Your roommate refuses to get a smartphone, no matter how many cool apps you show him or how many times you explain all the ways its helps you manage your life and your studies. What type of consumer does he represent in the Rogers or Moore models of adoption?

Another term for customer lifetime value is ________.

To compete with American Express’s reputation for exclusivity, how did Visa attempt to achieve competitive parity?

A weak “lowest common denominator” brand position usually results from:

The search for ________ is the starting point of new-product development.

Which stages of the stage-gate framework typically require the greatest financial and operational investment from a company?

Why do marketers often use specific images, phrases, and music when targeting specific generations?

Your company’s latest ad appears on a popular news website surrounded by many competing ads. In the macro model of communication, what do these other ads represent?

Depending on the needs of customers, an offering can create value across three domains: ________, psychological, and monetary.

Vladimir Putin referred to which of the following as the “greatest geopolitical disaster of the 20th century”?