Deck 16: International Sales Promotions and Public Relations

Question 1

What level of planning focuses on specific marketing activities and programs that support the overall direction set at the strategic level?

A) Strategic planning
B) Operational planning
C) Tactical planning
D) Functional planning
E) Departmental planning

Answer 1

C

Question 2

Which of the following delineates why the organization exists and guides the overall direction of a firm?

A) Strategic plans
B) Positioning maps
C) Segmentation statements
D) Creative briefs
E) Mission statement

Answer 2

E

Question 3

Which of the following plays an important role in keeping all parties informed in international strategic marketing?

A) Segmentation
B) Promotional campaigns
C) Organizational communication
D) Targeting
E) Positioning

Answer 3

C

Question 4

Which of the following directs every element of an international marketing program?

A) Strategic plan
B) Marketing plan
C) Creative brief
D) Promotions campaign
E) Positioning statement

Question 5

Which of the following,when combined with opportunities for the firm,creates the springboard for international marketing programs?

A) Market segmentation
B) Market planning
C) Competitive advantages
D) SWOT analyses
E) Positioning statements

Question 6

The key elements in the international strategic planning process include all of the following except:

A) Mission statement formulation
B) Environmental analysis
C) Forecast of future events
D) Determination of goals
E) Studies of customer satisfaction

Question 7

Which of the following focuses on measuring progress against what was planned,taking corrective actions when they are needed,and rewarding success?

A) Planning
B) Organizing
C) Control
D) Strategic management
E) Positioning

Question 8

According to the text,the international marketing planning process occurs at all of the following levels except:

A) Strategic
B) Tactical
C) Concentric
D) Operational
E) Departmental

Question 9

Which of the following means doing the right things?

A) Efficiency
B) Resourcefulness
C) Effectiveness
D) Sustainability
E) Global mindedness

Question 10

The strategic plan dictates all of the following except:

A) Markets to be targeted
B) Products to be sold
C) Pricing methods
D) Distribution channels
E) Economic conditions

Question 11

Which of the following focuses on the overall direction of the firm,the development of goals,and the allocation of resources in the pursuit of those goals?

A) Strategic planning
B) Marketing planning
C) Creative briefing
D) Promotions campaigning
E) Positioning

Question 12

Which outlines the overall direction for an organization?

A) Mission statement
B) Assessment program
C) Organizational structure
D) Strategic plan
E) Positioning statement

Question 13

What level of managers develops strategic plans for the international company?

A) Top managers
B) Middle managers
C) Functional managers
D) Operational managers
E) Departmental

Question 14

Which process involves managers developing the goals,strategies,and activities that will best position the firm for success in the international marketplace?

A) Planning
B) Organizing
C) Control
D) Strategic management
E) Positioning

Question 15

Which of the following dictates the day-to-day entry-level activities that are crucial parts of successful international marketing programs?

A) Strategic planning
B) Operational planning
C) Tactical planning
D) Functional planning
E) Departmental planning

Question 16

Which of the following means doing things right?

A) Efficiency
B) Resourcefulness
C) Effectiveness
D) Sustainability
E) Global mindedness

Question 17

Which of the following focuses on conducting international operations in ways that enable the firm to reach its international marketing goals?

A) Efficiency
B) Resourcefulness
C) Effectiveness
D) Sustainability
E) Global mindedness

Question 18

Which of the following means conducting international marketing activities without wasting time and resources?

A) Efficiency
B) Resourcefulness
C) Effectiveness
D) Sustainability
E) Global mindedness

Question 19

Which of the following is the process through which management designs the structure of the organization,assigns responsibilities,and ensures effective communication flows throughout the company?

A) Planning
B) Organizing
C) Control
D) Strategic management
E) Positioning

Question 20

Which is not an identifiable part of a business?

A) Managerial units
B) Strategic business units
C) Customers
D) Profit centers
E) Revenue centers

Question 21

An international marketer's orientation may be all of the following except:

A) Ethnocentric
B) Polycentric
C) Regiocentric
D) Geocentric
E) Centrocentric

Question 22

Which of the following is a strategic,nonfinancial goal as discussed in the text?

A) Sales figures
B) Return on investment
C) Improve company image
D) Increase brand market share
E) Overall market penetration

Question 23

Which of the following includes an analysis of various internal and external factors present in the international marketing environment?

A) Environmental scanning
B) Environmental assessment
C) Segmentation analysis
D) Positioning analysis
E) Market research projects

Question 24

Which structure is a simple structure in which products are simply shipped to customers from the company or through an intermediary?

A) Direct exporting
B) International division
C) Direct functional reporting
D) Strategic alliances
E) Regional-based organization

Question 25

Which of the following does not belong?

A) Managerial units
B) Strategic business units
C) Products
D) Profit centers
E) Revenue centers

Question 26

Which involves parts of the world being managed separately?

A) Direct exporting
B) International division
C) Direct functional reporting
D) Matrix
E) Regional-based organization

Question 27

The most appropriate course of action for an international marketer when a strength matches with a threat is which of the following?

A) Plan to pursue
B) Decide to pursue or not
C) Monitor
D) Plan to fend off threat
E) Pursue alternative segments

Question 28

Which of the following sets the framework for the strategic planning process?

A) Economic conditions
B) Sales projections
C) Channel relationships
D) Changes in technology
E) Positioning changes

Question 29

When Nokia introduced three separate phones internationally,as discussed in the text,it was pursuing which of the following strategies?

A) Plan to pursue
B) Decide to pursue or not
C) Monitor
D) Plan to fend off threat
E) Pursue alternative segments

Question 30

Which of the following becomes especially important when establishing international communication and control systems?

A) Segmentation
B) Planning
C) Technology
D) Channel relationships
E) Logistics management

Question 31

The most appropriate course of action for an international marketer when a weakness matches with a threat is which of the following?

A) Plan to pursue
B) Decide to pursue or not
C) Monitor
D) Plan to fend off threat
E) Pursue alternative segments

Question 32

The most appropriate course of action for an international marketer when a strength matches with an opportunity is which of the following?

A) Plan to pursue
B) Decide to pursue or not
C) Monitor
D) Plan to fend off threat
E) Pursue alternative segments

Question 33

The most appropriate course of action for an international marketer when a weakness matches with an opportunity is which of the following?

A) Plan to pursue
B) Decide to pursue or not
C) Monitor
D) Plan to fend off threat
E) Pursue alternative segments

Question 34

Which of the following is not an external factor that influences organizational design decisions?

A) International competition
B) Company employee morale
C) Customer profiles
D) Governmental forces
E) Distance to international customers

Question 35

Which structure allows for flexibility as a group of engineers or financing experts can provide services to various regions?

A) Direct exporting
B) International division
C) Direct functional reporting
D) Matrix
E) Regional-based organization

Question 36

Which structure would work best when tight control and frequent communication is desired by an international marketer?

A) Direct exporting
B) International division
C) Direct functional reporting
D) Matrix
E) Regional-based organization

Question 37

Strategic managers forecast in all of the following areas except:

A) Economic conditions
B) Sales projections
C) Channel relationships
D) Changes in technology
E) Potential profits

Question 38

SWOT stands for which of the following?

A) Strategic plan, weaknesses, objectives, and targets
B) Segmentation, weaknesses, objectives, and threats
C) Segmentation policy, weaknesses, opportunities, and targets
D) Strengths, weaknesses, obligations, and targets
E) Strengths, weaknesses, opportunities, and threats

Question 39

Which structure involves a central control department being responsible for international marketing and sales activities and this division is held distinct from domestic marketing activities?

A) Direct exporting
B) International division
C) Direct functional reporting
D) Strategic alliances
E) Regional-based organization

Question 40

Which structure allows for the presence of foreign offices,but streamlines reporting duties directly to the domestic marketing manager?

A) Direct exporting
B) International division
C) Direct functional reporting
D) Strategic alliances
E) Regional-based organization

Question 41

International marketing control consists of all of the following steps except:

A) Restate the standard
B) Measure performance as it relates to the standard
C) Compare performance to the standard
D) Make a decision
E) Analyze the environment

Question 42

Emerging formal communication channels include all of the following except:

A) Websites
B) Memos
C) Mobile phones
D) Intranet
E) Satellite transmissions

Question 43

Organizing is the process through which management designs the structure of the organization,assigns responsibilities,and ensures effective communication flows throughout the company.

Question 44

Effectiveness focuses on conducting international operations in ways that enable the firm to reach its international marketing goals.

Question 45

Effectiveness means doing things right.

Question 46

Which of the following countries is not included in CIVETS?

A) China
B) Indonesia
C) Vietnam
D) Egypt
E) Turkey

Question 47

The planning process involves managers developing the goals,strategies,and activities that will best position the firm for success in international marketplace.

Question 48

Two important themes in strategic planning,organizing,and controlling include organizational efficiency and effectiveness.

Question 49

Which of the following is not a component of an international marketing plan?

A) Executive summary
B) Situational analysis
C) Creative brief
D) Target market description
E) International marketing goals and objectives

Question 50

Increased standardization may be the result of which of the following,which refers to the growing similarities between customers globally?

A) Cultural distinctiveness
B) Cultural awareness
C) Cultural acceptance
D) Cultural convergence
E) Cultural transference

Question 51

"EAGLES," as it pertains to emerging markets in international marketing,includes all of the following countries except:

A) South Korea
B) Brazil
C) Egypt
D) Turkey
E) Argentina

Question 52

Which of the following consists of an analysis of the internal,external,and customer environments?

A) Executive summary
B) Situational analysis
C) Target market description
D) International marketing goals and objectives
E) Positioning statement

Question 53

Strategic indicators include all of the following except:

A) Profitability
B) Market share
C) Corporate/brand image
D) Overall sales
E) Levels of success of competitors

Question 54

Control in an international marketing environment focuses on measuring progress against what was planned,taking corrective actions when they are needed,and rewarding success.

Question 55

Efficiency means doing the right things.

Question 56

An international strategic plan provides the basis for all international marketing activities.

Question 57

Efficiency means conducting international marketing activities without wasting time and resources.

Question 58

Tactical planning focuses on the overall direction of the firm,the development of goals,and the allocation of resources in the pursuit of those goals.

Question 59

Operational planning focuses on specific marketing activities and programs that support the overall direction set at the strategic level.

Question 60

Traditional formal communication channels include all of the following except:

A) Direct messages
B) Meetings
C) Letters
D) Memos
E) Satellite transmissions

Question 61

Region-based organizational structures grow in usage as trade areas continue to grow worldwide.

Question 62

A truly global organization requires organizational designs such as the regional or matrix forms of structure.

Question 63

Formal communication travels through channels that are designated or chosen by organizational leaders.

Question 64

Organizational structure decisions are affected by the level and intensity of international competition.

Question 65

The international division structure is rarely used in international marketing today.

Question 66

International marketers should use a monitor response to weaknesses that match threats in the environment.

Question 67

At the strategic level,goals are often expressed in financial terms.

Question 68

Ethnocentric organizations prefer to use host-country nationals in their international marketing activities.

Question 69

A strategic business unit does not have specific goals or objectives in an international marketing context.

Question 70

Organizational structure can help mitigate the negative effects of asymmetry.

Question 71

Evaluation,measurement,and control efforts at the tactical level pertain to the specific goals and objectives identified by the marketing plan.

Question 72

All elements found in a SWOT analysis are in a company's internal environment.

Question 73

Companies desiring to stay close to international customers will often choose the direct functional reporting organizational structure.

Question 74

Governmental forces can dictate organizational structures.

Question 75

Asymmetry results from differences in market position,proprietary knowledge,and overall company size.

Question 76

It is most common that an international organization will begin international marketing operations with a matrix organizational structure.

Question 77

The marketing plan confirms that the target market will be large enough to support market entry and will lead to the selection of an entry mode.

Question 78

Allocating resources is not part of the strategic planning process.

Question 79

The simplest type of organizational structure in international marketing is the matrix organization.

Question 80

The mission statement guides the direction of a firm.