ABC Company is entering a new international market and has decided to enter the market under a different brand name. The selected brand name should
a. use the founder's name.
b. convey information about benefits.
c. be as short as possible.
d. disregard cultural meanings.
Question 2When ideas can be stated in researchable terms, we have reached the analysis stage of the scientific method.
Indicate whether the statement is true or false
Question 3Marketers are interested in customers' perceptions and conduct surveys in order to understand those perceptions. Although these surveys may result in imperfect measures, the numbers do allow marketers to gauge their performance relative to certain __________, such as past or competitive performance.
a. ideals
b. credence
c. statistics
d. benchmarks
Question 4The F-test partitions total variation into ____________________ sum of squares and ____________________ sum of squares.
Fill in the blank(s) with correct word
Question 5Which of the following statements is true about firms and brands named after the founder?
a. They tend to have an inherent meaning.
b. They show creativity in marketing.
c. They do not translate well to other brands across the firm.
d. They serve primarily as an ego trip for the founders.
Question 6The scientific method used by researchers is essentially the same process in marketing as in the physical sciences.
Indicate whether the statement is true or false
Question 7__________ cultures appreciate the relational aspects of front-line employees more.
a. Collectivistic
b. Pessimistic
c. Individualistic
d. Optimistic
Question 8The basic statistical test of the ANOVA that is used to compare the sample variance with another sample variance is the ____________________.
Fill in the blank(s) with correct word
Question 9Which of the following brand names lacks an inherent meaning?
a. Coca-Cola
b. Nike
c. Trump Towers
d. Geek Squad
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