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Members of Generation Y gravitate to activities that provide constant entertainment and immediate gratification.

​Interactive television delivers valuable data on real consumer behavior and attitudes toward brands.

Market leaders are more likely to engage in comparative advertising than new entrants.

Consolidated metropolitan statistical areas (CMSA) are limited to the same state, making it difficult for marketers to tap into similar product-use patterns among populations in neighboring states.

Customer satisfaction can be measured in terms of the gaps between what customers expect and what they perceive they have received.

Some of the motives for firms to enter into partnership are warding off threats of future competition, raising or creating barriers to entry, and learning new skills.

Households with two wage earners are more likely than others to make joint purchasing decisions.

Frequency marketing programs are promotional efforts sponsored by organizations that solicit involvement by individuals who share common interests and activities.

Companies focus on building loyal relationships with existing customers as retaining customers costs must less than acquiring new ones.

The interactions at the first level of relationship marketing are most likely to lead to a long-term relationship.