A belief is a person’s enduring favorable or unfavorable evaluation, emotional feeling, and action tendency toward some object or idea.

Shrinking the amount of product instead of raising the price is a good way to counteract consumer resistance to price increases.

In buying alliances, participants offer to trade goods or services.

The use of media may require international adaptation because media availability varies from country to country.

The buying process starts when the buyer decides to, or enters, a store or service provider’s facility.

Coors brand slogan “Turn it loose” translated into Spanish was interpreted as “suffer from diarrhea,” which is an example of why marketers may need to change brand elements when they launch products and services globally.

The US government often uses Dutch auctions to procure supplies.

In a price-war trap, higher-priced competitors match the firm’s lower prices but have longer staying power because of deeper cash reserves.

Corporate credibility depends on corporate expertise, corporate trustworthiness, and corporate likability.

If Kellogg’s offered different varieties of breakfast cereals in India as compared to Australia, and also positioned its products differently in the two countries, then Kellogg’s would be engaging in dual adaptation.