The original owner of a brand name can claim exclusive rights to the name even when the brand name becomes a descriptive generic name for a class of products.

Syncratic role is seen when partners independently make an equal number of purchase decisions.

The size and organizational form of the marketing research function is usually independent of the structure of the company.

Marketers can use grassroots marketing approach to develop long-lasting, individual relationships with loyal customers.

Prior to the 1930s, most of the marketing research involved gathering written testimonials from purchasers of firms’ products.

Sales promotion provides a long-term incentive to emphasize, assist, supplement, or otherwise support the objectives of the promotional program.

Market leaders are more likely to engage in comparative advertising than new entrants.

The state of North Carolina established a website where governmental departments could invite bids from participating suppliers for supplying goods and services. This is an example of e-procurement.

The basic core values of a culture are highly dynamic and flexible.

Many grocery chains require customers to have a membership card in order to receive sale prices or other discounts. These grocery chains are practicing database marketing.