Most marketing plans conclude with a section that indicates how the plan will be implemented

Even if sales of a brand extension are high and meet targets, the revenue may be coming from consumers switching to the extension from existing parent-brand offerings — in effect ________ the parent brand

A) diluting B) cannibalizing C) reinforcing D) eroding E) revamping

An increasing number of companies are considering their relationships with customers as financial assets. Such firms measure success by calculating the value of their ________

A) CRM B) VALS™ C) brand personality D) customer equity E) positioning