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Aromas Inc. introduced a new line of shower gels. To analyze consumer reaction, the company interviewed people who bought them. When Sarah was asked why she had chosen the new shower gel, she said she bought it because a friend recommended it. Sarah is at which level of the BrandDynamics Pyramid?

Which element of a brand story framework do Randall Ringer and Michael Thibodeau relate to the authenticating voice, metaphors, symbols, themes, and leitmotifs?

The trade-off approach may be easier to use when there ________.

Which of the following types of differentiation refers to companies effectively designing their distribution medium’s coverage, expertise, and performance to make buying the product easier and more enjoyable and rewarding?

The ________ market consists of schools, hospitals, nursing homes, prisons, and other institutions that must provide goods and services to people in their care.

Which of the following describes the public relations function of lobbying?

Jason is a technology enthusiast who is happy to conduct alpha and beta testing and report on early weaknesses of consumer electronics products. He is most likely to fall in the ________ adopter category.

In IBM’s BANT acronym, A stands for ________.

A consumer tells another consumer, “Every time I eat at Big Bill’s Steakhouse, I get poor service.” Whether this is true or not, it is the consumer’s perception. This is an example of consumers basing future predictions on the quickness and ease with which a particular example of an outcome comes to mind. This scenario would be an illustration of the ________ heuristic.

________ was originally pioneered by Japanese firms such as Toyota to produce goods with minimal waste of time, materials, and money.