A market nicher is considered to be a(n) ________ specialist if the firm specializes in producing a certain type of product or product feature such as Rent-a-Wreck, that rents only “beat-up” cars.

Randall Ringer and Michael Thibodeau see ________  as based on deep metaphors that connect to people’s memories, associations, and stories.

Which of the following is NOT one of the specific branding guidelines for small businesses?

The owner of supermarket chain Reynold’s has realized that customers want a wider variety of goods than is currently available. However, Reynold’s cannot afford the costs of storing excess inventory. Additionally, the owner is not willing to take the risk that the new products will remain unsold. Which of the following types of wholesalers can help Reynold’s meet customer demand while minimizing costs?

________ serve bulk industries such as coal, lumber, and heavy equipment, assuming title and risk from the time an order is accepted to its delivery.

According to the dynamic process model, two different types of expectations have opposite effects on perceptions of service quality. One of these is that ________ overall service quality.

Which of the following is a sales promotion tool that typically does NOT build brand image?

________ are unbranded, plainly packaged, less expensive versions of common products such as spaghetti, paper towels, and canned peaches.

________ brands are positioned with respect to competitors’ brands so that more important (and more profitable) flagship brands can retain their desired positioning.

The ________ market consists of schools, hospitals, nursing homes, prisons, and other institutions that must provide goods and services to people in their care.