In the former Soviet Union, advertisements using the Marlboro Man ...

[aabwk4]

In the former Soviet Union, advertisements using the Marlboro Man were effective because of the popularity of Westerns.
 
 Indicate whether the statement is true or false

Question 2

Which of the following is FALSE?
 a. Benchmarking involves identifying one or more organizations that excel at carrying out some function and using their practices as a source of ideas for improvement.
  b. Organizations can carry out benchmarking by reading about other organizations or by visiting or calling them.
  c. Benchmarking is more useful for learning about new products than existing products.
  d. The process of benchmarking varies according to the information needs of the organization and the resources available.
  e. Benchmarking is an example of the use of selected cases to develop insights into a phenomenon.

[makaylafy]

Answer to Question 1

F
Advertisements using the Marlboro Man did not produce much enthusiasm in the Soviet Union in spite of the popularity of Westerns because a cowboy was perceived as the U.S. equivalent of a peasant. In general, advertisements that promise prosperity, higher status, and overall advancement, tend to be more successful in this market. This may be found in the opening paragraph of chapter 5.

Answer to Question 2

C