1. Michael Porter has identified five forces that determine the intrinsic long-run attractiveness of a market or market segment: industry competitors, potential entrants, substitutes, buyers, and suppliers. Discuss the threat posed by each of the 5 forces. (25 marks).

2. There are six criteria for choosing brand elements. The first threememorable, meaningful, and likableare brand building. The latter threetransferable, adaptable, and protectableare defensive and help leverage and preserve brand equity against challenges. Discuss. (25 marks).

3. Companies can use several pricing techniques to stimulate early purchase such as loss-leader pricing, special event pricing, special customer pricing, cash rebates, low-interest financing, longer payment terms, warranties & service contracts and psychological discounting. Discuss. (25 marks).

4. Channel power is the ability to alter channel members behavior so they take actions they would not have taken otherwise. Manufacturers can draw on the following types of power to elicit cooperation, i.e., coercive power, reward power, legitimate power, expert power and referent power. Discuss. (25 marks).