2. The core dimensions that define relationship equity and inter-firm exchange are: a. Business to business relationships. b. Business to consumer relationships. c. Relationship quality. d. Relationship breadth. e. Relationship composition. f. B and F. g. C, D and E. 17. What are the three pillars of strategic market planning? a. Customers, company, competitors. b. Customers, company, sellers. C. Competitors, marketers, customers. d. Brands, customers, competitors e. Market positioning, competitors, brands. f. Brands, market positioning, customers. The threat of substitute products can occur when: a. The industry experiences price increases. b. Relationship marketing strategies have not been implemented. C. Brand switching is common. d. New innovators make existing product concepts redundant. e. Branding is lacking. f. Both C and E. 1. Which definition best describes the function of marketing strategy: a. Identifying, anticipating and satisfying customer requirements for profitability. b. Building long-term relationships and ensuring repeat purchase. c. Providing the best goods/services at economical prices. d. Allocating resources on optimal opportunities to increase sales and achieve competitive advantage. e. Profitable sales through meeting consumer needs. f. Conducting marketing research to anticipate customer needs