An IMC strategy helps marketers create a unified personality for the product or brand by choosing the right elements from the promotional mix to send the message.

Culture is the broadest environmental determinant of consumer behavior.

Directing consumers to a specific landing page for a marketing campaign, rather than the company’s home page first, helps potential consumers to participate in a conversation with the marketers.

A hotel purchases towels for use in its rooms. In this context, these towels will be considered business products.

Setting clear goals helps everyone involved in the marketing campaign to aim their efforts in the right direction.

Penetration pricing is often used in a market in which a new product is likely to face strong competition when introduced.

Increased competition in the marketplace forces an innovative company to bring down the price of a product even lower than its eventual level under a nonsequential skimming procedure.

The pricing strategies seldom influence consumer perceptions of a retailer.

A dinner at an exclusive restaurant is a pure good.

Firms can receive trademark protection only for the brand name and brand mark and not for the product features or packaging elements.