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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.

A college education is an example of a pure product on the goods-services continuum.

A quota sample differs from a stratified sample, as in a quota sample, researchers select subsamples by some random process.

Category killers are invulnerable to competition because of the huge selections they offer in different product lines.

​At the third level of relationship marketing, buyer-seller relationships are transformed structurally into business partnerships.

Chain stores usually obtain merchandise at lower prices from manufacturers compared to their independent rivals.

A dentist provides pure service.

Skimming pricing strategies are also known as “market-plus pricing.”