A(n) _____ refers to brands where at least one third of the product is sold outside the home country.
A. evoked set
B. global brand
C. equity brand name
D. master brand
E. ethnocentric trademark
Answer: B
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Recognizing that some people eat cereal because of its nutritional value, some people eat cereal because it is easy to prepare, and some eat cereal because it tastes good is part of the ________ process
A) perceptual map B) segmentation C) customerization D) differentiation E) positioning
Which of the following statements is true of secondary data?
A. Getting information through secondary data is time-consuming. B. Secondary data will not fit the research problem exactly. C. A specific answer to a research problem will be possible using secondary data alone. D. Secondary data are relatively more expensive. E. Secondary data are current.
All of the following statements characterize the traditional personal selling approach EXCEPT:
A. Traditional selling focuses on closing sales. B. Traditional selling uses short-term follow-ups that focus on product delivery. C. Traditional personal selling takes a team approach to the account. D. Salespeople sell products not advice and assistance. E. Proposals and presentations used emphasize pricing and product features.
Which of the following is true of corporate advertising?
A. It fails to effectively position a firm. B. It is highly effective in promoting organizations. C. It fails to take advantage of the benefits derived from PR. D. It follows strong ethical principles. E. It reaches a select target market.