Deck 12: Marketing Communications

Question 1

Direct marketing establishes a relationship with a customer in order to initiate immediate and measurable responses.

Answer 1

True

Question 2

The actual face-to-face negotiations and the approach used in them will depend only on the cultural background.

Answer 2

False

Question 3

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

Answer 3

True

Question 4

The human voice is not considered a message channel.

Question 5

The two main concerns when selecting media are effectiveness in reaching the appropriate target market and placing the advertising in a program that has dominance in strategy, participation and destination.

Question 6

The elements of the promotional mix are media, methods, mechanicals and motivation.

Question 7

Encoding the message is converting information into a symbolic form that is sent to the receiver.

Question 8

When the exporter uses indirect exports to reach international markets, the export process is externalized through an intermediary who takes care of the international sales effort.

Question 9

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

Question 10

Customer relationship management includes sales efforts linked to customer information whereby an exporters sales office in direct contact with the target market buyer.

Question 11

When someone responds to a message through any one of a variety of means, this is termed feedback.

Question 12

Network television is the main communication tool used by exporters to communicate with the foreign marketplace from their domestic base because U.S. networks are now globally satellite-distributed.

Question 13

No promotional tool should be used in isolation or without regard to the other tools; hence, there is a trend toward integrated marketing communications or the IMC process.

Question 14

Marketing goods and services through trade shows is a European tradition that dates back to 1240 A.D.

Question 15

Interference in the message transmission including environmental sounds, lack of receiver focus and other aural pollution is known as contrafusion.

Question 16

Negotiator characteristics such as gender, race, or age, may work for against the exporter of certain cultures.

Question 17

Personal selling is the most effective of the promotional tools available to the marketer, and the cost per contact sale is low because of the personal nature of the process.

Question 18

There are three stages to the international business negotiation process and they are foundation, situation, and exploitation.

Question 19

The connector for the message between sender and receiver in communication is known as the pipeline.

Question 20

In effective communication, there are four elements, the sender, the syncopator, the receiver and the refractor.

Question 21

Which of the following is not part of the influences on negotiation style?

A) Climate
B) Attitudes
C) Expectations
D) Habitual Behavior

Question 22

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

A) posting.
B) placing.
C) decoding.
D) slacking.

Question 23

Identify the following: Any form of nonpersonal presentation of ideas, goods or services by an identified sponsor, with predominant use of mass communication.

A) Business press
B) Advertising
C) Soliciting
D) Charitable trust

Question 24

The path through which the message movers from source to receiver is called which of these?

A) Pathway
B) Pipeline
C) Tunnel
D) Channel

Question 25

Identify one of the following groups that are not part of the "How to Negotiate in Other Countries" section of the text.

A) Team assistance, traditions/customs and language capability.
B) Diet recognition, political hierarchy and gift-giving.
C) Authority limits, patience and ethics.
D) Silence, persistence and holistic views.

Question 26

Identify the term describing the tools the international marketer has available to form a total communications program.

A) Marketing mix
B) Campaign mix
C) Distribution mix
D) Promotional mix

Question 27

Any form of non-paid, commercially significant news or editorial comment about ideas, products or institutions is identified as:

A) free speech.
B) constitutional.
C) a right.
D) publicity.

Question 28

Advertising is considered what kind of marketing strategy?

A) Safe
B) Secure
C) Intelligent
D) Pull

Question 29

Which of the following are the two biggest dangers faced international negotiations?

A) Lack of interest and resources
B) Punitive damage and lawsuits
C) Parochialism and stereotyping
D) Flattening and wholesaling

Question 30

Identify the term that describes the message moving through a channel is subject to the influence of extraneous and districting stimuli which interfere with the indented accurate reception of the message.

A) Noise
B) Clutter
C) Space
D) Disarray

Question 31

Which of the following is NOT a stage of international negotiation?

A) The offer
B) Consortium
C) Strategy formulation
D) Implementation

Question 32

Which of the following is not part of the communications model presented in the text?

A) Sender
B) Message
C) Focus
D) Receiver

Question 33

The process of creating and sending the message from the sender to receiver is called:

A) patterning.
B) encoding.
C) formulation.
D) pledging.

Question 34

What is the first step in developing a communications strategy?

A) Developing art for arts sake
B) Respond to competitor's campaigns
C) Implement the campaign
D) Assess what characteristics and benefits should be communicated

Question 35

The practice of promoting the interests of the company by associating it with a specific event or a cause is referred to as:

A) blasting.
B) sponsorship.
C) eventizing.
D) market driven.

Question 36

Personal selling would be considered which type of strategy?

A) Push
B) Frontal
C) Point of Purchase
D) Differential

Question 37

When multiple forms of message delivery are used to develop a relationship with the prospect, this synergy is that is also known as IMC Process is described as:

A) Integrated marketing communications.
B) separate but equal.
C) fluid.
D) Intellectually manipulative campaigns.

Question 38

Identify the term defined as direct inducements that provide extra product value or incentive to the sales force, intermediaries or ultimate consumers.

A) Press agentry
B) Media kit
C) Post production
D) Sales promotion

Question 39

The process of assisting and persuading a prospect to buy a good or service or to act on an idea through the use of person-to-person communication with intermediaries and/or final customers is known as:

A) facsimile.
B) personal selling.
C) placement.
D) publicity.

Question 40

Which is the best method for international buyer-seller negotiations?

A) Fax
B) E-mail
C) Face-to-face
D) Mail

Question 41

For the marketer-intermediary interaction to work, which one is not one of the general guidelines?

A) Research the customer
B) Work with the culture
C) Know the sales force
D) Learn from your local representatives

Question 42

What is the purpose of direct marketing?

A) To direct the activities of the advertising partners
B) To establish a relationship with a customer in order to initiate immediate and measurable responses
C) To flip the focus from pre-purchase to purchase
D) Differentiation

Question 43

What is the only objective way one can compare two different forms of media?

A) Cost per thousand
B) Sanitation method
C) Outsourcing
D) Agency fluency

Question 44

When a company uses the telephone as a means of marketing, this is called:

A) telefutura.
B) phone padding.
C) electronic audio sales.
D) telemarketing.

Question 45

What is the name of the publication which provides a complete list of coverage and circulation information for media planners?

A) Bluebook
B) Cost plus media
C) Standard rate and data service
D) Media mogul

Question 46

When the United States sponsors a specialized event in order to expand the sale of goods and services and to promote establishment of agencies and representation abroad, this act is called:

A) a focus group.
B) trade missions.
C) retail organization.
D) fitness franchise.

Question 47

If the exporter is in the position to define the __________ clearly, the choice of media will be easier and more effective.

A) cost
B) place
C) exporter
D) target market

Question 48

What are the two basic tools that an exporting international marketer in the communications effort?

Question 49

What is the dual purpose of effective and efficient communication?

Question 50

What is the name of the publication the U.S. Department of Commerce produces which is an effective medium for the marketer interested in making itself and its products known worldwide?

A) Commerce Today
B) The International Marketer
C) Post Modern Marketing
D) Commercial News USA

Question 51

A domestic based exporter may have an arrangement with a partner in a foreign market to help manage the promoter-agency relationship. What is this partner called?

A) Spacer
B) Affiliate
C) Presenter
D) Constrictor

Question 52

When the exporter uses indirect exports to reach international markets, the export process is:

A) internalized.
B) externalized.
C) modified rebuy.
D) just in time.

Question 53

What is one reason that the text cites as support of the idea that the Internet is beneficial to marketing?

A) Finality
B) Direct connect
C) 24-hour access
D) Base monitoring

Question 54

How should one use communication to be effective, maximize their outcome, and be successful overall?

Question 55

Identify the term below that is not identified as a benefit of trade fairs.

A) Introduce a product
B) Promote a product
C) Demonstrate new products
D) Establish marketing agreements between franchises

Question 56

What are the two main concerns when selecting media to purchase?

A) Size and frame
B) Effectiveness and efficiency
C) Space and utility
D) Racing and splitting

Question 57

Which one of the following is not one of the communications tools used by exporters to communicate with the foreign marketplace form their domestic base?

A) Short wave radio
B) Business and trade journals
C) Directories
D) Internet

Question 58

What category is not a typical exhibitor at a trade show?

A) Manufacturers
B) Distributors
C) Vendors
D) Customers