________ defense is an aggressive maneuver where the firm attacks first, perhaps with guerrilla action across the market and keeps everyone off balance.

According to the BRANDZ model of brand strength, brand building involves people progressing through a sequential series of steps. Which of these steps would address or answer the question “Can this brand deliver?”

________ describes the service program for helping customers keep purchased products in good working order.

Buyers expect products to have high ________, which is the degree to which all produced units are identical and meet promised specifications.

High levels of brand ________, or the extent to which consumers feel they are “in sync” with the Fox News brand and engagement in Fox News programs, often leads to greater recall of the ads Fox News runs.

In which of the following cases is a service provider trying to increase nonpeak demand?

________ are visual representations of consumer perceptions and preferences.

Which of the following types of distribution involves severely limiting the number of channel intermediaries?

Companies typically start their international foray with ________, which involves working through independent intermediaries who sell their products abroad.

American Express’ “World-Class Service, Personal Recognition,” Mary Kay’s “Enriching women’s lives,” Hallmark’s “Caring Shared,” and Starbucks’ “Rewarding Everyday Moments” are examples of brand ________.