The most frequently used budgeting method is ____.
a. top-down (TD)
b. bottom-up (BU)
c. top-down/bottom-up/top-down (TDBUTD)
d. bottom-up/top-down (BUTD)
e. top-down/bottom-up (TDBU)
Question 2The study of selected examples of the phenomenon about which insights are needed is
a. benchmarking.
b. ethnography.
c. case analysis.
d. data mining.
e. depth interview.
Question 3Make an argument for the use of a globalized campaign as opposed to a localized campaign. Then summarize the opposing argument.
Question 4Joan Kaufman is a senior manager of a large conglomerate. She decides how much money is allocated to each subunit. This is an example of ____ budgeting.
a. top-down
b. bottom-up
c. bottom-up/top-down
d. top-down/bottom-up
e. hierarchy
Question 5The president of the Cola Beverage Company is very concerned with declining sales of the company's flagship beverage and has asked for your assistance in finding the reason for the decline. The most appropriate way to begin this research project is with
a. a survey of consumers.
b. an experiment in which price is systematically varied.
c. descriptive research.
d. exploratory research.
e. causal research.
Question 6Describe the advantages of using a global advertising agency when you begin a global marketing effort. How is an international affiliate different from a global agency in structure? What is the disadvantage to an advertiser in using its agency's international affiliate to reach a market in a different country?
Question 7Which of the following is NOT a budgeting method?
a. top-down budgeting (TD)
b. bottom-up budgeting (BU)
c. top-down/bottom-up/top-down process (TDBUTD)
d. bottom-up/top-down process (BUTD)
e. top-down/bottom-up process (TDBU)
Question 8In general, the first step in conducting exploratory research is to
a. assemble a focus group.
b. perform an experience survey.
c. conduct a literature search.
d. perform an analysis of selected cases.
e. narrow a group of hypotheses to one specific hypothesis for investigation.
Question 9Describe the various pressures that drive the costs of a global marketing effort upward when one is faced with buying media.
Question 10A brand's ____ represents the key feature, benefit, or image that it stands for in the target audience's collective mind.
a. equity
b. image
c. position
d. name
e. trademark
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