When a pharmaceutical company develops a new medication, it typically applies for a patent in order to prevent competitors from developing copycat products for several years. Pharmaceutical companies apply for patents to establish

Which of the following factors, listed in a situation analysis for a major U.S. auto manufacturer, is the best example of a threat?

The marketing manager at Sunshine Car Washes is holding a training session for new employees. She stresses that perhaps the most important concept of modern marketing is ________.

The shift of population from the Rust Belt in the North to the Sun Belt in the South and Southwest will likely

After major hurricanes like Katrina, many ethical home repair and building supply businesses continue to charge pre-hurricane prices to their customers, even though due to the huge increase in demand they could charge much more. These firms probably recognize that

Suppose your university made a sizable investment in its career services—additional counselors, increased efforts to bring in recruiters, and other services aimed at helping students find jobs. This investment would enhance the university’s ________ in an attempt to create value for students and recent graduates.

In 2066, Ford Motor Company announced it would severely cut back its automobile production. For parts companies supplying Ford its parts, this represented a(n)

In 2016, Walmart announced that it would begin selling organic food products. In doing so, Walmart was most likely trying to

In recent years, cellular (mobile) service providers have worked hard to eliminate “dead zones,” providing customers with service wherever they traveled. By working to make the network available in more locations, cellular service companies were focusing on ________ value creation.

Ryan knows that one of the goals of value-based marketing is to provide greater value to consumers than competitors offer. To accomplish this goal, Ryan’s firm must look at everything it does