Question 1

According to the textbook, which of the following is not a general guideline for marketer-intermediary interaction to work?

Accepted Answer

Insisting on a contractual agreement emphasizing contingency arrangements is not a general guideline for marketer-intermediary interaction to work. While a contractual agreement is important, it should not be the primary focus of the interaction between marketers and intermediaries. The general guidelines include knowing the sales scene, researching the customer, and learning from local representatives.

Question 2

Personal selling allows for:

Accepted Answer

Personal selling allows salespeople to receive immediate feedback on customer reaction, which can help them adjust their sales approach and close deals more effectively. Feedback on costs and industry competitiveness may also be valuable, but they are not specific advantages of personal selling. Input on costs is not related to the benefits of personal selling.

Question 3

The unauthorised use of an event without the permission of the event owner is known as:

Accepted Answer

Ambush marketing is the practice of capitalizing on the goodwill of a major event without permission, thereby poaching the attention that event generates. This may involve using a similar name or logo, or simply setting up nearby in order to intercept attendees. It can be expensive for event organisers and can lead to confusion amongst customers who may not be able to tell the difference between the genuine product and the imposter.

Question 4

_______ focus on the use of personal selling while _______ focus on mass communications tools.

Accepted Answer

Push strategies focus on using mass communications to push products or services onto customers, while pull strategies focus on attracting customers to the product or service through personal selling or other tactics.

Question 5

To formulate marketing communications strategy involves five steps, one of which is not:

Accepted Answer

While analyzing competitor response is an important aspect of a marketing strategy, it is not a part of formulating the marketing communications strategy, which focuses specifically on developing and executing effective communication messages to reach the target audience. The other three steps (assessing opportunities, analyzing resources, and determining objectives) are crucial to the development of a comprehensive marketing communications plan.

Question 6

Which of the following is not a step in formulating marketing communications strategy?

Accepted Answer

Considering possible promotions is actually a step in formulating marketing communications strategy, so D is the only choice that is not a step. A, B, and C are all important steps in formulating an effective marketing communications strategy.

Question 7

Governmental clients are typically serviced through personal selling efforts.Some industries, such as pharmaceuticals, traditionally rely on personal selling to service the clientele.This is an example of:

Accepted Answer

The scenario described is an example of a push strategy, where personal selling efforts are used to push the product or service to the governmental clientele. This is in contrast to a pull strategy, where advertising and promotions are used to create demand among end consumers, who then pull the product through the distribution channels. Public relations may also be used to create awareness and build relationships with clients, but it is not the focus of the scenario described.

Question 8

Global media have:

Accepted Answer

Global media typically have target audiences on multiple continents, meaning they reach people in different regions around the world. Options B, C, and D are not necessarily true for all global media companies. Having offices in three countries or a centralised television system are not defining features of global media, and not all global media companies focus on industries like the Atlantis.

Question 9

Creating brand awareness by arranging to have a product shown or used in a visual medium - such as films, television, games or websites - is known as:

Accepted Answer

Product placement is the practice of featuring a brand's products or services in non-advertising media such as films, TV shows, or music videos. The purpose is to increase brand awareness and recognition among consumers who are exposed to the product while participating in an engaging entertainment experience.

Question 10

Planning promotional campaigns consists of:

Accepted Answer

Planning promotional campaigns typically involves seven stages, one of which is determining the message that will be conveyed through the campaign. The other options listed do not accurately reflect the commonly recognized stages of planning promotional campaigns.

Question 11

Trade publications can be classified as _______, which cater to a particular job junction cutting across industry lines; and _______, which deal with a specific industry.

Accepted Answer

Trade publications can be divided into two categories: horizontal and vertical. Horizontal publications cater to a specific job function, such as marketing or human resources, across different industries. Vertical publications specialize in a particular industry or field, such as healthcare or finance. Therefore, D (horizontal; vertical) is the best choice.

Question 12

Which of the following is not a budgeting method for an international promotional program?

Accepted Answer

Pre-planned experimental approach is not a budgeting method for an international promotional program. The other three choices are commonly used budgeting methods: Objective and task, Percentage of sales, and Executive judgment.

Question 13

Nothing is more essential to the planning of international marketing communications campaigns than the establishment of clearly defined, measurable:

Accepted Answer

Clearly defined, measurable objectives are essential for the planning of international marketing communications campaigns as they provide a clear target to work towards and help to evaluate the success of the campaign. Strategies, budgets, and costs are also important considerations in the planning process, but they are secondary to establishing clear objectives.

Question 14

The international marketer should be most alert to __________.For instance, while eye contact in North America and Europe may be direct, the cultural style of the Japanese may involve markedly less eye contact

Accepted Answer

Cultural noise refers to the differences in cultural norms and behavior, including non-verbal communication such as eye contact, facial expressions and gestures. Therefore, being alert to cultural noise is crucial for international marketers to navigate cultural differences and avoid misunderstandings.

Question 15

Which of the following is not a major factor in the success of the marketer-intermediary interaction?

Accepted Answer

While reciprocal ads may be a helpful tactic for building brand recognition and trust, they are not a major factor in the success of the marketer-intermediary interaction. The other choices - knowing the sales scene, researching the customer, and working with the culture - all relate to key aspects of building successful relationships between marketers and intermediaries.

Question 16

An important aspect of research is to determine multimarket target audience _____________.If such exist, pan-regional or global campaigns can be attempted.

Accepted Answer

If there are similarities in the target audience across multiple markets, it suggests that there is potential for a pan-regional or global campaign to be successful. Therefore, determining the similarities in the target audience is an important aspect of research.

Question 17

Which country is not a leading location in Europe for call centres?

Accepted Answer

Switzerland is not a leading location for call centres in Europe. The country has a high cost of living and labor, and it is not part of the European Union. On the other hand, countries like Belgium, Holland, and Portugal have become popular locations for call centres due to their geographic location, language proficiency, and lower labor costs.

Question 18

A customer's motivations to purchase a product vary, depending on the:

Accepted Answer

Customer motivations to purchase a product are influenced by many factors, including the product's diffusion or popularity, its position in the market, and the criteria that the customer uses to evaluate the product. Therefore, all of the choices listed are correct.

Question 19

_______ allows the creation of an individual relationship with each customer or prospect.

Accepted Answer

Database marketing allows companies to collect and analyze data on individual customers, allowing for personalized communication and tailored marketing efforts to build individual relationships with each customer or prospect. Direct marketing, online marketing, and telemarketing can all be used as tactics within database marketing strategies, but database marketing is the overarching strategy that allows for personalized relationship building.

Question 20

An umbrella marketing communications plan that may help to boost the image of lesser-known product lines is known as:

Accepted Answer

Corporate image advertising is designed to enhance the overall image of a company, which can indirectly boost the perception and sales of lesser-known product lines under the company's brand.

Quiz 13: International marketing communications