Question 1

Ethnocentric companies are likely to use an expatriate sales force in countries at all levels of economic development.

Accepted Answer

Ethnocentric companies believe in the superiority of their home country's culture, and therefore may use an expatriate sales force to maintain control and ensure that their home country's business practices and values are upheld in all countries. This may occur regardless of the economic development level of the country in which they operate.

Question 2

The final step in the 6-step sales presentation plan is closing the sale.

Accepted Answer

The answer of The final step in the 6-step sales...

Question 3

The U.S.-style "I'll do whatever it takes to get your business" has proven to be a successful selling approach throughout the world.

Accepted Answer

Cultural differences significantly impact business practices; what works in one country may not be effective or appropriate in another. The aggressive U.S.-style approach may not resonate well in cultures that value relationship building, humility, and subtlety in business dealings.

Question 4

Industry observers expect the popularity of home shopping to decrease during next few years as interactive television technology is introduced into more households.

Accepted Answer

Interactive television technology is likely to enhance the home shopping experience, potentially increasing its popularity rather than decreasing it.

Question 5

As Coca-Cola company's participation in World Cup soccer demonstrates, sponsorship can be an effective component of an IMC program.

Accepted Answer

Coca-Cola's sponsorship of World Cup soccer demonstrates how a brand can effectively use sponsorship as a tool in an integrated marketing communications program. By aligning with a major sporting event, Coca-Cola was able to increase brand awareness, build brand loyalty, and reach a large and diverse audience. This sponsorship helped to reinforce the brand's message and build a strong emotional connection with consumers. Therefore, the statement is true.

Question 6

Generally speaking, consumers view direct marketing as entailing a higher level of risk than traditional mass marketing.

Accepted Answer

Direct marketing involves a more personalized approach that may require consumers to share personal information or make a purchase decision on the spot, leading to a perceived higher level of risk compared to traditional mass marketing which is more passive and non-intrusive.

Question 7

Building rapport and trust with customers is part of a sales representative's relationship strategy.

Accepted Answer

Building rapport and trust is crucial for sales reps to establish a positive relationship with their customers. This helps in creating a healthy customer base and loyalty towards the company.

Question 8

In the case of product placement, the viewers are being marketed to subliminally without their consent.

Accepted Answer

Product placement involves integrating products into media content, often without explicit acknowledgment, which can influence viewers subconsciously without their explicit consent.

Question 9

France is leading in the rankings showing expenditures for outdoor advertising as percentage of total ad spending.

Accepted Answer

According to a report by Zenith, France now leads the world in outdoor advertising, with 6.7% of total ad spend being used on outdoor advertising.

Question 10

"High cost" and "high turnover" are two disadvantages to using an expatriate sales force.

Accepted Answer

Expatriates often receive higher compensation and benefits packages compared to local hires, leading to a high cost for the company. Additionally, expatriates may experience difficulty adjusting to a new culture and may leave the company after a short period, resulting in high turnover.

Question 11

In companies where a polycentric management orientation prevails, host-country nationals will be used in most selling situations with the exception of high-tech products sold in developed countries.

Accepted Answer

In a polycentric management orientation, the emphasis is on using host-country nationals to manage the local subsidiaries, including sales operations. This approach recognizes the importance of local cultural differences and knowledge in sales situations. However, the exception mentioned in the statement is not necessarily true as host-country nationals can also be trained and used in selling high-tech products in developed countries.

Question 12

Outdoor advertising is experiencing explosive growth in China.

Accepted Answer

According to a report by ZenithOptimedia, outdoor advertising in China is experiencing rapid growth with a projected increase of 9.9% in 2021.

Question 13

A company with a regiocentric orientation is likely to utilize third-country nationals for its sales force in less developed countries.

Accepted Answer

A regiocentric orientation focuses on specific regions and may use employees from other countries within that region for operations such as sales.

Question 14

In Hong Kong and Singapore, efficient postal services, highly educated populations, wide use of credit cards, and high per capita income are attracting the attention of catalog marketers.

Accepted Answer

The statement describes the favorable conditions present in Hong Kong and Singapore for catalog marketers.

Question 15

Relationship marketing, which stresses an approach on developing long-term relationships with customers, has been embraced by many U.S.companies.

Accepted Answer

Relationship marketing has been widely adopted by many U.S. companies as a way to build and maintain long-term relationships with customers.

Question 16

Direct marketing does not work well as a global marketing tool because it is not well suited to the task of addressing cultural differences among consumers.

Accepted Answer

Direct marketing can be highly effective as a global marketing tool because it allows for customization and personalization of marketing messages to address cultural differences among consumers.

Question 17

Sales agents are more expensive than full-time, in-country national sales representatives.

Accepted Answer

Sales agents are typically paid on commission and may not receive benefits, making them potentially less expensive than full-time employees who receive a salary and benefits.

Question 18

Following the economic crisis in Asia, many companies in that region have turned to direct mail in order to save costs.

Accepted Answer

Direct mail can be a cost-effective marketing strategy compared to other forms of advertising, such as television or print. In the aftermath of the economic crisis in Asia, companies in the region may have been looking for ways to cut costs and still reach their target audience, making direct mail a logical choice.

Question 19

In personal selling, the goal of negotiation should be to ensure that both the customer and the salesperson come away from the presentation as winners.

Accepted Answer

Personal selling is all about building relationships and creating win-win situations. In a negotiation, it is essential to find a solution that satisfies both parties' needs and expectations. The salesperson should aim to deliver value to the customer while also achieving their sales goals. Therefore, the ultimate goal of negotiation in personal selling should be to create mutually beneficial outcomes where both the customer and the salesperson win.

Question 20

On a per capita basis, German consumers are world-leader mail-order shoppers.

Accepted Answer

According to a 2019 study by DPDHL Group, Germans are the world leaders in mail-order shopping on a per capita basis, followed by Swiss and Austrians.

Quiz 14: Global Marketing Communications Decisions II: Sales Promotion, Personal Selling, and Special Forms of Marketing Communication