Q&A Hero

Q: One objective of international consumer promotions is to pre-empt competitive actions. a. True b. False

Q: Typically it is not important to set objectives for trade promotions, but rather to respond to competitive offers. a. True b. False

Q: International marketers often find that consumer promotions that do not work well in one country do work well in others. a. True b. False

Q: Reaching international consumers who do not have access to traditional media continues to be a problem for international marketers. a. True b. False

Q: Advertising clutter is not a significant problem in international markets. a. True b. False

Q: International retailers have gained in channel power in recent years. a. True b. False

Q: International media audiences have become increasingly fragmented in recent years. a. True b. False

Q: International mass media advertising budgets have gradually increased over the past decades. a. True b. False

Q: The use of international consumer promotions has declined in recent years due to the proliferation of the Internet and direct marketing availability. a. True b. False

Q: Pull strategies are generally aimed at channel intermediaries first, followed by ultimate consumers. a. True b. False

Q: Push strategies are generally aimed at ultimate consumers first, followed by channel intermediaries. a. True b. False

Q: Differences in motivation, consumer behaviors, and decision-making processes are considered when international sales promotion campaigns are developed. a. True b. False

Q: Cultural differences have little impact on international sales promotions. a. True b. False

Q: International trade promotions are an important part of international marketing campaigns. a. True b. False

Q: International sales promotions continue to grow in popularity in international marketing. a. True b. False

Q: International sales promotions efforts aim at stimulating demand across national or cultural boundaries. a. True b. False

Q: Trade promotions are aimed at intermediaries. a. True b. False

Q: Consumer promotions are aimed at retail consumers. a. True b. False

Q: Sales promotions take two major forms: consumer promotions and trade promotions. a. True b. False

Q: Advertising a product to a group of potential retail consumers is an example of which of the following strategies? a. pull strategy b. push strategy c. stealth promotion strategy d. lifestyle strategy e. market-based promotion

Q: Which of the following are promotions that are aimed at marketing intermediaries? a. trade promotions b. channel promotions c. consumer promotions d. marketing promotions e. market-based promotions

Q: Which of the following are promotions that are aimed at retail customers? a. trade promotions b. channel promotions c. consumer promotions d. marketing promotions e. market-based promotions

Q: Which of the following involves identifying false statements about a company online and responding to them? a. buzz marketing b. guerrilla marketing c. internet interventions d. public relations e. market-based promotions

Q: Sagami Rubber Industries of Japan sponsors music events and helps create consumer awareness of various diseases, which is an example of ______. a. cause-related marketing b. guerrilla marketing c. stealth marketing d. event marketing e. market-based promotions

Q: Swedish giant, Ericsson, supports and sponsors the Swedish Paralympic Team as part of which type of campaign? a. cause-related marketing b. guerrilla marketing c. stealth marketing d. event marketing e. market-based promotion

Q: Which of the following uses marketing techniques to connect with buyers through specific live events including concerts, performance, or festivals to promote a product or brand? a. sponsorship b. guerrilla marketing campaign c. stealth marketing d. event marketing e. market-based promotions

Q: Which of the following creates an agreement between a marketing organization and an individual, team, or landmark? a. sales promotion campaign b. creative brief c. marketing agreement d. sponsorship e. market-based promotions

Q: Which of the following emphasizes the value of an outcome in a public relations campaign? a. enhancement b. entitlement c. expansion d. extortion e. explaining

Q: Which of the following involves a company taking credit for a positive event outcome? a. enhancing b. entitling c. expanding d. extorting e. explaining

Q: Which of the following involves reacting to negative events caused by a company's mistake, consumer grievances, or unjustified or false claims? a. public relations b. damage control c. corporate communications d. marketing communications e. market-based promotions

Q: External stakeholders for a company include all of the following EXCEPT ______. a. unions b. shareholders c. media d. customers e. managers

Q: Which of the following involves the management of communications with all organizational stakeholders? a. public relations b. marketing c. advertising d. channel communication e. market-based promotions

Q: Which of the following are often considered to be trade promotions given that they assist retailers in selling a product? a. coupons b. point-of-purchase materials c. rebates d. refunds e. market-based promotions

Q: When prizes are offered to companies or individual salespersons for selling a given manufacturer's product, the type of trade promotion is a ______. a. slotting fee b. trade contests c. relationship management d. cooperative advertising e. market-based promotion

Q: What term describes an arrangement in which a manufacturer agrees to pay for part of the advertising expenses for a retailer in exchange for promoting a specific product or products? a. display advertising b. promotional advertising c. cooperative advertising d. trade advertising e. market-based promotions

Q: A slotting or listing fee is ______. a. a payment that is made by an international marketer in order to secure shelf space in a store b. a payment to remove an item from store shelves that did not sell c. a form of cooperative advertising d. the fee paid to advertise on television e. a form of consumer promotion

Q: List and describe the five steps involved with developing an international advertising program.

Q: Describe how the following factors influence communication in high- vs. low-context cultures: meaning of words, nonverbal communication, symbolism, use of data, descriptions, and status of speaker. Compare and contrast how these factors differ in each culture.

Q: Describe the various barriers to communication as they apply to international marketing, including individual differences, situational factors, and mechanical problems. Use examples to illustrate the various barriers.

Q: List and describe the various steps of the communication process as it applies to international marketing. Use an example in an international marketing context to illustrate each of the steps.

Q: One common criticism of international advertising is that advertising overemphasizes materialism. a. True b. False

Q: Lifestyle marketing reaches bottom-of-the-pyramid consumers in comfortable settings, such as where they shop. a. True b. False

Q: Lifestyle marketing matches bottom-of-the-pyramid consumers. a. True b. False

Q: International guerrilla marketing programs begin with the identification of consumer touch points. a. True b. False

Q: Successful international guerrilla marketing programs generally take advantage of multiple media formats. a. True b. False

Q: In an international buzz marketing strategy execution, infection represents a successful program in which brand awareness has been greatly enhance by positive endorsements. a. True b. False

Q: A consumer evangelist is a type of brand advocate. a. True b. False

Q: Comparative advertising formats are illegal in some countries. a. True b. False

Q: Association transfers are a format in which a product is combined with another object, person, situation, or environment. a. True b. False

Q: A cognitive message strategy is designed to achieve immediate results. a. True b. False

Q: The executional framework is the manner in which an advertising appeal and message strategy is delivered. a. True b. False

Q: Cognitive message strategies most often encourage consumers to act immediately. a. True b. False

Q: A conative message strategy invokes feelings or emotions and matches those feelings with a product, service, or company. a. True b. False

Q: Affective message strategies are designed to lead directly to a consumer response, such as a store visit or purchase. a. True b. False

Q: A message strategy is the primary tactic or approach used to deliver the key idea in advertisement. a. True b. False

Q: Advertisements in countries with high levels of uncertainty avoidance tend to be highly structured and contain a great deal of information and detail. a. True b. False

Q: Visual elements of commercials focused on individualistic cultures tend to show groups of individuals enjoying a product together. a. True b. False

Q: Visual elements of commercials focused on individualistic cultures tend to feature a person enjoying a product alone. a. True b. False

Q: Cultures with high degrees of power distance often experience advertising with verbal and direct power claims. a. True b. False

Q: The equality paradox in Europe refers specifically to income distribution. a. True b. False

Q: Attitudes toward sex and gender roles tend to be much more liberal in Europe than in the United States. a. True b. False

Q: Advertising practices tend to be more conservative in Western cultures than in Eastern cultures. a. True b. False

Q: A cultural assimilator can help to guide international advertisers in the use of appropriate appeal formats for various cultures. a. True b. False

Q: A cultural assimilator concentrates on making sure prices are carefully set in a specific foreign country. a. True b. False

Q: A pulsating advertising format features advertisement run consistently throughout the year. a. True b. False

Q: A pulsating advertising format features advertisements throughout the year, with bursts during key seasons. a. True b. False

Q: A continuous advertising format means that commercials run consistently throughout the year. a. True b. False

Q: Renren is a popular social networking website for Chinese consumers. a. True b. False

Q: Familiarity with local markets is an important consideration when selecting an advertising agency for an international advertising campaign. a. True b. False

Q: The most complicated method for creating an international advertising budget is the objective and task method. a. True b. False

Q: Recency theory suggests that it takes three encounters with a message before a viewer will notice and recall it. a. True b. False

Q: In high-context cultures, international marketers rely heavily on symbolism when sending marketing messages. a. True b. False

Q: Facial expressions, body language, and the person presenting a message all play important roles in communication in high-context cultures. a. True b. False

Q: The meaning of a message is mainly contained in words in a high-context culture. a. True b. False

Q: Failure to make contact can make some international customers feel suspicious of a sender. a. True b. False

Q: Anger and depression greatly influence communication processes. a. True b. False

Q: Emotions and distractions are individual differences that create barriers to communication. a. True b. False

Q: Anything that can distort or disrupt a message constitutes nose or barriers to communication. a. True b. False

Q: Two levels of communication exist in organizations: individual interpersonal communication and communication systems. a. True b. False

Q: The marketing mix, as it applies to international marketing, includes traditional advertising, personal selling, sales promotion, and public relations. a. True b. False