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Chapter 9. Marketing Possessives > Activity A. Language Arts Recall

Activity A. Language Arts Recall

Possessive Case

Possessive words indicate ownership.

Example:the customer's needs (the needs of a customer) the manager's report (the report of the manager; the report belonging to the manager)


A possessive word is a noun and may be a person, place, or thing. It may be singular (one person, place, or thing) or plural (two or more persons, places, or things).

Example: company's product (singular)

consumers' lifestyles (plural)

Ramon's store (singular)


Singular and Plural Nouns

Rule 9.1:

Form the possessive case of a regular singular noun that does not end in “s” by adding an apostrophe plus “s” ('s). This rule also applies to plural nouns that do not end in “s.”

Examples: buyer's territory (s)

child's toy (s)

manager's policy (s)
men's clothing (pl) children's toys (pl)


Rule 9.2:

Form the possessive case of a singular noun that ends in “s” by adding only an apostrophe. However, if an additional syllable is pronounced after the “s,” then add an apostrophe plus “s” ('s).

Examples: The Hastings' plan
 business'sboss'sJones's
 (Note: A new syllable is formed in pronunciation; therefore, add 's.)


Rule 9.3:

Form the possessive case of a plural noun that ends in “s” by adding an apostrophe after the “s.”

Examples: customers'buyers'businesses'


Compound Nouns

Rule 9.4:

If the compound noun does not end in “s,” add an apostrophe plus an “s” ('s). Form the possessive of a compound noun that ends in “s” by adding only an apostrophe.

Examples: vice president's office (office of the vice president) vice presidents' meeting (meeting of the vice presidents [pl.]) sister-in-law's gift (gift of the sister-in-law) sisters-in-law's gifts (more than one sister-in-law; therefore, form the plural of the word first and then add 's at the end of the compound noun)

Joint Ownership and Separate Ownership

Rule 9.5:

To show joint ownership (ownership of the same thing by two or more persons), add an apostrophe plus an “s” to the last person's name. Ordinarily, if the name ends in “s,” add only an apostrophe.

Examples: Carmen and Rosa's boutique shop (Both women own the shop.)

Frank and Joe's company (Both men own the same company.)

Rule 9.6:

For individual ownerships, add an apostrophe plus an “s” after each of the names.

Example: Lisa's and Mario's pet shops are located in the South. (two pet shops, each separately owned)

Personal Pronouns

Rule 9.7:

Do not use apostrophes in the possessive form of personal pronouns.

Example: his, his; her, hers; your, yours; our, ours; their, theirs; its, its

Note: “It's” is a contraction meaning “it is.”


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