________ defense involves occupying the most desirable market space in the minds of the consumers and making the brand almost impregnable.

________ refers to data, information systems, and advice services that the seller offers to their buyers.

________ are products such as the Mercedes Benz C-class and the American Express Blue card, that extend historically high-priced brands down-market while retaining their cachet.

________ are associations designed to overcome perceived weaknesses of the brand.

Customers today want separate prices for each service element, and they also want the right to select the elements they want. Customers are said to be pressing for ________ services.

Which of the following marketing communications tools is most effective at influencing customers at the conviction stage of buyer readiness?

Which of the following types of power is objectively observable?

As part of an antismoking crusade, the American Legacy Foundation hires teens as the “Truth Squad” to hand out T-shirts, bandanas, and dog tags at teen-targeted events. The American Legacy Foundation is using ________ to reach Generation Y.

Brand personality analysts identified the popular music channel MTV as daring, spirited, and highly imaginative. As per Jennifer Aaker’s research, which of the following brand personality traits best suits MTV?

Brown & Smith Inc. engages in the design, development, making, and retail selling of designer jewelry in North America. Before approving a new design, the company draws it on a computer and then produces models to show potential consumers and get their reactions. This allows the company to analyze the possible customer reaction. Identify the concept testing method used here.