Deck 13: Advertising,Promotion,and Sales

Question 1

Trade fairs provide an excellent chance for market research and collecting competitive intelligence.

Answer 1

True

Question 2

An appearance at a trade show produces goodwill and allows for periodic cultivation of contacts.

Answer 2

True

Question 3

The public perceives advertising as more trustworthy than publicity.

Answer 3

False

Question 4

If multimarket target audience similarities exist,then panregional or global campaigns can be attempted.

Question 5

A major objective of media strategy is to reach the intended target audience irrespective of the waste incurred.

Question 6

For sales promotion to be effective,the campaign planned by manufacturers must gain the support of the local retailer population.

Question 7

The international marketer should ignore cultural noise.

Question 8

The cost per contact for personal selling is extremely low.

Question 9

The path through which the message moves from the sender to the receiver is known as the message pipeline.

Question 10

Advertising involves direct relations between the seller and the prospective buyer or customer.

Question 11

Centralization involves relaxing most of the controls over foreign affiliates and allowing them to pursue their own promotional approaches.

Question 12

Cause-related marketing should be developed mainly as a response to a crisis or to generate publicity.

Question 13

Advertising budgets should be set on a market-by-market basis.

Question 14

Campaign objectives need not be measurable.

Question 15

The success of the communications effort can be analyzed by observing feedback.

Question 16

The major problems affecting global promotional efforts involve conflicting national regulations.

Question 17

The main concern arising from the use of mega-agencies is conflict.

Question 18

The authorized use of an event with the permission of the event owner is called ambush marketing.

Question 19

The reducing costs of sponsorship and the ease of establishing return on investment encourage marketers to involve themselves in sponsorship marketing.

Question 20

The reason behind using global advertising for global marketing is that significant cost savings can be realized through a single worldwide ad campaign.

Question 21

Natural Waters Inc.is a packaged drinking water company based in Ohio.The company contributes a bottle of water to every 10 sold in the U.S.,to a foundation in Africa that supplies it to the poor.Identify the type of marketing undertaken by Natural Waters.

A) Loyalty marketing
B) Cause-related marketing
C) Relationship marketing
D) Personalized marketing

Question 22

Which of the following is true about personal selling?

A) It allows for immediate feedback on customer reaction as well as information on markets.
B) Its costs per contact are the least amongst the different types of promotional tools.
C) It is similar to advertising as it involves no direct relations between the seller and the buyer.
D) It is the least effective of the promotional tools available to the marketer.

Question 23

The ideal situation in developing a message strategy is to have a _____,which refers to a product that is manufactured,packaged,and positioned the same globally.

A) world brand
B) product class
C) brand mark
D) product family

Question 24

_____ involves relaxing most of the controls over foreign affiliates and allowing them to pursue their own promotional approaches.

A) Centralization
B) Glocalization
C) Localization
D) Decentralization

Question 25

Which of the following is a disadvantage of direct exports?

A) Exporters have to engage in cooperative advertising which decreases the overall promotional budget for the product.
B) Exporters will have no opportunity to sell the product with intermediaries.
C) Exporters encounter possible gatekeeping by intermediaries.
D) Exports have to face minor learning about sales in the markets that buy the product.

Question 26

When an exporter uses indirect exports to reach international markets,the export process is said to be _____.

A) internalized
B) externalized
C) outsourced
D) localized

Question 27

Developing the promotional message is referred to as _____.

A) ambush marketing
B) creative strategy
C) sales promotion
D) cooperative advertising

Question 28

The process of converting a message into a symbolic form so that it is properly understood by the receiver is called _____.

A) forwarding
B) encoding
C) decoding
D) kinesics

Question 29

_____ involves direct relations between the seller and the prospective buyer or customer.

A) Advertising
B) Personal selling
C) Sales promotion
D) Publicity

Question 30

What is the purpose of direct marketing?

A) To use an event without the permission of the event owner
B) To establish a relationship with a customer in order to initiate immediate and measurable responses
C) To give the exporter's product local flavor and increase the overall promotional budget for the product
D) To be prepared to utilize the tremendous power of the multinational corporation in a responsible manner and, in the case of pressure, to counter criticisms swiftly

Question 31

Which of the following statements about local campaign objectives is true?

A) They are exclusively product-related.
B) They set measurable targets for individual markets.
C) They are developed exclusively by headquarters.
D) They are related solely to the entity itself.

Question 32

Once a sender has placed a message into a channel or a set of channels and directed it to the intended destinations,the completion of the process is dependent on the receiver's _____.

A) feedback
B) forwarding
C) decoding
D) outcome

Question 33

The message _____ is the path through which the message moves from source to receiver.

A) pathway
B) pipeline
C) tunnel
D) channel

Question 34

_____ will give the exporter's product local flavor and increase the overall promotional budget for the product.

A) Ambush marketing
B) Database marketing
C) Cooperative advertising
D) Internal public relations

Question 35

_____ is an umbrella campaign to boost the image of lesser-known product lines or make the company itself be understood correctly or perceived more positively.

A) Personal selling
B) Market segmentation
C) Corporate image advertising
D) Undifferentiated marketing

Question 36

_____ refers to the interference that is caused when a message moving through a channel gets subjected to the influence of extraneous and districting stimuli.

A) Noise
B) Feedback
C) Decoding
D) Disarray

Question 37

A media strategist would need data on all of the following EXCEPT _____.

A) media audiences
B) product placement
C) advertising exposure
D) media distribution

Question 38

The major problems affecting global promotional efforts involve _____.

A) conforming to the uniform legal standards globally
B) homogeneous global demands
C) conflicting national regulations
D) undifferentiated marketing demands

Question 39

Creating brand awareness by featuring a product in visual media such as movies,TV shows,videogames,or Internet sites is known as _____.

A) CGM marketing
B) cause-related marketing
C) product differentiation
D) product placement

Question 40

Which of the following is a kind of marketing in which the company,or one of its brands,is linked to issues such as environmental protection or children's health?

A) Loyalty marketing
B) Cause-related marketing
C) Relationship marketing
D) Personalized marketing

Question 41

Which of the following is a sales promotion activity directed at intermediaries?

A) Couponing
B) Cooperative advertising
C) Premiums
D) Cents-off packs

Question 42

_____ marketing involves the marketer's investment in events or causes and is specially directed for the most part at sports events and cultural events.

A) Ambush
B) Custom
C) Sponsorship
D) Channel

Question 43

What are the reasons for a firm's nonparticipation in trade fairs?

Question 44

Which of the following is a reason for nonparticipation in trade shows?

A) It is difficult for the firm to choose the appropriate trade fairs for participation.
B) Exporters are able to reach a sizable number of sales prospects but over an extensive time period.
C) Exporters are able to reach a sizable number of sales prospects but at very high costs per contact.
D) They are an expensive way of obtaining evaluative data on the effectiveness of a promotional campaign.

Question 45

Which of the following is an advantage of the Internet?

A) Every individual around the world is connected via the Internet.
B) There are hardly any adjustments that need to be made by exporters for each market served.
C) Internet diffusion always reaches the targeted customer.
D) The Internet provides the opportunity to actually close sales.

Question 46

_____ marketing is the use of an event without the permission of the event owner.

A) Event
B) Cause
C) Ambush
D) Personalized

Question 47

Which of the following is true about cause-related marketing?

A) It is developed mainly as a response to a crisis.
B) It is developed to increase the firm's profits.
C) It is developed as a social vision and a long-term social policy.
D) It is developed mostly as a piecemeal effort to generate publicity.

Question 48

SnackTime Inc.,a manufacturer of snacks,was the official sponsor of a cultural event conducted in Tampa,Florida.During the course of the event,it was noticed that other local snack competitors had placed their stalls outside the venue,selling their snacks and soft drinks.What kind of marketing is being demonstrated by SnackTime's competitors?

A) Cause-related marketing
B) Piggyback marketing
C) Ambush marketing
D) Channel marketing

Question 49

Which of the following is an argument in favor of the participation of exporters in a trade show?

A) Due to the availability of resources, there is no difficulty in choosing the appropriate trade fairs for participation.
B) The low costs associated with trade shows enable exporters to reach a sizable number of sales prospects in a brief time period.
C) There is a constant level of coordination among larger exporters with multiple divisions.
D) The opportunity to find an intermediary may be one of the best reasons to attend a trade show.

Question 50

_____ is the securing of editorial space to further marketing objectives.

A) Public relations
B) Advertising
C) Publicity
D) Personal selling

Question 51

External public relations is focused on interactions with _____.

A) employees
B) supervisors
C) customers
D) managers

Question 52

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

A) Ambush
B) Sponsorship
C) Database
D) Undifferentiated

Question 53

_____ is the marketing communications function charged with executing programs to earn public understanding and acceptance,which means both internal and external communication.

A) Cooperative advertising
B) Sales promotion
C) Ambush marketing
D) Public relations

Question 54

SigmaDrinks Inc.,a Florida-based soft drinks manufacturing company,has been providing funds to promote local cultural events in Florida.It has recently started providing funds for literary events at schools and colleges in other states too.What kind of marketing is SigmaDrinks demonstrating?

A) Ambush marketing
B) Channel marketing
C) Sponsorship marketing
D) Piggyback marketing

Question 55

Explain the significance of local campaign objectives.

Question 56

Which of the following is true about public relations?

A) The public relations function is handled exclusively by the human resources department of the firm.
B) The employee publication is produced and edited typically by the company's external public relations.
C) Companies might require reactive public relations in case of any unanticipated developments in the marketplace.
D) The use and extent of public relations activity will remain constant irrespective of the company and the type of activity needed.

Question 57

Explain crisis management.

Question 58

_____ is a form of communication where consumers can find or initiate topics of interest on the Web and engage in online discussions using bulletin boards,blogs,podcasts,and Web sites.

A) CPM
B) CRM
C) CGM
D) CAD