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According to BrandAsset ® Valuator model, esteem and knowledge, the two pillars of brand equity together create brand ________, a “report card” on past performance and a current indicator of current value.

Most products are established at one of four performance levels: low, average, high, or superior. For example, mountain bikes come in a variety of sizes and physical attributes. When a consumer purchases a mountain bike costing $1,000, he or she expects the bike to perform to specifications and to have a high ________, meeting the promised specifications.

Aisha is a marketing manager with Injoos, a company that manufactures packaged fruit juices. Knowing that several other companies exist in the market that offer similar products, Aisha decides to build a customer base from among those who prefer to avoid mass media and other targeted promotions. Which of the following marketing communications tools would be her best option to build a favorable impression among the prospective customers?

According to the BRANDZ model of brand strength, brand building involves people progressing through a sequential series of steps. Which of these steps convey the message “Nothing else beats this brand”?

In ________, a salesperson goes to the home of a host who has invited friends, demonstrates the products, and takes orders.

According to PRIZM, the ________ cluster is characterized by educated, midscale, and multiethnic, urban couples in America’s fast-growing cities. Concentrated in a handful of metropolitan areas such as Las Vegas, Miami, and Albuquerque, these households feature older home owners, empty nesters, and college graduates.

In which of the following cases is building a database worthwhile for the company?

Which of the following is true about industrial buying decisions?

The first step in estimating demand is to ________.

A jobber in a three-level marketing channel is a(n) ________.