If a middle manager buys a Audi automobile because several top executives in the firm own Audis, this demonstrates the influence of membership groups.

Advertising is an important component in the marketing mix for accessory equipments.

Fears of product tampering have forced many firms to improve package designs.

A product’s package color, size and label shapes are all part of its trade dress.

Automobile manufacturers and food processing companies segment a particular geographic region based on the same factors.

The buyer and seller exchanges in transaction-based marketing are characterized by limited communications and little or no ongoing relationships.

A major advantage of advertising is the ease of measuring advertising effectiveness.

Internet security software that requires periodic updates and annual product upgrades is considered a pure service on the goods-services continuum.

Often, the desirability of partnering in the business market is based on the fact that each firm brings to the partnership something the other needs but cannot provide on its own.

Successful internal marketing efforts create satisfied employees who spread positive word-of-mouth messages to relatives, friends, and acquaintances.