American Express’ “World-Class Service, Personal Recognition,” Mary Kay’s “Enriching women’s lives,” Hallmark’s “Caring Shared,” and Starbucks’ “Rewarding Everyday Moments” are examples of brand ________.

Companies typically start their international foray with ________, which involves working through independent intermediaries who sell their products abroad.

A ________ error occurs when the company dismisses a good idea.

________ 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?