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   a. Segmentation
   b. Positioning
   c. Image/Personality
   d. Branding
   e. Marketing mix

   a. Campaign orientation
   b. Pre-testing
   c. Post-testing
   d. Disaster check
   e. Web site evaluation

   a. Brainstorming (idea generation)
   b. Product, concept, and name testing
   c. Market testing
   d. Packaging testing
   e. Price-point testing

   a. Notoriety
   b. U & A (uses and attitudes)
   c. Satisfaction
   d. Effectiveness measurements
   e. Brand equity and identity