All Hispanics speak the single universal form of Spanish.

While price offers a dramatic means of achieving competitive advantage, it is the most difficult marketing variable for competitors to match.

Asian Americans are an attractive target to marketers as they have the fastest rising income.

The process of communicating promotional messages begins with encoding.

A dinner at an exclusive restaurant is a pure good.

Understanding of differences among subcultures is essential for developing effective marketing strategies.

Institutional advertising is limited to advertising sponsored by a specific profit-seeking group.

A full-service retailer usually sells convenience products that people can purchase without any assistance.

Compared with personal selling, advertising, and sales promotion, expenditures for public relations usually are high in most firms.

Skimming is an effective strategy to use when products are distinctive or have little competition.