Hospitality class discussion

Here need 2 discussion, each discussion need more than 100 words.

1.One major challenge in marketing is to add value to customer experience. Discuss one reason why we need to do so; support your argument with one effective approach you are familiar with or have experienced.

2.After reading Chapters 1, 2, and 3, discuss one "cool thing" (something you find valuable from both the theoretical and practical perspectives) and one "hot thing" (something you find difficult to comprehend).