Question 1

The selection of an agency to handle a company's international advertising depends on:

Accepted Answer

A)  the type of marketing segmentation that the company is opting for.
B)  the company's usage of advertising material that is prepared in the home country.
C)  the media that are permitted to be employed in foreign markets.
D)  the type of assistance it needs to meet its goals and objectives in foreign markets.
E)  the specific taxes that will be levied against advertising.F) C) and D)
G) A) and C)

Question 2

_____ is a marketing approach that assumes that the needs satisfied by a product or service and the ways it is used are the same everywhere in the world, and therefore utilizes a common approach in all countries.

Accepted Answer

A)  Global marketing
B)  Complementary marketing
C)  Localized marketing
D)  Nationalized marketing
E)  CountertradingF) C) and E)
G) B) and C)

Question 3

Unlike advertising, which can be conducted on a global basis, sales promotion:

Accepted Answer

A)  must refrain from including sales contests in global markets.
B)  is unaffected by the rise of global brands.
C)  must be adapted to local markets.
D)  must adopt consolidation.
E)  is restricted to developed countries.F) None of the above
G) A) and E)

Question 4

At the initial stage of an international marketing campaign, many American companies prefer to use an international ad agency based in the U.S. with foreign offices in other countries. This is because:

Accepted Answer

A)  U.S.agencies are more creative than foreign agencies in terms of advertising concepts.
B)  U.S.agencies understand world markets better than foreign agencies do.
C)  U.S.-based agencies give an advertiser better control of the advertising process.
D)  U.S.-based agencies generally understand local markets better than agencies located in these countries.
E)  American culture is mostly used as a basis for understanding other cultures.F) B) and C)
G) A) and E)

Question 5

Swivel Inc., a manufacturer of consumer goods, markets its shampoo brand, Valerie, in several developing countries by making it available in single-use sachets. These sachets are sold through local shops in small towns and villages. In this scenario, Swivel is attempting to:

Accepted Answer

A)  eliminate existing distribution networks.
B)  adapt its products for these markets.
C)  create diseconomies of scale.
D)  create market segmentation.
E)  diversify its product offerings.F) D) and E)
G) B) and C)

Question 6

One of the main advantages of global marketing and advertising is economies of scale in production and distribution.

Accepted Answer

A) True 
 B)False

Question 7

Which of the following is best suited to worldwide appeals?

Accepted Answer

A)  Products that are steeped in the cultural heritage of a country
B)  High-tech products with a strong local touch
C)  Products that appeal to a market segment with widely differing tastes, interests, needs, and values
D)  Brands or messages that require translation into different languages
E)  Products with a nationalistic flavor if the country has a reputation in the fieldF) A) and C)
G) A) and B)

Question 8

Which of the following is true of public relations?

Accepted Answer

A)  It is typically considered to be a cheaper alternative to advertising.
B)  It is often used to deal with local media and governments.
C)  It typically creates a negative perception about the company among consumers.
D)  It is also known as publicity.
E)  It is synonymous with sales promotions.F) A) and D)
G) A) and B)

Question 9

Products that are steeped in the cultural heritage of a country are best suited to worldwide appeals.

Accepted Answer

A) True 
 B)False

Question 10

A balance of trade deficit exists when:

Accepted Answer

A)  the monetary value of imports exceeds that of exports.
B)  economies of scale are not achievable.
C)  supply of imports exceeds the demand for them.
D)  the monetary value added by an exporting nation exceeds that added by an importing nation.
E)  the monetary values of exports and imports are equal.F) A) and D)
G) C) and D)

Question 11

_____ variables that marketers must consider include language, customs, tastes, attitudes, lifestyles, values, and ethical/moral standards.

Accepted Answer

A)  Demographic
B)  Economic
C)  Political
D)  Cultural
E)  LegalF) A) and E)
G) B) and D)

Question 12

For companies wishing to enter a new market, a country's economic conditions indicate its _____, since products and services can be sold only to countries where there is enough income to buy them.

Accepted Answer

A)  population size and density
B)  consumer attitudes towards multinational companies
C)  cultural norms and values
D)  present and future potential for consuming
E)  population's occupation distributionF) C) and E)
G) B) and C)

Question 13

Which of the following is true of Japan as an international market?

Accepted Answer

A)  The Japanese place great emphasis on the individual.
B)  Japan is a typical example of a xenocentric society.
C)  The Japanese dislike ads that confront or disparage the competition.
D)  Unlike American societies, Japanese societies do not lay emphasis on social interdependence.
E)  Japan is considered one of the easiest countries in which to market consumer products.F) C) and D)
G) A) and C)

Question 14

Which of the following factors demands different creative and media strategies as well as changes in other elements of the advertising and promotional program for foreign markets?

Accepted Answer

A)  Unlimited media options in various countries
B)  Language variations from country to country
C)  Similar buying behaviors of consumers around the world
D)  Increase in the overall world literacy rate
E)  Women's empowerment throughout the worldF) B) and E)
G) C) and E)

Question 15

Which of the following is a political/legal factor that can affect various aspects of a company's international advertising program?

Accepted Answer

A)  Education and employment rates of the population
B)  A country's financial and distribution networks
C)  The use of advertising material prepared outside a country
D)  The connotations of signs and symbols used in the company's messages
E)  Tastes, traditions, and customs of the populationF) B) and E)
G) A) and B)

Question 16

Which of the following is true of a company that consolidates with an agency for its advertising?

Accepted Answer

A)  Consolidation helps the company in achieving cost-efficiency.
B)  Consolidation helps the company in adapting its image for each country uniquely.
C)  Consolidation helps the company to project the multiple images it wants to portray.
D)  Consolidation enables the company to have multiple brand identities throughout the world.
E)  Consolidation lowers the company's leverage over its agency.F) A) and E)
G) A) and D)

Question 17

Domestic markets offer limited opportunities for expansion because of:

Accepted Answer

A)  rapid population growth.
B)  unsaturated market conditions.
C)  intense competition from other companies.
D)  saturated markets in host countries.
E)  unfavorable marketing environments in foreign markets.F) A) and B)
G) None of the above

Question 18

Which of the following statements is true of the international use of the Internet?

Accepted Answer

A)  The Internet cannot be efficiently used with an IMC program in the global marketplace.
B)  Many companies hope word-of-mouth advertising will encourage greater use of the Internet.
C)  The Internet is an important IMC tool for both large and small companies around the world.
D)  Though English is the native language for only 8 percent of the world's population, English is the language used in close to 20 percent of all e-commerce websites.
E)  During its formative years, the Internet was largely an Asian phenomenon.F) C) and D)
G) A) and D)

Question 19

Which of the following is true of German advertising?

Accepted Answer

A)  German advertising primarily favors a fear-based approach.
B)  German advertising usually features arguments based on a product's superiority.
C)  German advertising uses humorous appeals extensively.
D)  German advertising is typically not text heavy.
E)  German advertising typically avoids the use of rational appeals.F) B) and E)
G) A) and D)

Question 20

Acacia Corp., a manufacturer of consumer electronics, encountered problems when it attempted to market instant cameras in Spain. Acacia found that Spanish consumers preferred having their film developed in the traditional format. Moreover, the company had failed to conduct a market research study about consumer customs, tastes, and attitudes in Spain. In this scenario, Acacia failed to study Spain's _____ environment.

Accepted Answer

A)  demographic
B)  economic
C)  cultural
D)  political
E)  legalF) C) and D)
G) B) and E)

Exam 19: International Advertising and Promotion

Products that are steeped in the cultural heritage of a country are best suited to worldwide appeals.

Correct Answer
verified

One of the main advantages of global marketing and advertising is economies of scale in production and distribution.

Correct Answer
verified

Which of the following is true of Japan as an international market?

Correct Answer
verified

_____ is a marketing approach that assumes that the needs satisfied by a product or service and the ways it is used are the same everywhere in the world, and therefore utilizes a common approach in all countries.

Correct Answer
verified

Which of the following is a political/legal factor that can affect various aspects of a company's international advertising program?

Correct Answer
verified

For companies wishing to enter a new market, a country's economic conditions indicate its _____, since products and services can be sold only to countries where there is enough income to buy them.

Correct Answer
verified

Which of the following factors demands different creative and media strategies as well as changes in other elements of the advertising and promotional program for foreign markets?

Correct Answer
verified

Correct Answer
verified

Unlike advertising, which can be conducted on a global basis, sales promotion:

Correct Answer
verified

_____ variables that marketers must consider include language, customs, tastes, attitudes, lifestyles, values, and ethical/moral standards.

Correct Answer
verified

Which of the following is best suited to worldwide appeals?

Correct Answer
verified

The selection of an agency to handle a company's international advertising depends on:

Correct Answer
verified

A balance of trade deficit exists when:

Correct Answer
verified

Domestic markets offer limited opportunities for expansion because of:

Correct Answer
verified

Which of the following statements is true of the international use of the Internet?

Correct Answer
verified

Which of the following is true of a company that consolidates with an agency for its advertising?

Correct Answer
verified

Which of the following is true of German advertising?

Correct Answer
verified

Which of the following is true of public relations?

Correct Answer
verified

Swivel Inc., a manufacturer of consumer goods, markets its shampoo brand, Valerie, in several developing countries by making it available in single-use sachets. These sachets are sold through local shops in small towns and villages. In this scenario, Swivel is attempting to:

Correct Answer
verified

At the initial stage of an international marketing campaign, many American companies prefer to use an international ad agency based in the U.S. with foreign offices in other countries. This is because:

Correct Answer
verified

Exam 19: International Advertising and Promotion

Products that are steeped in the cultural heritage of a country are best suited to worldwide appeals.

Correct AnswerverifiedShow Answer

One of the main advantages of global marketing and advertising is economies of scale in production and distribution.

Correct AnswerverifiedShow Answer

Which of the following is true of Japan as an international market?

Correct AnswerverifiedShow Answer

_____ is a marketing approach that assumes that the needs satisfied by a product or service and the ways it is used are the same everywhere in the world, and therefore utilizes a common approach in all countries.

Correct AnswerverifiedShow Answer

Which of the following is a political/legal factor that can affect various aspects of a company's international advertising program?

Correct AnswerverifiedShow Answer

For companies wishing to enter a new market, a country's economic conditions indicate its _____, since products and services can be sold only to countries where there is enough income to buy them.

Correct AnswerverifiedShow Answer

Which of the following factors demands different creative and media strategies as well as changes in other elements of the advertising and promotional program for foreign markets?

Correct AnswerverifiedShow Answer

Correct AnswerverifiedShow Answer

Unlike advertising, which can be conducted on a global basis, sales promotion:

Correct AnswerverifiedShow Answer

_____ variables that marketers must consider include language, customs, tastes, attitudes, lifestyles, values, and ethical/moral standards.

Correct AnswerverifiedShow Answer

Which of the following is best suited to worldwide appeals?

Correct AnswerverifiedShow Answer

The selection of an agency to handle a company's international advertising depends on:

Correct AnswerverifiedShow Answer

A balance of trade deficit exists when:

Correct AnswerverifiedShow Answer

Domestic markets offer limited opportunities for expansion because of:

Correct AnswerverifiedShow Answer

Which of the following statements is true of the international use of the Internet?

Correct AnswerverifiedShow Answer

Which of the following is true of a company that consolidates with an agency for its advertising?

Correct AnswerverifiedShow Answer

Which of the following is true of German advertising?

Correct AnswerverifiedShow Answer

Which of the following is true of public relations?

Correct AnswerverifiedShow Answer

Swivel Inc., a manufacturer of consumer goods, markets its shampoo brand, Valerie, in several developing countries by making it available in single-use sachets. These sachets are sold through local shops in small towns and villages. In this scenario, Swivel is attempting to:

Correct AnswerverifiedShow Answer

At the initial stage of an international marketing campaign, many American companies prefer to use an international ad agency based in the U.S. with foreign offices in other countries. This is because:

Correct AnswerverifiedShow Answer

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verified

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