According to Ries and Trout, Cadbury suffered from ________ when the company allowed its brand to become diluted by putting their name on such variants as mashed potatoes, powdered milk, and soups, apart from chocolates and candies.

During the ________ stage of a product’s life cycle,  sales show a downward drift and profits erode.

Companies may wish to implement a(n) ________ to achieve more growth, to realize higher margins, or simply to position themselves as full-line manufacturers.

A firm that serves small market segments that are not being served by bigger firms is known as a market ________.

Premiums, as a consumer promotion tool, are defined as ________.

Which of the following is true about market nichers?

________ is an advertising timing pattern that calls for advertising during a certain period, followed by a period with no advertising, followed by a second specific period of advertising activity.

Existence of gray markets leads to which of the following outcomes?

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.

With respect to the “six brand building blocks,” brand ________ describes the relationship customers have with the brand and the extent to which they feel they’re “in sync” with it.