A college education is an example of a pure product on the goods-services continuum.

Homeshoring enables firms to save on office space, furnishings, and supplies.

Supplies are also called MRO items.

​In level 1 of relationship marketing, purchasers on a company’s relationship marketing continuum receive specialized services and value-added benefits that may not be available from another firm.

Kroger, a popular milk brand, is a market leader in Denmark. About 30 percent of its sales and earnings take place outside its home country. Kroger can be regarded as a global brand.

Staples are convenience goods and services that consumers constantly replenish to maintain a ready inventory.

A brand name should give buyers the correct connotation of the product’s image.

The original owner of a brand name can claim exclusive rights to the name even when the brand name becomes a descriptive generic name for a class of products.

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

Many grocery chains require customers to have a membership card in order to receive sale prices or other discounts. These grocery chains are practicing database marketing.