1. Porter (1985) suggests that there are two essential routes to achieving long term superior performance: to be the lowest cost producer, or to differentiate products/services in such a way as to offer consumers greater added value in comparison with competitors. Discuss and evaluate this contention, and the role of marketing in creating added value.

2. Kotler and Armstrong (2012, p. 267) describe brand equity as "the differential effect that knowing the brand name has on customer response to the product and its marketing". With reference to Apple Inc. critically analyse the strategies that have been employed to create brand equity.

Note: Please, use figures, diagrams, tables, statistical and financial data in order to compare and contrast. You may include tables and any statistical data as an appendix. Most importantly, do not forget to incorporate theoretical underpinning.