Company Case
In chapter 8,（You will need to read the entire chapter and use the concepts you saw earlier to answer the questions.） Products, Services, and Brands Building Customer Value (Page212), analyze Company Case MINI: Focus on the Essential—Maximize the Experience（page244） and then answer four Questions “Questions for Discussion” (Page247). Answer five or four sentences per question.：
8-16 Discuss how MINI has endured for 60 years as a brand, despite being owned by various companies.
8-17 Does MINI have high brand equity? Explain.
8-18 Over the years, has MINI been positioned based on attributes, benefits, or values? Explain.
8-19 Is BMW taking MINI in the right direction with its current branding strategy? Why or why not?
In chapter 9,（You will need to read the entire chapter and use the concepts you saw earlier to answer the questions.）Developing New Products and Managing the Product Life Cycle (Page248), analyze Company Case Bose: Better Products by Focusing on the Product（page272） and then answer four Questions “Questions for Discussion” (Page273). Answer five or four sentences per question.：
9-16 Based on concepts discussed in this chapter, describe the factors that have contributed to Bose’s new product success.
9-17 Is Bose’s product development process customer centered? Explain.
9-18 How is Bose unique with respect to product life cycle management?
9-19 With respect to the product life cycle, what challenges does Bose face in managing its product portfolio?
9-20 Can Bose continue to maintain its innovative culture without Amar Bose?
In chapter 10,（You will need to read the entire chapter and use the concepts you saw earlier to answer the questions.）Pricing Understanding and Capturing Customer Value (Page274), analyze Company Case Gillette: Searching for the Right Price in a Volatile Market（page293） and then answer four Questions “Questions for Discussion” (Page295). Answer five or four sentences per question.：
10-16 Based on the concept of customer value–based pricing, explain Gillette’s rise to market dominance.
10-17 Historically, did Gillette employ good-value pricing or value-added pricing? Explain.
10-18 Based on those same concepts of value-based pricing, explain how Gillette’s pricing strategy stopped working.
10-19 What can Gillette do to improve its position in the market?
In chapter 11,（You will need to read the entire chapter and use the concepts you saw earlier to answer the questions.）Pricing Strategies Additional Considerations (Page296), analyze Company Case Casper: A Pricing Strategy That Flipped the Mattress Industry（page319） and then answer four Questions “Questions for Discussion” (Page321). Answer five or four sentences per question.：
11-16 Explain Casper’s product offering in terms of customer value.
11-17 Which new product pricing strategy does Casper employ? Why does it work?
11-18 Could Casper have achieved the s
