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A customer ________ is any occasion on which a customer encounters the brand and product—from actual experience to personal or mass communications to casual observation.

________ data are data that were collected for another purpose and already exist. 

The ________ is based on the difference between benefits the customer gets and the costs he or she assumes for different choices.

Value refers to the ratio of the bundle of benefits a customer receives from an offering compared to the costs incurred by the customer in acquiring that bundle of benefits. 

A local service company has decided to segment its market based on occupation; therefore, it has chosen a form of demographic segmentation for its approach.

In Walt Disney’s Magic Kingdom, customers can visit a fairy kingdom, a pirate ship, or even a haunted house. In this context, Disney is marketing a(n) _______. 

In a marketing plan, a description of the economic environment would be found in the _____________.

If you mistakenly undo an action, you correct your mistake by clicking the Undo button.

Exit Word by displaying the View tab and then selecting Close.

To select a paragraph, you triple-click the paragraph.