________ can work to the advantage of marketers with strong brands when consumers make neutral or ambiguous brand information more positive.

________ call(s) for the producer to establish a schedule of discounts and allowances that intermediaries see as equitable and sufficient.

LCH is a leading electronics company that produces and markets its own brand of desktop and laptop computers, for both individual consumers and businesses. During the planning process, LCH conducts a ________, which profiles all interactions customers in the target market may have with LCH, its computers, and its services.

In which of the following is a person performing the role of an approver?

Which of the following is a benefit of franchising for franchisees?

Which of the following marketing communications tools has the highest cost-effectiveness in the introduction stage of the product life cycle?

When a theater sells matinee movie tickets at low prices, it aims to shift some demand from the peak to the off-peak period. What is the strategy that the theater is said to be adopting?

An independent retailer using a central buying organization and joint promotion efforts with other retailers is part of a ________.

In 2006, Sara Lee spun off products that accounted for a large percentage of the company’s revenues, including its strong Hanes hosiery brand, so it could concentrate on its well-known food brands. In this example, Sara Lee is employing a ________ defense strategy.

The trade-off approach may be easier to use when there ________.