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The number and size of the market segments chosen by a firm must match its marketing capabilities.

A life insurance salesperson explaining the benefits of a policy to both husband and wife in a two-income family is perceiving the adoption of the policy to be a syncratic purchase decision.

A firewall is an electronic barrier between a company’s internal network and the Internet that limits access into and out of the network.

The buying behaviors exhibited by members of the different classes are homogeneous and exclusive.

The size and organizational form of the marketing research function is usually independent of the structure of the company.

Detergent packets purchased by a leading laundry service are considered business products.

The choice between secondary and primary data is tied to cost, applicability, and effectiveness.

Prior to the 1930s, most of the marketing research involved gathering written testimonials from purchasers of firms’ products.

Observation is a useful technique to collect primary data for marketers trying to understand how consumers behave in certain situations.

The private key in the Secure Sockets Layer (SSL) technology is used to encrypt information.