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“Positioning”:

Whenever Donald calls on potential pest control customers, he emphasizes the fact that, unlike the national franchise competitors, he is a local business person and has been in business over twenty years. Donald is _______________ his business relative to his competition.

Customer loyalty is an important method of:

VideoAdvantage.net is a small company that rents DVD movies by mail using the Internet. It jumped into an industry where there were no firm leaders but lots of competitors and established a loyal clientele by seizing the opportunity to provide a service that was not available through other companies that rented movies over the Internet—reliable overnight shipment. Its delivery system created its

_______________ involves defining the firm’s marketing mix variables so that target customers have a clear, distinctive, and desirable understanding of the firm’s offerings relative to competitors’ offerings.

Which of the following is a challenge in which business marketers differ from the consumer marketers?

Wrigley recently introduced a new flavor of Orbit brand sugar free chewing gum—mint mojito. The introductory price was low so that it would create loyal customers for the flavor quickly. In this example, Wrigley is using

The Speed Cycle Shop bought 3 motorcycles for $2,100, and sold each one for $1,000. The markup percent was:

During the growth stage of the product life cycle, promotional expenditures are made to stimulate consumer desire for a specific brand due to increased competition. The consumer desire that is stimulated is referred to as _____ demand.

A mother of two toddlers would most likely use an internal search or prior experiences when purchasing