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Questions and Answers
Brand mantras typically are designed to capture the brand's points-of-________, that is, what is unique about the brand.
A store selling expensive artwork and luxury goods typically falls into the ________ group with respect to margins and volume.
If a consumer is shopping for a smartphone, all the smartphone options available in the market—whether a consumer knows about them or not—is called the ________ set.
Many firms have decided to raise fees and lower service for those customers who barely pay their way and to coddle big spenders to retain their patronage as long as possible. This is an example of organizing customers by ________.
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Joe is a computer service technician. People in his neighborhood usually depend on his suggestions for purchasing any computer accessory or hardware, as they believe that he has access to far more information on computer technology than the average consumer. The neighbors are also aware that Joe has the required knowledge and background for understanding the technical properties of the products. Within this context, Joe can be called a(n) ________.
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A positioning statement clearly articulates the offering's target customers and the ________ that will provide customers with a reason to choose the company's offering.
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Which of the following statements about marketing is true?
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A(n) ________ is a gathering of 6 to 10 people carefully selected by researchers based on certain demographic, psychographic, or other considerations and brought together to discuss various topics of interest at length.
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What is the ultimate outcome of relationship marketing?
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Which of these is the simplest way for a company to get started in international marketing?
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