Deck 10: Designing, Managing Integrated Marketing Communications, Managing Retailing, Wholesaling, and Logistics

Question 1

The fastest user adoption of Facebook in the Arab World occurs in which of the following age segments?

A) 35 44 year olds
B) those under 18
C) 55 +
D) 16 24 year olds
E) Under 25s

Answer 1

55 +

Question 2

The small beach resort of Wadi Shab seeks tourists from other parts of the Arab world but has no name recognition in the region. What is one the first approaches it need to take to change this?

A) advertising
B) brand recall
C) brand awareness
D) marketing mix strategy
E) brand recognition

Answer 2

brand awareness

Question 3

Only five percent of all content online is Arabic, not offering Arabic consumers much choice.

Answer 3

False

Question 4

People in the Arab world spend as much time watching the television as they do browsing the internet.

Question 5

Some members of the target market for Wadi Shab have conviction but have not got around to visiting. What can a marketing team do to change this?

A) Build consumer's conviction to convince them
B) advertise on Facebook
C) invest in television advertising
D) produce coupons and discount offers for visits
E) build a brand awareness campaign

Question 6

Al Jawhara chose famous movie stars Omar El Sharif and Yousra to advertise its porcelain. Both movie stars are icons for superior taste and elegance. Their unique style reflected the company's
________

A) assessts
B) critical personality
C) brand dilution
D) brand personality
E) brand recall

Question 7

In recent years the growth of nonpersonal channels has taken place through events and experiences. What are the reasons behind this growth?

Question 8

Ikea and Dary in Egypt are stores which are known as category killers, featuring a deep assortment of products in one category. These category killers are often ________.

A) specialist retailers
B) catalog showrooms
C) superstores
D) department stores
E) off-price retailer

Question 9

Retailers will always stock new products for free, as it shows they are willing to sell new things.

Question 10

Sinbadmall.com was the first online shopping website in the Arab world. It can be described as:

A) nonstore based retailer
B) loss leader
C) giant retailer
D) conglomerate
E) store-based retailer

Question 11

Nayomi is an Arab world lingerie company. Its ________ are fashion-conscious Arab women.

A) target market
B) profile audience
C) marketing deciders
D) segmented market
E) product assortments

Question 12

It is important to mention that merchandise may vary by ________. What can be appealing to the tastes and preferences of consumers in Oman, for example, may not be appealing to Kuwaiti or Bahraini consumers.

A) target market
B) geographical market
C) merchandising
D) procurement
E) product assortment

Question 13

Whatever retailers do to enhance ________, they must keep women in mind. Although in some parts of the Arab world, women are not the main decision-makers in a household, the female role is increasing.

A) customer visibility
B) customer delivery
C) product assortment
D) customer equity
E) brand dilution