Which of the following is an advantage of using the percentage-of-sales method to determine the marketing communications budget?

Which of the following factors forms the basis of assessing sponsorship activities through supply-side methods?

A low price buys market share but not market loyalty. The same customers will shift to any lower-priced product that may come along. This is called the ________ trap.

Premiums, as a consumer promotion tool, are defined as ________.

Product adaptation involves ________.

Mark feels that Shell delivers on its promises to supply the best gasoline possible to the public. His experiences with Shell have always been good resulting in positive brand contact. Mark is most likely experiencing brand ________.

A job-shop specialist ________.

When Tommy Hilfiger was an unknown brand, advertising announced his membership as a great US designer by associating him with Geoffrey Beene, Stanley Blacker, Calvin Klein, and Perry Ellis, who were recognized members of that category. Tommy Hilfiger conveyed the brand’s category membership by ________.

If a producer wants to achieve rapid market penetration through a low-price policy, while a dealer wants to work with high margins to pursue short-run profitability, the source of the channel conflict is ________.

If Jose is describing chip processing speeds and memory capacity, he is describing the ________ of his firm’s offering in the FABV approach.