is the most valuable resource a company has. 12) A successful global A. ad campaign B. product C. service D. brand E. CEO 13) Carolyn is studying acceptable behavior, norms, and values in Asian markets to determine which adaptations will be necessary. Carolyn is studying A. relative advantage. B. compatibility. C. complexity. D. trialability, E. observability. 14) Veronica's research indicates consumers in the targeted country perceive little marginal value from the new product relative to existing products. Her company's product has a small A. relative advantage. B. compatibility C. complexity. D. trialability. E. observability 15) Which of the following is considered to affect the rate of diffusion of an object? A. the use of the internet in the diffusion process B. the degree of perceived newness C. the age appearance of the innovation D. the number of marketing personnel dedicated to diffusion E. the shelf life of the diffusion object 16) Frankenfoods" (genetically modified foods) are among the most controversial global marketing problems with respect to issues. A. truth in lending B. political corruption C. labeling and product content D. international pricing E. corporate social responsibility US