If the top left dot is at the front left tyre, it does looks like a rock chip damage. If it is, then this is some normal wear and tear of owning a daily driver, there is nothing you can do about it as it will re-appear again. Putting on a Paint Protection Film can reduce the risk much though.

The top right no doubt is a scratch. A sharp object pushed into the paint and glide over it, but it left the paint surface very early, leaving such a small length. Bottom most pic also looks like some blunt object hit on that spot and pushed a bit, thus  the wrinkle collection of paint layer at the right hand side.
These two looks like someone holding on something accidentally hit on it and realize it, then immediately take it away, hence the small length and only one dot.

I deem they are beyond polishing can save, because one can see the bare fiber glass (black color), others already has no paint on it.
You need to put touch up paint and then level it back.
It will never look perfect, but it will at least look better.

Learn from these techniques:



and

http://www.autogeekonline.net/forum/how-ar...-procedure.html

http://www.autogeekonline.net/forum/how-ar...ey-scratch.html

From these sources, it is self evident that, not only you need touch up paint of good match and quality, you also need proper tool. So if you do not have the tool, you can invest into it (but then you might feel wasted after done the repairing) or send to professional detailer to do it.

But one panel re-spray generally cost RM300 per panel for normal quality paint, so you got to judge how much the professional charge you. It might negate the value of seeking their help instead of a re-spray.

this picture? http://imgur.com/NkxSTBY

for the lighter ones maybe can try the turtlewax scratch & swirl first. however for obvious chips such as the bottom/last image, don't bother, just ezy touchup first.
for that one, you can consider sanding down the paint scraps that's poushed aside to the right else the finishing won't be good.

- yes should be just clearcoat.
generally, scratches you can't feel with your fingers are considered very light and clear coat only damage. those that you could, will really depend on the situation.
from your image though it was quite clear that it's gone all the way down to the primer/base metal already.

- for ALL sanding/compounding/polishing, it evens out the SURROUNDING surface to the same level. so eventually, you WILL be thinning out your clear coat and eventually once it gets too thin you will need to do a full paint job/respray.

only glazes/fillers will have "coat" (not exactly coat per say) being applied, or rather fillers being applied to FILL the defects/scratches. it's a temporary hiding/masking and once it wears off the scratch/swirl will re-surface again.

bro Quazacolt has covers it completely for you! I agree on what he said.

If you are first time user, practice first on a hard plastic surface, to have a feeling of the viscosity and adsorbability of the touch up paint.

Not sure about what tools you have, I will do as follow:

1) Detergent wash the area.
2) Use the supplied Wax and Grease remover and wipe on the scratch and chip using the supplied brush.
3) IPA wipe again if you have IPA. You should have super duper clean area by now. Bare paint or bare metal or bare fiber glass expose to you only.
4) Shake your touch up paint thoroughly. Use a sharp tool, like toothpick, to apply the touch up paint from the bottle to your panel. Use dab motion, brushing motion is just not practical from my experience. If you have very large area then maybe you can consider using the supplied brush. Otherwise, toothpick is always good start.
5) It is better to have one time process only, i.e. once you dab a location, do not re-dab if you feel you didn't do a nice job. You either wipe it away completely (easy while it still have not dry) or wait till this layer of application sufficiently dry, then re-dab 2nd time, then repeat 3rd time, till you cover the area sufficiently thick.
6) Now here is the tips, if you do not have  tool to level down the blob of touch up paint, it is better you dab till it almost level then stop. Doing so will not provide a level, smooth touch up job but because you do not have the tool (like polisher) to level the blob later, it is better to stop at there first. You can always wait till you acquire the tool then re-dab again.
7) if you do have the tool, then dab till it forms a blob of touch up paint. Wait it dries for some weeks. Then sand it down level, polish it back to shine.

You can get the surgical purpose IPA wipe cotton, sold in pharmacy like Guardian, piece by piece one. For small touch up job like yours several pieces will be sufficient. nevertheless this step is optional. I use it cause I so happen have such cotton wipe from my dad due to his medical need.

Use hair dryer to blow the area if you feel you need to re-dab. What is sufficiently dry? dry till when you lightly dab again with toothpick, it will not cause a mark on the touch up paint. So test this on a sample first. Experiment (I trial and error so many times, it is fun).

The Ezy Touch Up paint is very fluidity, so when you dip the applicator (brush or toothpick) into the touch up paint and lift it up then bring it to your scratch area, remember do not breath too strong, you will accidentally blow some drop of touch up paint on the neighborhood area of the panel. Wear a mask to prevent strong flow of breath air if necessary.

I provide some videos on two different touch up jobs of some reputable detailer, one with feather edge technique, one without:







Please be reminded, your car color is light color, so the shadow edge of the scratch will be easily visible even after you put the touch up paint. It is really very difficult to have a perfect touch up paint job on a light color car. So do expect it will not look perfect, because a perfect job is most likely only possible with re-spray. Nevertheless, few feets away should still give your car a better look than before touch up.

I myself still struggling to touch up perfectly for my metallic silver car so I can only comment till this stage. Be dare to experiment and always use your common sense and natural instinct when you doing your touch up job. Whenever you feel unhappy with the result, you can always wipe the touch up paint away using some kind of solvent (or the wax and grease remover provided in the kit), best use with a cotton tipped applicator.

Remember to share before after pics