Deck 13: International marketing communications

Question 1

The first stage when planning a marketing communications campaign is to determine specific campaign objectives.

Answer 1

False

Question 2

There is agreement on the effectiveness of product placement in movies for creating brand awareness.

Answer 2

True

Question 3

Complications in international marketing may arise if a particular medium does not reach the targeted audience, which is currently the case for internet communications.

Answer 3

False

Question 4

An increasing number of companies are engaging in corporate image advertising.

Question 5

An exporter, if it has a sufficient budget, may ask its domestic agency to set up a branch overseas.

Question 6

Thirteen of the world's top 25 advertising agencies are based in the USA.

Question 7

A major problem affecting promotional efforts in the European Union is that there is no uniform legal standard.

Question 8

The first step in formulating marketing communications strategy is to assess marketing communications opportunities.

Question 9

Public relations is the marketing communications function charged with executing programs to earn public understanding and acceptance.It has two forms: external and proactive.

Question 10

Many firms can afford expenditures for promotion that is done as 'art for art's sake' or only because major competitors do it.

Question 11

A customer's motivation to buy depends on the diffusion of the product.

Question 12

Despite the economic promise of emerging markets, the development of direct marketing is constrained by negative attitudes towards Western business practices and problems with distribution networks and marketing support systems, as well as bureaucratic obstacles.

Question 13

The choice between media vehicles and the development of a media schedule is formed on the basis of target audience characteristics, campaign objectives and media availability.

Question 14

Nothing is more essential to the planning of international promotional campaigns than the establishment of clearly defined, measurable objectives.

Question 15

Effective communication is particularly important in international marketing because of the geological and psychological distances that separate a firm from its intermediaries.

Question 16

The marketing of industrial goods is not generally done using personal selling.

Question 17

Whatever the goal of the communication process, the sender needs to study receiver characteristics before encoding the message in order to achieve maximum impact.

Question 18

Because of monetary constraints that most exporters face, promotional efforts should be concentrated on key markets.

Question 19

Promotional tools should be spontaneous according to target market and product characteristics, the size of the promotional budget, the type and length of international involvement, and control considerations.

Question 20

In selecting the appropriate media, a strategist will need, ideally, data on media distribution, audiences and advertising exposure.

Question 21

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

A)Know the sales scene.
B)Research the customer.
C)Learn from your local representatives.
D)Insist on a contractual agreement emphasising contingency arrangements.

Question 22

Personal selling allows for:

A)immediate feedback on customer reaction.
B)feedback on costs.
C)immediate feedback on industry competitiveness.
D)input on costs.

Question 23

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

A)gatecrash marketing.
B)event gatecrashing.
C)ambush marketing.
D)event spear marketing.

Question 24

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

A)Tug strategies; shove strategies
B)Shove strategies; tug strategies
C)Pull strategies; push strategies
D)Push strategies; pull strategies

Question 25

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

A)assessing marketing communications opportunities.
B)analysing the resources available.
C)determining marketing communications objectives.
D)determining the competitor's response.

Question 26

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

A)Assess marketing communications opportunities.
B)Analyse the resources available for marketing communications.
C)Assign specific marketing communication tasks and activities.
D)Consider the possible promotions.

Question 27

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:

A)a pull strategy
B)a push strategy
C)a push and pull strategy
D)public relations

Question 28

Global media have:

A)target audiences on at least three continents.
B)an office in at least three countries.
C)a centralised television system.
D)a focus on global industries like the Atlantis.

Question 29

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:

A)movie marketing.
B)out takes.
C)intakes.
D)product placement.

Question 30

Planning promotional campaigns consists of:

A)seven stages, including determining the message.
B)six stages, including determining target audience size.
C)six stages, including determining media strategy.
D)nine stages, including control decisions.

Question 31

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

A)distinct; general
B)general; distinct
C)vertical; horizontal
D)horizontal; vertical

Question 32

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

A)Objective and task
B)Percentage of sales
C)Executive judgment
D)Pre-planned experimental approach

Question 33

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

A)objectives.
B)strategies.
C)budgets.
D)costs.

Question 34

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

A)language differences
B)cultural noise
C)proxemics
D)paralanguage

Question 35

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

A)Placing of reciprocal ads
B)Knowing the sales scene
C)Researching the customer
D)Working with the culture

Question 36

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

A)differences
B)similarities
C)characteristics
D)income

Question 37

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

A)Switzerland
B)Belgium
C)Holland
D)Portugal

Question 38

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

A)diffusion of the product or service.
B)product's position.
C)criteria on which the customer will evaluate the product.
D)All of these choices

Question 39

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

A)Direct marketing
B)Online marketing
C)Telemarketing
D)Database marketing

Question 40

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

A)corporate image advertising.
B)umbrella marketing.
C)image marketing.
D)unsubstantiated marketing.

Question 41

The planning for promotional campaigns consists of seven stages.Which of the following is not one of the stages?

A)Determine the geographical market.
B)Determine specific campaign objectives.
C)Determine the message.
D)Determine campaign effectiveness.

Question 42

Cisco Systems' Networking Academy is an example of how a marketer can link philanthropic strategy, its competitive advantage and broader social good.To address a chronic deficit in IT job applicants, the company created the Network Academy concept to contribute networking equipment to schools.This is an example of:

A)corporate marketing.
B)cause-related marketing.
C)international marketing.
D)network marketing.

Question 43

Which of the following statements is incorrect?

A)The percentage of sales budgeting method is the most popular in the world.
B)The percentage of sales budgeting method is very popular in Brazil and Hong Kong.
C)The objective and task budgeting method is very popular is Canada.
D)The matched competitors budgeting method is nowadays the least used budgeting method.

Question 44

______________ of (advertising)decision-making authority is now the trend, including those concerning the creative product.

A)Centralisation
B)Marketisation
C)Localisation
D)Decentralisation

Question 45

How does having an internet presence support the exporter's marketing communications effort?

Question 46

The main communications tools used by exporters to communicate with the foreign marketplace from their domestic base are ____________, directories, direct advertising, the internet, ________and missions, and ____________.

A)magazines; trade fairs; personal selling
B)trade journals; trade fairs; personal selling
C)magazines; trade fairs; sponsorship
D)public relations; trade fairs; personal selling

Question 47

Why do international marketers use advertising agencies?

Question 48

The purpose of direct marketing is establish a relationship with a customer in order to:

A)reduce the likelihood of the influence of competitor advertising.
B)help the customer understand the marketing campaign personally.
C)initiate immediate and measurable responses.
D)highly personalise the tools of communication.

Question 49

The following are among the reasons cited for non-participation in trade fairs, except:

A)high costs.
B)difficulty in choosing the appropriate trade fairs for participation.
C)the problem of coordination for larger exporters with multiple divisions.
D)that a company reaches only a small number of sales prospects in a limited period of time.

Question 50

What is the largest marketing organisation (in terms of income)in the world?

A)Trump Marketing
B)Omnicom Group
C)WPP
D)PublicisGroupe

Question 51

The creative people must have a clear idea of the characteristics of the audience expected to be exposed to the message.Customer motivations will vary.According to the text, which of the following is not a factor?

A)The diffusion of the product or service into the market
B)The criteria on which the customer will evaluate the product
C)The product's positioning
D)Market wealth and potential

Question 52

What is harmonisation of strategy?

Question 53

Which of the following is not a promotional budgeting method?

A)Percentage of sales
B)Competitors parity
C)Industry standards
D)Affordability

Question 54

The advertising effectiveness measures most used include:

A)sales, awareness and recall.
B)expert testimony.
C)profitability, coupon return and medium.
D)customer feedback.

Question 55

What is the main concern about using a multinational mega-agency?

A)The agency will not be able to provide effective marketing solutions.
B)The agency will charge fees to the buyer that exceed the original costs in the bid.
C)There will be a conflict of interest.
D)The agency won't be able to manage the pressure of serving an international company.

Question 56

Which of the following is incorrect?

A)Coca-Cola's worldwide theme 'Can't Beat the Feeling' is the equivalent of 'I Feel Coke' in Japan.
B)Advertisers in the Arab world have sometimes found that voices in a TV commercial speak in the wrong Arabic dialect.
C)Procter & Gamble has now moved all of its global brands under a single global agency.
D)All of these statements are correct.

Question 57

Which of the following is not one of the recommended traits of a crisis management policy?

A)Openness about corporate activities
B)Keeping issues and answers internally located
C)Integrity
D)Clear communication

Question 58

Which of the following statements is incorrect?

A)Cinema advertising is important in countries such as India and Nigeria.
B)Australia spends more money on advertising than most of the other major advertising nations combined.
C)Other major spenders are Japan, China, Germany, the UK and Brazil.
D)All of these choices