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There are five essay type critical analysis questions. Graduate-level analysis of each question is expected. Research is required and a minimum of three references for A level work. A one-page analysis for each question is expected.
1. Identify and explain the strategic criteria for targeting segments.
2. Explain what a perceptual map is and what it is used for.
3. What is positioning, and why is it probably the most important aspect of marketing?
4. Explain what a brand personality is, list the different types of personalities, and explain what marketers can do with the personality if it is not working out.
5. What is a global brand and how are global brands rolled out? How can you eliminate the local or regional brand of an acquired company?
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