“Toughies” are old school buyers who pit sellers against one another.

In first-degree price discrimination, the seller charges less to buyers who purchase in larger volumes.

Brand associations  consist of all brand-related thoughts, feelings, perceptions, images, experiences, beliefs, attitudes, and so on that become linked to the brand node.

Services account for nearly 40 percent of global trade.

When PepsiCo sold its cola syrup to Russia for rubles and agreed to buy Russian vodka at a certain rate for sale in the United States, it was engaged in the form of countertrade known as an offset.

One of the forms of solution selling is to provide solutions to enhance customer revenues.

Sigmund Freud assumed that the psychological forces shaping people’s behavior are largely unconscious, and that people cannot fully understand their motivations.

Total costs consist of the sum of the fixed and the variable costs for any given level of production.

Because of selective retention, we are likely to forget about the good points of competing products.

A prime contractor provides a turnkey solution, so-called because the buyer only has to turn one key to get the job done.