1. What impact do the different levels of brand loyalty (recognition, preference, insistence) have on the consumer buying process described in Chapter 12? 2. Why would a business use a "push" strategy...

1. What impact do the different levels of brand loyalty (recognition, preference, insistence) have on the consumer buying process described in Chapter 12?

2. Why would a business use a "push" strategy rather than a "pull" strategy?

3. Is publicity more or less available to small firms than to larger firms? Why?