The three components of brand positioning are: 1) competitive frame of reference, 2) points-of-difference (PODs), and 3) points-of-parity (POPs). Points-of-parity:  

If you are not reaching the heart of your target market, you are not marketing. To make an emotional connection (reach the heart), marketers must understand how consumers cross the personal relevance bridge. For consumers, the personal relevance bridge shows the connection between:

The add-on sales of French fires and soft drinks at In-N-Out Burger is an example of which profitability driver?

The Puj Tub makes bathing a little baby so much easier. It is made from soft foam that folds and conforms to almost any sink. The Puj Tub cradles and protects the baby during bath time. When not in use, the Puj Tub can hang flat for easy drying. Entrepreneurs developed this new product by: 

The possible price range for any given product or service must fall:  

True or False: The Minoan Thalassocracy is something we can definitively say existed, based on the literary and archaeological record. 

Researchers from Savant Selling surveyed 700 B2B buyers and interviewed 150 corporate buyers to better understand what the winners of sales opportunities do differently than sellers who come in second place. The researchers found that winners sell radically differently than second-place finishes because they are able to:

What’s the name of this fresco, and where was it found?

A headline in the Wall Street Journal stated, “Tyson Hatches a New China Strategy. Chicken Processor Opens Its Own Farms, Avoiding Local Coops, to Address Food-Safety Concerns.” Instead of buying chickens from independent farmers, as Tyson long has done worldwide, the company is spending hundreds of millions of dollars building its own farms in China. Which method of alternative global market entry is Tyson implementing?  

For chocolate lovers, Costco provides the “All Chocolate 150 Pieces” bag made up of chocolate treats from three competing chocolate companies–Hershey’s (Almond Joy, Reese’s, and York), Mars (M&M’s, Milky Way, Snickers, and Twix), and Nestle (1000 Grand and KitKat). Costco’s ability to convince these competitors to provide their chocolate products in the same bag is an example of which force in the Five Forces Model?