Brand loyalty is
a. the optimization of consumer utility through a brand image.
b. the repeat purchase of a brand because of habit.
c. a reduction of cognitive processes through low-effort brand retrieval.
d. also known as affective purchasing.
e. the repeat purchase of the brand because of a conscious evaluation.
Question 2
National, or key, account management provides a mechanism for responding to which of the following dimensions of customer complexity?
a. Operating unit dispersion of customer purchasing activities (e.g., several divisions within a company that operate with some degree of autonomy).
b. Geographical dispersion of customer buying points.
c. Functional dispersion of customer buying influences-the involvement of two or more functional units in the purchasing process.
d. all of the above.
e. (a) and (b) only.
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