Marketers typically focus on brand ________ in choosing the points-of-parity and points-of-difference that make up their brand positioning.

A ________ error occurs when the company dismisses a good idea.

A new firm typically starts as a local operation selling in a fairly circumscribed market by ________.

The ________ rates the various elements of the service bundle and identifies required actions.

________ are products such as the Mercedes Benz C-class and the American Express Blue card, that extend historically high-priced brands down-market while retaining their cachet.

________ are associations designed to overcome perceived weaknesses of the brand.

What is the major difference between a conventional marketing channel and a vertical marketing system (VMS)?

The key to perceived-value pricing is to ________.

Which of the following is a step in the straight rebuy buyclass?

Which of the following is a disadvantage of using magazines as an advertising medium?