When “petroleum” companies such as BP sought to recast themselves as “energy” companies, increasing their research into the oil, coal, nuclear, hydroelectric, and chemical industries, these companies were employing a ________ defense strategy.

Companies that aim to ________ strive to be affordable luxuries.

If you performed the role of the ________ in a buying center, you would be the person that has the power to prevent sellers or information from reaching other members of the buying center.

Which of the following tools or combinations of tools is most influential at the comprehension stage of buyer readiness?

According to the BrandAsset ® Valuator model, which of the components of brand equity measures the breadth of a brand’s appeal?

Along which of the following parameters should marketers evaluate communication options when building brand equity?

Jose and Erika have just divorced. Which of the following demographic segmentation subsegment formats might be used by marketers to reach Jose or Erika?

Which of the following causes a difference between marketing in developed countries and marketing in developing countries?

Which of the following activities is a reverse-flow channel of marketing?

A company uses sales representatives for selling the company’s more complex and customized products to large accounts, while using inside salespeople and Web ordering for low-end selling. Which of the following describes the company’s sales force best?