Career counseling session is an example of a pure service on the goods-services continuum.

A full-service research supplier is a marketing research organization that performs all the steps in the marketing research process for a client.

Psychographic segmentation is the most common method of market segmentation.

Retail convergence results in blurring of distinctions between types of retailers and the merchandise mix they offer.

Increased competition in the marketplace forces an innovative company to bring down the price of a product even lower than its eventual level under a nonsequential skimming procedure.

The first step in the marketing research process is to conduct exploratory research, and then use the information to define the problem.

The target audience for a social media marketing campaign depends on the goal of the marketing effort.

Maria sees an ad for a new service offered by the U.S. Postal Service to make shipping packages easier during the holidays. This ad is an example of institutional advertising.

The success of any IMC program depends on identifying the members of an audience and understanding what they want.

Controlling demand for a new product through the skimming strategy could save a company from dissatisfied customers by matching supply to the demand.