1. Which do you think is preferable: a company that conducts its own marketing research or one that hires an outside company to conduct research for it? Why?2. Why is total customer service so important? How can relationship marketing benefit a company?3. What are some brands that you believe have high brand equity? Name a recent brand crisis with which you are familiar. Do you feel this crisis was managed well? Why or why not?4. What are some factors that influence consumer purchasing decisions? Which do you believe are most important?