Gabrielle is the chief marketing officer of Boyd Pharmaceuticals. She is meeting with Trent, the chief financial officer to decide on the company’s marketing communications budget. They decide to trust in the prevailing collective wisdom of the industry as a whole, and not wanting to instigate a communications war, settle on spending only as much as their nearest market rival does on marketing communications. What method did Gabrielle and Trent use to arrive at the marketing communications budget?

Which of the following statements about the branding guidelines for a small business is true?

What is the trade-off in return for the benefits associated with an integrated multichannel marketing system?

Guarantees are most effective in two situations. The first is when the company or products are not well known. The second is when the product’s quality is ________ to competition.

If a prospective client does not want to buy from you because she feels the price is too high, you are facing an objection due to ________.

The hallmark of an optimal brand portfolio is ________.

Marketers usually identify niches by ________.

The least costly way of consumer-goods market testing is ________.

Which of the following is an example of a private carrier?

RX Corp. is a large manufacturer of electronic goods and sells its products through distributors and retailers. In order to keep pace with the growing use of the Internet, the company decides to start selling online. The company faces stiff opposition from its retailers as they believe that this will significantly reduce their profits. The company attempts to eliminate this resistance by offering its retailers commissions for processing and delivering orders received via the Web. This is an example of which of the following conflict resolution strategies?