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As Ben manages communications for his company’s watch brand, which has reached the decline stage in the product life cycle, which of the following marketing communications mix tools is he most likely to continue?

Guarantees are most effective in two situations. The first is when the company or products are not well known. The second is when the product’s quality is ________ to competition.

Which of the following is NOT a weakness of a customer equity perspective (relative to a brand equity perspective)?

________ is a slowdown in sales growth because the product has achieved acceptance by most potential buyers.

Marketers usually identify niches by ________.

________ is a consumer promotion tool that involves inviting prospective purchasers to try the product without cost in the hope that they will buy.

Premiums, as a consumer promotion tool, are defined as ________.

When a symphony orchestra targets people who have broad cultural interests, rather than only those who regularly attend concerts, the orchestra is targeting ________.

Benz & Frendz Corp., a manufacturer of high end consumer durables, experienced sluggish sales growth in most of its product categories during three consecutive quarters of 2009. However, market analysis revealed that its competitors’ sales had also slackened during this period. Analysts pointed out that when all firms are losing sales, it is extremely important to adopt strategies that are aimed at retaining customers. This led the firm to reduce operation costs while maintaining product quality. They also revamped their marketing strategy to focus on the values created by their products. Which of the following can be inferred from the strategies adopted by the firm?

General Motors’ executives work for a short time in some dealerships, and some dealership owners work in GM’s dealer policy department. This strategy helps the company avoid conflicts with its dealers. This is an example of the ________ strategy.