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Firms with similar skills and resources form a partnership to reduce costs.

An advantage of celebrity testimonials is improved product recognition in a promotional environment filled with hundreds of competing 15- and 30-second commercials.

In a buyer partnership, the supplier must meet the unique needs of the purchaser in order to make the relationship successful.

Convenience of location is unimportant to a consumer who wants to buy a specialty product.

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.