Any amount assigned to goodwill also is assigned to reporting units expected to benefit from the synergies of the combination

Projective techniques are used less frequently than unstructured direct methods (focus groups and depth interviews)

A possible exception may be ________, which is used commonly to test brand names and occasionally to measure attitudes about particular products, brands, packages, or advertisements. A) story completion B) word association C) sentence completion D) cartoon tests

The main benefit of a multidomestic strategy is that it ________

A) exploits scale economies in product development and marketing B) is cost-saving due to product and marketing standardization C) takes advantage of location economies D) responds quickly and effectively to emerging buyer preferences