To meet the ________ criterion of useful market segments, it must be possible to formulate effective programs for attracting and serving the segments.

Gabrielle is the chief marketing officer of Boyd Pharmaceuticals. She is meeting with Trent, the chief financial officer to decide on the company’s marketing communications budget. After extensive discussions, they decide that the size of the budget will be calculated as a fraction of the overall turnover. What method did Gabrielle and Trent use to arrive at the marketing communications budget?

Praxair Limited is a supplier of synthetic graphite to a number of electrode manufacturers in the United States. Its customers have shifted their ordering responsibilities to Praxair and the company regularly monitors its customers’ inventory levels and has taken responsibility for replenishing the supplies automatically through continuous replenishment programs. Which of the following systems do Praxair and its customers follow with respect to order-routine specification?

Which of the following is a benefit of product mapping?

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 is an example of a problem question?

Consumer surveys suggest that one of the most significant inhibitors of online shopping is the absence of ________.

The typical approach to positioning is to inform consumers of a brand’s category membership before stating its point-of-________.

According to the hierarchy-of-effects model, which of the following corresponds to the affective stage that a buyer passes through?

If a brand is developing an offering with multiple frames of reference, which of the following is NOT advisable?