London Business School's Tim Ambler believes the evaluation of marketing performance can be split into two parts: ________
A) long-term results and changes in brand equity
B) short-term results and changes in brand equity
C) long-term results and changes in consumer perceptions
D) short-term results and changes in profitability
E) changes in market share and changes in profitability
B
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In line graphs, if necessary, use multiple lines to show the relationships between __________________
a. the data and the text b. different charts c. the chart and the writer d. three or more variables
In April, 1996, Hans Hoff invented an invisible Teflon coating for silk that could be used in men's ties so stains would wipe off easily. In May, 1996, Geraint Wynn-Ffolkes independently invented the same coating, and was granted a patent for it
Hans wants to attack the patent. Which of the following is true? A) There are no grounds to attack a patent. Once it is granted that is final. B) A patent can be impeached but Hans will not be successful because Geraint registered first. C) A patent can be impeached and Hans will be successful because he invented the coating first. D) A patent can be impeached and Hans will be successful because the matter was not the proper subject matter for a patent. E) It is too late to impeach the patent. Hans should have opposed Geraint's application.