1. Does price reflect value, or does value reflect price ? Explain.

2. If a firm can increase total revenue by raising its prices, shouldn't it do so ? Explain your answer.

3. Pretend you are BP and your oil rig just blew up and not only killed a score of people but polutted large swaths of the Gulf of Mexico. Design a Public Relations plan to contain the damage to your reputation.

4. Discuss the components of service quality as it might apply here at Dominican College.

5. Can we trust advertising ? Should consumers be wary of ads they see in the media ? Using the information about the regulation of advertising in your text, construct an arguement either pro or con with respect to the following statement: advertisements are generally deceptive.

6. Which environmental factors need to be considered when deciding whether to introduce a new breakfast cereal ?.

7. De-construct Victoria's Secret. What is the core product ? What is the total product ? If competing in this industry, where would you want to put your efforts - into the core product or the total product ? Justify your thinking.

8. Innovation is at the heart of any healthy economy, but we know that not all innovations readily find a market. Discuss the concept of Diffusion of Iinnovation with respect to smart phones vs. land line phones. Why was the rate of adoption so diferent for the two ?

9.Suggest how you would use benefit segmentation in the senior housing industry.

10. Most of your parents are probably baby boomers, who are known for having challenged societal and cultural norms when they were young. how is your generation different from the baby boomers ? For instance, have values changed, and if so, how would marketers address these changes ?