Both vendors and retailers use the strategy of category management.

A manufacturer’s list price must incorporate the costs incurred by channel members in performing required marketing functions and expected profit margins for each member.

A trademark is different from a trade name, which is usually used to identify a company.

When an organization employs an integrated approach to marketing, it risks sending conflicting information that confuses consumers.

Installations’ marketers typically focus their promotional efforts on employing highly trained sales representatives, often with technical backgrounds.

Retailers such as Walmart achieve everyday low pricing by negotiating better prices from suppliers and by cutting their own costs.

The process of discussing a marketing problem with informed sources both within and outside the firm and examining information from secondary sources is known as test marketing.

List price is the amount the consumer actually pays for a product.

Marketing researchers must remember to direct their reports toward management and not to other researchers.

Branding helps firms build and maintain identity and competitive advantage for their products.