For a market challenger, attacking ________ is a high risk but potentially high payoff strategy, which also allows it to distance itself from other challengers.

One common difficulty in creating a strong, competitive brand positioning is that many of the attributes or benefits that make up the points-of-parity and points-of-difference are ________.

Identify the first step in the workload approach to establish sales force size.

An Internet service provider (ISP) is a(n) ________ company.

A ________ offering consists of two parts: a naked solution and discretionary options.

Brand ________ are short, three- to five-word phrases that capture the irrefutable essence or spirit of the brand positioning and ensure that the company’s own employees understand what the brand represents.

Customers who view a service as homogeneous ________.

The ________ of the product mix refers to how closely related the various product lines are in end use, production requirements, distribution channels, or some other way.

One of the possible objectives of marketing communications is helping consumers evaluate a brand’s perceived ability to meet a currently relevant need. Which of the following relevant brand needs is most likely emphasized by an advertisement for a luxury car?

Hewlett-Packard is a highly respected brand. Many retailers want to be associated with the brand because of this reputation. What kind of power does Hewlett-Packard obtain due to this reputation?