1. Read the article below and answer the questions that follow: Nike Nike has a rich set of associations with consumers, based on its innovative product designs, its sponsorships of top athletes, its award-winning advertising, its competitive drive, and its irreverent attitude. Internally Nike marketers adopted the three-word brand mantra, "authentic athletic performance," to guide their marketing efforts. Thus, in Nike's eyes, its entire marketing program - its product and how they are sold - must reflect those key brand values. Over the years, Nike has expanded its brand meaning from "running shoes" to athlete shoes to "athlete shoes and apparel" and now to "all things associated with athletics (including equipment)." Each step of the way, however, it has been guided by its "authentic athletic performance" brand mantra. For example, as Nike rolled out its successful apparel line, one important hurdle for the products was that they could be made innovative enough through material, cut, or design to truly benefit top athletes. At the same time, the company has been careful to avoid using the Nike name to brand products that do not fit with the brand mantra. Source: Marketing Management: Asian Perspective, 6th edition, by Kotler, GBB1043/GCB1043 a. Differentiate between a brand name and a trade name. Provide an example of each. [6 marks] b. Provide TWO (2) benefits of Nike using brand mantra. [4 marks] c. Propose Nike's athletics positioning strategy. [6 marks] d. Outline the FOUR (4) major variables and their elements of market segmentation for Nike athletics in the Malaysian consumer market. [10 marks] e. As the vice president of marketing of Nike Malaysia, develop recommendations to your chief executive officer (CEO) on effective marketing mix strategy of Nike athletics in order to penetrate consumers market in Malaysia by the year end 2015. [14 marks]