Deck 14: Global Promotion Strategies

Question 1

Buying criteria varies across purchasers and can be anything from price to quality.

Answer 1

True

Question 2

A push strategy is suitable in countries that have very good advertising media.

Answer 2

False

Question 3

Local sales forces are involved in selling in only one country.

Answer 3

True

Question 4

One of the important tasks of the international sales force is to identify the buying unit of the company.

Question 5

Cultural differences towards contracts cannot be overemphasized.

Question 6

To be a successful salesperson in Japan,one has to call customers often and build relationships before finalizing a sale.

Question 7

Personal selling is always in English and knowledge of the local language is not very beneficial.

Question 8

International selling is easier than local selling because of similarities across cultures in marketing issues.

Question 9

Negotiating with the Chinese takes much less time than negotiating with people from the United States or other Western countries.

Question 10

A company-owned sales force gives the company better control over what products to market and when to market them.

Question 11

A company's decision to use personal selling is based on the complexity of the product and available resources.

Question 12

In textiles,companies tend to assign sales territories to salespersons on the basis of language skills.

Question 13

A pull strategy is directed at the final buyer or end user of a product or service.

Question 14

Differences exist between countries in how appointments are made,people are introduced,and the lead-time required for making appointments.

Question 15

French is the language spoken by most customers in the aerospace industry.

Question 16

Exchanging business gifts before meetings is customary in all countries.

Question 17

Sales jobs are considered very attractive in developing countries,and companies usually get top quality recruits.

Question 18

Japanese buyers do not like salespersons to drop by frequently.

Question 19

Scandinavia is the one part of Europe where proficiency in English is uncommon.

Question 20

International salespersons are only needed when companies deal directly with their clients abroad.

Question 21

Global account management teams serve customers in one particular geographic region.

Question 22

Trade fairs offer companies a chance to promote new products and meet with prospective customers in a less formal atmosphere.

Question 23

Japanese corporate buyers rarely rely on word of mouth when seeking suppliers.

Question 24

Nike spends an estimated 40 percent of its global sports advertising budget on soccer.

Question 25

Chinese consumers are less accepting of product placements than are Americans.

Question 26

Word of mouth is especially crucial to marketing in Asia.

Question 27

Buzz marketing involves hiring high profile sports stars and featuring them in advertisements.

Question 28

Public relations personnel promote good will and assuage bad publicity for their company.

Question 29

Ad hoc consortia can be formed for very large projects only if the firms in the consortia all possess the same skill set.

Question 30

A turnkey project is a project in which one bidder begins the project and another finishes it.

Question 31

During the search phase of a bidding process,the buyer is interested in general company background and what previous projects have been completed by potential bidders.

Question 32

The need for personal selling depends on

A)the complexity of the product.
B)the geographic location of the seller.
C)the level of sophistication of the product.
D)Both a and c

Question 33

Companies use the push strategy in markets where

A)they lack access to advertising media.
B)there is a huge market potential.
C)there are a large number of distributors.
D)there are few distributors.

Question 34

When seeking suppliers,U.S.corporate buyers use a greater variety of referral sources than do their Japanese counterparts.

Question 35

What is the type of selling in which a customer is met in person by a representative of the marketing company?

A)Customer selling
B)Direct selling
C)Personal selling
D)Push selling

Question 36

Chinese consumers are more accepting of product placements than are Americans.

Question 37

Slotting allowances are expensive in Saudi Arabia where shelf space in supermarkets is limited.

Question 38

In a pull strategy,sales promotions and advertisements are targeted at

A)distributors.
B)retailers.
C)consumers.
D)All of the above.

Question 39

Proactive public relations can often help offset xenophobia.

Question 40

Most companies sponsoring global sports events are companies that have products with global appeal such as soft drinks and consumer electronics.

Question 41

A global account team is one that is responsible for

A)serving customers all over the world.
B)serving customers in a specific region.
C)serving a particular customer globally.
D)international accounting issues.

Question 42

A group of firms that share in a certain contract or project on a pre-agreed basis but acts as one company toward the customer is known as a(n)

A)consortium.
B)merger.
C)joint venture.
D)acquisition.

Question 43

Which of the following companies would not be involved in sponsoring the soccer world cup?

A)Boeing
B)Nike
C)Sony
D)Pepsi

Question 44

The major buying criteria that affects the purchase decision of Taiwanese manufacturers is

A)quality of the product.
B)purchase price.
C)transportation costs.
D)country of manufacture.

Question 45

What is the number one spectator sport in much of the world?

A)Soccer
B)Basketball
C)Baseball
D)The Olympics

Question 46

Which is the largest industrial trade fair in the world?

A)Canton Fair in China
B)Milan Fair
C)Hannover Fair
D)Comdex Fair in Las Vegas

Question 47

An important promotional vehicle for the Boeing company is

A)buzz marketing.
B)the Olympics.
C)the World Cup.
D)the Paris Air Show.

Question 48

While selling through a bidding process,the buyer is first interested in

A)detailed tender document.
B)general company background.
C)bid amount.
D)unformatted tender document.

Question 49

The guarantee given by the company winning the bid that it will pay certain specified damages to the customer if the job is not completed is known as a

A)guarantee bond.
B)performance bond.
C)junk bond.
D)warranty.

Question 50

English is the leading second language in

A)Asia.
B)Latin America.
C)West Africa.
D)Both a and b

Question 51

English is spoken by most consumers in which industry?

A)Cosmetics
B)Electronics
C)Textiles
D)Packaged goods

Question 52

The main purpose of sales promotions is to

A)get rid of excess inventory.
B)stimulate consumer demand.
C)downgrade competitors products.
D)None of the above.

Question 53

In the United States,compensation packages for sales personnel are

A)fixed.
B)very low.
C)very high.
D)flexible and volume-based.

Question 54

In which country would recruiting qualified salespeople likely be the easiest?

A)Germany
B)Mexico
C)Netherlands
D)United States

Question 55

In Latin America,a sales force needs to spend more time to attract new business-to-business customers because

A)buyers are monochronic.
B)buyers are individualistic.
C)buyer are more loyal to current suppliers.
D)buyers are usually part of a family business.

Question 56

The main function of a missionary sales force is to

A)distribute the product.
B)sell the product.
C)promote the product.
D)finalize negotiations.

Question 57

What was a major problem that Dell computer faced in Brazil when preparing to send brochures to potential distributors?

A)They discovered the brochure color was offensive.
B)They forgot to translate the brochure.
C)They translated the brochure into Spanish from English.
D)It was difficult to get a list of names and addresses.

Question 58

As a customer,you could expect a Japanese salesperson to

A)be aggressive in negotiations.
B)call on you frequently.
C)Both a and b
D)None of the above.

Question 59

Which of following is not a benefit of attending a trade show?

A)Introducing new products
B)Checking out competitors products
C)Meeting prospective customers
D)Creating negative publicity for the product

Question 60

In which country is the time between the first sales call and the purchase decision likely to be the quickest?

A)Britain
B)Sweden
C)Japan
D)United States

Question 61

Karavel Foods is planning a push strategy in Indonesia.Which of the following would Karavel likely pursue?

A)Selective distribution
B)Lowering prices to consumers
C)Increasing distributors' margins
D)Increasing advertising

Question 62

Taberet,a German company,is planning an extensive move into Brazil.How will Taberet's personal selling model be affected in this new market?

A)Salespersons may be difficult to recruit.
B)Potential buyers should be easy to identify.
C)Salespersons will need to be compensated by commissions only.
D)Salespersons will need to register with the government.

Question 63

In collectivist cultures,buzz marketing will

A)require the use of celebrities.
B)require the use of members of the target in-group.
C)require the use of persons at the top of the hierarchy.
D)not work in a collectivist culture.

Question 64

Word of mouth is especially crucial to marketing in

A)Hong Kong.
B)Indonesia.
C)South Korea.
D)All of the above

Question 65

Clover works supplies traffic management systems to governments around the world.It will likely employ

A)personal selling.
B)formal bids.
C)performance bonds.
D)All of the above

Question 66

Tin City Bicycles relies on a pull strategy in Italy.Therefore,it is likely to

A)have selective distribution.
B)have exclusive distribution.
C)have relatively low prices.
D)advertise.

Question 67

Clover works supplies traffic management systems to governments around the world.It will likely not employ

A)personal selling.
B)trade fairs.
C)formal bids.
D)telemarketing.

Question 68

Swiss Pharaceuticals never allows its sales force to offer business gifts in Switzerland,but it does allow the practice in certain other markets.Why is this?

A)Business gifts are against the law in Switzerland.
B)Gifts are required by law in some markets.
C)Both a and b
D)None of the above

Question 69

The main role of public relations personnel is to

A)promote new products.
B)create buzz marketing.
C)promote goodwill toward the firm.
D)create bad publicity for competitors.

Question 70

French Bakery Breads utilizes couponing and advertising extensively in Argentina.It is pursuing which of the following?

A)A push strategy
B)A pull strategy
C)Global account strategy
D)Both a and c

Question 71

Clover works supplies traffic management systems to governments around the world.It will likely employ

A)a push strategy.
B)personal selling.
C)product placement.
D)spam.

Question 72

Indopharm is planning a push strategy in Russia.Which of the following would the firm likely pursue?

A)Lowering prices to consumers
B)Increasing distributors' margins
C)Couponing consumers
D)Push strategies are outlawed in Russia

Question 73

Canon Car Mirrors is planning to enter Mexico.How might the company's personal selling be affected?

A)Selling costs will be much higher than in the U.S.
B)Salespersons will not need to speak Spanish when selling to businesses.
C)Salespersons will need to be compensated by commissions only.
D)Canon should investigate local customs before allowing their salespersons to offer gifts to clients.

Question 74

Taberet,a German company,is planning an extensive move into Brazil.How will Taberet's personal selling model be affected in this new market?

A)Selling costs will be higher than in Germany.
B)Salespersons will be easy to recruit.
C)Communication must be in English or Spanish.
D)The compensation package may need to be adapted.

Question 75

Action Toys is planning a push strategy in France.Which of the following would the firm likely pursue?

A)Lowering prices to consumers
B)Increasing prices to consumers
C)Increasing advertising
D)Increasing distributors' margins

Question 76

Shelf space is difficult to find in Saudi Arabia and advertising is limited and expensive.In Saudi Arabia,Karavel Foods should consider

A)a push strategy.
B)a pull strategy.
C)extensive distribution.
D)piggybacking.

Question 77

U.S.-based X-Way Industries provides military aircraft to governments abroad.It will likely employ

A)a push strategy.
B)a pull strategy.
C)international selling.
D)product placement.

Question 78

Argentin-tech is considering using personal selling to promote the purchase of its software in Brazil.What can Argentin-tech expect from this strategy?

A)It will be inexpensive.
B)It will be relatively costly.
C)Potential buyers will be difficult to identify.
D)Both b and c

Question 79

Canon Car Mirrors is planning to enter Taiwan.How might the company's personal selling be affected?

A)Salespersons will be expected to give gifts to clients.
B)Salespersons will need to be compensated by commissions only.
C)Selling costs will be much higher than in the U.S.
D)All of the above

Question 80

Chinese consumers are less accepting of ____ than are U.S.consumers,

A)buzz marketing
B)product placements
C)corporate advertising
D)spam