Marketers rarely encounter differences among members of a target group, as they segment potential consumers into homogeneous groups.

All Hispanics speak the single universal form of Spanish.

One of the main goals of internal marketing is to keep the employees informed about corporate goals, strategies, and customer needs.

A need is an imbalance between the consumer’s actual and desired states.

Phishing involves the use of authentic-looking email or pop-up messages to get unsuspecting victims to reveal personal information.

Although the United States runs a continuing trade deficit in services, it has maintained a trade surplus in goods since 1992.

Researchers usually spend less time and money in gathering primary data compared to secondary data.

Brand recognition is the ultimate stage in brand loyalty that leads consumers to refuse alternatives and search extensively for the desired merchandise.

The information gathered by an outside marketing research firm is often more thorough and accurate than that collected by in-house staff.

The classification system for business products emphasizes customer buying behavior rather than product uses.