Companies may wish to implement a(n) ________ to achieve more growth, to realize higher margins, or simply to position themselves as full-line manufacturers.

Premiums, as a consumer promotion tool, are defined as ________.

A firm that serves small market segments that are not being served by bigger firms is known as a market ________.

Which of the following is true about market nichers?

________ is an advertising timing pattern that calls for advertising during a certain period, followed by a period with no advertising, followed by a second specific period of advertising activity.

Customers today want separate prices for each service element, and they also want the right to select the elements they want. Customers are said to be pressing for ________ services.

Existence of gray markets leads to which of the following outcomes?

Five characteristics influence the rate of adoption of an innovation. One of these is ________.

With respect to the “six brand building blocks,” brand ________ describes the relationship customers have with the brand and the extent to which they feel they’re “in sync” with it.

Which of the following characteristics is closely associated with late majority adopter groups?