Most firms have a resource base that is composed primarily of valuable but common resources and capabilities, some of which are essential if a firm is to gain competitive parity

When marketers want to promote their products and services through word-of-mouth marketing programs, they typically begin by ________

A) pushing one-way commercials at customers B) identifying and targeting late adopters C) developing print and radio advertisements D) generating person-to-person brand conversations E) withdrawing from online social networks

Which of the following is considered in designing a dividend policy that is favorable to wealthy owners?

A) the tax status of the firm's owners B) the political risk of the firm C) the liability of the firm's owners D) the reinvestment risk of the firm