Points-of-parity (POPs) in brand positioning practice are important because they:

Kawasaki’s “make meaning” framework for entrepreneurship includes all of the following:

Making ethical marketing decisions is key to your success in the field. Staying true to those standards takes work. The “professional ethic” is defined as:

Airline seats, like most services, are a highly perishable inventory. How can airlines best maximize their profits?

A B2B study comparing sellers who win vs. finish second found that winners succeed because they can use a selling process that is dramatically different from the second place finishers because they are able to:

Specialty products (Ferrari, Steinway) are best sold using:

Many low-involvement purchases become habitual, meaning consumers do not actively evaluate alternatives every time (e.g., the same toothpaste, the same sports drink, the same detergent). Because habits are hard to disrupt, marketers often use multiple tools to “break” the routine and prompt trial of a new brand. Marketers attempt to disrupt habitual buying with:

Klipsch sells the Klipsch Bar Soundsystem to RC Willey at $282; and RC Willey retails the item at $537. RC Willey’s percent margin is:

You forget many of Tesla tech features but remember the 0–60 performance. This is:

Cotopaxi’s Questival used an immersive challenge experience to build attention, community, and story. This is an example of: