A brand ________ can be defined as any information-bearing experience a customer or prospect has with the brand, the product category, or the market that relates to the marketer’s product or service.

A company can be said to have used ________ if the company distinguished among customers buying on the basis of price, service, and quality.

Betty Crocker cake mixes using Hershey syrup in its mixes and “Lunchables” lunch combinations with Taco Bell tacos are examples of what special type of branding?

All of the following are benefits of following the ________ approach to target market selection: a strong knowledge of the segment’s needs, a strong market presence, operating economies through specializing in production, distribution, and promotion.

When Apple introduced the iPod in October, 2001, it was the first-of-its-kind product that offered sizable storage capacity for songs and a portable device that was not seen before in the market. Which of the following is most likely to have been the marketing communications objective for the iPod at the time of its introduction?

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 ________.