Marketing Management 08

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Directions:  Be
sure to save an electronic copy of your answer before submitting it to Ashworth
College for grading. Unless otherwise stated, answer in complete sentences, and
be sure to use correct English, spelling, and grammar. Sources must be cited in
APA format. Your response should be four (4) double-spaced pages; refer to the
“Assignment Format” page located on the Course Home page for specific
format requirements.

Respond to the items below.

Part A: With Products, Is It Form or

The “form versus function” debate applies in
many arenas, including marketing. Some marketers believe that product
performance is the end all and be all. Other marketers maintain that the looks,
feel, and other design elements of products are what really make the

Take a position: Product functionality is the key to brand
success versus product design is the key to brand success.

Part B: Is the Right Price a Fair Price?

Prices are often set to satisfy demand or to
reflect the premium that consumers are willing to pay for a product or service.
Some critics shudder, however, at the thought of $2 bottles of water, $150
running shoes, and $500 concert tickets.

Take a position: Prices should reflect the value that
consumers are willing to pay versus prices should primarily just reflect the
cost involved in making a product or service. 

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