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Citibank offers an opportunity for credit card customers to transfer balances from competitive cards and pay low financing for a six-month period. After the introductory period is over, the rate will increase to the normal interest rate. Citibank’s strategy is to penetrate the market and obtain increased market share.

Antrix Corporation is a marketing research firm that specializes in data collection in shopping malls. This information indicates that Antrix Corporation is a full-service research supplier.

Buyer–seller relationships between companies involve working together to provide advantages that benefit both parties.

Affinity marketing programs focus on creating extra value for consumers.

The service department of an automobile firm calls its customers regularly after service to check the performance of the car. This is an example of the first level of interaction in relationship marketing.

Brand recognition is the ultimate stage in brand loyalty that leads consumers to refuse alternatives and search extensively for the desired merchandise.

Marketing cost analysis is most useful when it provides information linked to other forms of marketing research.

The cost of acquiring a new customer is equivalent to that of retaining a loyal customer.

When H&C Research Corporation wanted to test the popularity of a new flavor of ice cream, they selected a number of U.S. cities as test sites, and then randomly selected supermarkets within those cities as trial vendors. This is an example of quota sampling.

Brands with high equity often command comparatively large market shares.