selling digital cameras, which marketing strategy will you use and why?
