Deck 15: Promotion in International Marketing

Question 1

If an international marketer wanted to develop a corporate brand which indicates a firm that is trustworthy on a global scale, which colour is the most appropriate overall?

A)Blue
B)White
C)Black
D)Red
E)None of the above as the meaning of colour differs too much between countries for a single colour to have widespread meaning in marketing

Answer 1

A

Question 2

Colour is one type of visual symbol that has consistency across different cultural contexts.

Answer 2

False

Question 3

The four elements in the promotional mix are:

A)Advertising, direct marketing, personal selling, publicity
B)Advertising, public relations, personal selling, sales promotion
C)Broadcast media, print, cinema, outdoor
D)Television, radio, print, cinema
E)Advertising, point-of-sale, public relations, personal selling

Answer 3

B

Question 4

In international marketing the process of encoding should avoid:

A)Using symbols to communicate with the audience
B)Literal translations and plays on words
C)The use of local points of reference
D)Digitising the message
E)Celebrity endorsement

Question 5

The meaning of a message is often culturally influenced and a portion of the meaning can be lost in translation. Therefore, it is preferable to translate the promotional idea or concept into the overseas language, rather than just translating the words.

Question 6

In cultures where the language is ________ messages need to be more ________ than in cultures where language is precise:

A)Imprecise; extended
B)Indirect; extended
C)Imprecise; symbolic
D)Indirect; symbolic
E)Symbolic; extended

Question 7

Which of the following are aspects of language and mass media that need to be considered in developing international communications messages?

A)Impact on advertisement layout
B)Translation problems
C)Use of foreign words
D)All of the above
E)None of the above

Question 8

When selecting a method or style of communication to promote its products in an international market, which of the following elements would be considered an 'influencing factor' on the firm's decision:

A)Consumer education level
B)Language
C)Government regulation
D)All of the above
E)Options A and B only

Question 9

The three major elements of the communication process are:

A)Sender, receiver, feedback
B)Sender, medium, receiver
C)Sender, encoding, receiver
D)Encoding, decoding, feedback
E)Sender, medium, encoding

Question 10

In the international communication process, a television commercial, a telephone directory and a billboard can all be classified as a form of:

A)Medium through which a message is conveyed
B)Message sender
C)Linked transmitter
D)Message encoder
E)None of the above

Question 11

The 'sender' of a promotional message can be a product brand or a company, or a combination of both.

Question 12

Level of education influences which of the following aspects of international communications messages:

A)The relative use of written compared to visual or aural messages
B)Content of promotional or advertising messages
C)Country of origin diffusion effect
D)Country experience effect
E)Options A and B only

Question 13

Which of the following is NOT one of the four conversational principles that should be taken into consideration when developing international marketing communications?

A)Identify with the message recipient
B)Avoid assuming that elements of the message taken for granted in the home country such as jargon or slang will also be taken for granted in the new market
C)Body language needs to be culturally consistent with the message being sent
D)In high context cultures people want to know consideration detail about the executive and company represented
E)Ensure that the colours used to represent the company are culturally consistent and appropriate

Question 14

Distortion or noise in the communication process can occur due to:

A)Poor quality reproduction of messages
B)Degree to which receivers are receptive to the message
C)Appropriateness of the medium
D)Competitor messages
E)All of the above

Question 15

The factor in the application of communications model with the most impact on international promotion is:

A)Government regulation
B)Education
C)Language
D)Media infrastructure
E)Culture

Question 16

When communicating in high-context cultures, the marketing company should place less emphasis on information regarding the company and its management.

Question 17

How the receiver responds to the promotional message is likely to be a function of whether something was learned, attitudes were changed, or further action was stimulated.

Question 18

Which of the following statements is FALSE regarding written word principles of international marketing communication?

A)In feminine cultures messages should emphasise relationships and affiliations
B)Egalitarian appeals should be avoided in high power-distance cultures
C)In collectivist cultures individual achievement appeals should be avoided
D)Messages should be loosely structured in high uncertainty avoidance cultures
E)All of the above statements are true

Question 19

If an international marketer wanted to portray their brand as pure and reliable, which of the following colours is most likely to create that image in China?

A)Red
B)White
C)Purple
D)Green
E)Yellow

Question 20

Which of the following statements is FALSE?

A)In high context cultures communications should state the obvious rather than imply it
B)Major constraints in international marketing communication include language difficulty, marketing acceptability and media availability
C)In low context cultures the written word is more important than the social context that surrounds a communication
D)Translation of words from one language to another does not guarantee that the same message is being communicated
E)To minimise the impact of culture on international marketing communication it is necessary to establish a common frame of reference

Question 21

As it is for domestic consumers, the first step in the international consumer's decision-making process is 'information search'.

Question 22

Humour in international advertising is a useful way of creating a global approach which helps overcome language and cultural barriers.

Question 23

Discuss the factors affecting the choice of media selection in an overseas country. To illustrate your answer, select a consumer good and a country of your choice.

Question 24

Transit advertising is important in countries where private transportation is either expensive or restricted.

Question 25

In order to provide value to the potential international customer and maintain interest, a website must:

A)Include an appealing design
B)Be easy to navigate
C)Include sensory effects
D)All of the above
E)Options A and B only

Question 26

Social media is an important ________ tool for international marketing:

A)Personal selling
B)Direct marketing
C)Advertising
D)Publicity and public relations
E)All of the above

Question 27

Designing a media plan involves selecting particular themes for the promotion, or stressing a unique selling proposition.

Question 28

Social media, such as Facebook and Twitter, is used widely by B2C organisations but not much by B2B firms.

Question 29

In crisis situations the best type of promotional approach to take is to increase the use of advertising in order to get the firm's point of view across to the public.

Question 30

In a large country such as India, which strategies would you use if you were developing a promotional campaign for a generic product to gain the strongest reach?

Question 31

In the management of promotional communication, problems to be solved include:

A)Copy strategy
B)Brand awareness
C)Availability of media
D)Buyer habits
E)All of the above

Question 32

Television is a major international media option. Which of the following elements of television is regarded as its major disadvantage?

A)International audience reach, but only through satellites
B)Cost
C)Sensory effects
D)Source of opinion
E)National and regional audience reach

Question 33

Pull strategies in international marketing involve the use of tools such as:

A)Advertising
B)Public relations
C)Publicity
D)Direct marketing
E)All of the above

Question 34

Government regulation in international marketing communications focuses on the regulation of advertising and message content only.

Question 35

All of the following are ways in which between-country advertising can differ except?

A)Usage
B)Form
C)Frequency
D)Reach
E)Content

Question 36

Which of the following is a stage in the buyer's decision process:

A)Vendor and product purchase selection
B)Post-purchase evaluation
C)Information search
D)All of the above
E)Options A and B only

Question 37

International marketing communications should not only take the target country's needs into consideration but should also ensure that the message is appropriate to adjacent countries particularly in Europe.

Question 38

Web advertisements are often aimed towards a mass audience.

Question 39

The content of the international communication will be influenced by:

A)The process used to design the communication
B)The process used to manage the communication
C)The decision to use an international appeal
D)The decision to use a national appeal
E)All of the above

Question 40

The use of different media varies from country to country due environmental factors such as cultural preference, media availability and stage of economic development.

Question 41

Pull strategies play an important part in international promotion. Select a product and suggest which of the strategies you would use in an emerging economy compared with a developed economy.

Question 42

In international promotion, trade shows are more important for business or industrial products than they are for consumer products.

Question 43

A key objective of general trade shows is:

A)To promote a focussed range of products for a given industry
B)To develop distribution channels in the overseas market
C)To create awareness of the range of products a country wishes to promote in an overseas market
D)To make contacts in the foreign market
E)All of the above

Question 44

All of the following are benefits of joining a trade missions EXCEPT:

A) the short time frame it takes to get the trade mission started.
B) it generates publicity for the members' products/services because the mission has news value.
C) it assists in relationship building because the initial introduction was as a member of the trade mission.
D) it allows for sharing experiences with other mission members, which leads to synergy.
E) the trade mission is mobile, so it can cover more ground by visiting regional areas.

Question 45

Discuss how social media has changed the way firms interact with their international customers.

Question 46

Ways in which country of origin image can be promoted include:

A)Embedding the country of origin in the brand name
B)Using a national image in the design of the firm's logo
C)Using a word is from or sounds like a word from the language of the country of origin
D)All of the above
E)Options A and C only

Question 47

In country-of-origin promotional activity, the 'halo construct' occurs when consumers are familiar with a particular product.

Question 48

As globalisation increases the country of origin effect is likely to become more important as a source of differentiation and positioning.

Question 49

Although organisers of trade shows can promise an audience and have a publicity campaign to attract one, it is often desirable for the exporting firm to supplement this with its own campaign. This campaign could include:

A)Advertising in the trade catalogue
B)Conducting a technical seminar
C)Publicising a competition in advance, where entry to the competition requires a visit to the firm's stand at the trade show
D)Sponsoring a trade show dinner or cocktail party
E)All of the above

Question 50

Explain the value of different types of trade show for the purposes of promoting products and services in the international arena.

Question 51

Explain how the marketing communication strategy for an industrial product marketed internationally would differ from that of a consumer good.

Question 52

A standardised global communications strategy is most likely to succeed with products like luxury goods due to the similar nature of customers worldwide.

Question 53

When implementing a marketing 'push' strategy, which of the following should a firm include in the promotional component of its marketing mix?

A)Trade shows
B)Technical seminars
C)Sponsorships
D)All of the above
E)Options A and B only

Question 54

Technical seminars are events which are aimed at promoting a new technology or technical product to:

A)Purchase decision influencers
B)Regulators
C)Organisational decision makers
D)All of the above
E)Options B and C only

Question 55

Personal selling is becoming increasingly popular in international marketing because it both provides a tangible incentive to buyers and lessens the perceived risk of purchase.

Question 56

'With globalisation, consumer needs are becoming universal. This enables the international marketer to duplicate their domestic promotion strategy globally'. Discuss what this statement means and whether you agree with it or not. Justify your stance on this issue.

Question 57

Country of origin stereotypes can be of three kinds which are:

A)Old economies, new economies, transition economies
B)Regional, local, global
C)Linguistic, memory-based, protectionist
D)Cognitive, affective, normative
E)Geocentric, regiocentric, ethnocentric

Question 58

With increasing levels of globalisation, a product's country of origin:

A)Means that the advertised product is made in that country
B)Is now a less complex issue because of globalisation
C)Is always viewed positively by consumers
D)All of the above
E)None of the above

Question 59

Suggest arguments for and against the standardisation of advertising in international marketing. Provide examples to explain your answer.

Question 60

Country of origin can provide consumers with a tangible cue for evaluating a product. Discuss the country of origin stereotypes and their effects on potential customers, providing examples to support your views.

Question 61

In your opinion, what influence does country of origin have when consumers are making a decision on purchasing products with which they are not familiar? Give examples to illustrate your answer.