Which is associated with guerilla marketing rather than traditional marketing?
A) measure success by sales
B) grows by adding customers
C) grows through existing customers and referrals
D) aims messages at large groups
C
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The training of field workers is critical. Which of the following statements is not true regarding making the initial contact?
A) Interviewers should be trained to make opening remarks that will convince potential respondents that their participation is important. B) The interviewer should specifically ask the respondent's permission. C) The interviewer should be instructed on handling objections and refusals. D) The initial contact can result in cooperation or the loss of potential respondents.
Which of the following is true of a transnational strategy?
A. It is easy to implement because it does not place any conflicting demands on a company. B. It is used when the pressures for cost reductions are low. C. It is usually used when the pressure for local responsiveness is relatively low. D. It enables the one-way flow of core competencies. E. It is used by firms that try to achieve low costs through location economies, economies of scale, and learning effects.