Which of the following is the amount of monetary resources allocated to implement certain tactics or a course of action?
a. funding c. budget
b. resources d. investment
Question 2In order to differentiate a product, a marketer tries to highlight the similarities it has with products in the same class so as to highlight the likenesses of each.
Indicate whether the statement is true or false
Question 3When Schwinn studies its most successful retailer in depth in order to determine some better ideas for displaying bicycles in its retail stores, this is an example of _____.
a. an experiment
b. a test market
c. a case study
d. causal research
Question 4In a telephone interview, if respondents tend to choose among answers they heard last from a list of alternative responses, then _______________ is present.
a. modal answer bias c. primacy bias
b. recency bias d. interviewer bias
Question 5_____ is the technical term for items left blank.
a. Imputation
b. Item plug
c. Item nonresponse
d. Item inconsistency
Question 6Which of the following is a method of establishing the expenditure levels of various tasks to help form an advertising budget?
a. top-down c. tear-down
b. bottom-up d. build-up
Question 7The core of a firm's international operations is pricing.
Indicate whether the statement is true or false
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