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Improved product quality and superlative customer service can help a company gain a competitive advantage in the marketplace.

Opinion leaders are the first consumers to try new products and then share their experience by word of mouth.

Marketers rarely encounter differences among members of a target group, as they segment potential consumers into homogeneous groups.

Consumer behavior refers to the process through which ultimate buyers make their purchase decisions.

Majority-minority counties are places where more than half the population is a single racial or ethnic group other than non-Hispanic white.

Typically, a single marketing mix strategy attracts all sectors of a market.

The group born between 1968 and 1979, now generally in their early 30s to early 40s are referred to as Generation Y.

Most online shoppers who start with search engines do so because these provide the greatest amount of information about products and companies.

A reference group’s influence on the purchasing decision of a member is often greater when the product is more conspicuous and not commonly owned.

Social media marketing seeks to control the content and message received by the audience.