Customer awareness, interest, product trial, and customer satisfaction and dissatisfaction, along with perceptions of relative product quality, service quality, and customer value, all serve as forward-looking marketing metrics

Which of the following is not one of the steps involved in the "formulating the problem" step in discriminant analysis?

A) convert the dependent variable into categories B) divide the sample into analysis and validation samples C) estimate the discriminant function coefficients D) repeatedly conduct the validation of the discriminant function

Which of the following is NOT a technique used in integrated marketing communications?

A) product placement in movies and TV shows B) celebrity spokespersons C) third-party sponsorship D) sponsorship of sporting events