The buyer and seller exchanges in transaction-based marketing are characterized by limited communications and little or no ongoing relationships.

A major advantage of advertising is the ease of measuring advertising effectiveness.

Internet security software that requires periodic updates and annual product upgrades is considered a pure service on the goods-services continuum.

Often, the desirability of partnering in the business market is based on the fact that each firm brings to the partnership something the other needs but cannot provide on its own.

Successful internal marketing efforts create satisfied employees who spread positive word-of-mouth messages to relatives, friends, and acquaintances.

A brand is said to have high relevance if a large number of consumers feel the need for the benefits offered by the brand.

Rebates are usually granted to customers by retailers.

A small service agency is trying to assess clients’ view of the quality of service over the past year. If the company has had 1000 clients over the past 12 months, then all 1000 clients constitute the population considered for the survey.

A brand name must qualify for legal protection.

Core regions are locations where marketers get majority of their sales.