Deck 13: International Marketing Channel Management

Question 1

Symbolism plays an important role in communication in what type of culture?

A) Low context
B) High context
C) Illustrative
D) Literal
E) Bilateral

Answer 1

B

Question 2

Which of the following are employees who examine messages and prepare individuals for interactions with members of other countries?

A) Translators
B) Communication specialists
C) Cross-cultural specialists
D) Cultural intermediaries
E) Cultural assimilators

Answer 2

E

Question 3

Which of the following describes the person or group of persons for whom a message was intended?

A) Sender
B) Receiver
C) Audience
D) Target
E) Crowd

Answer 3

B

Question 4

Status is particularly important in communication processes in which type of culture?

A) Low context
B) High context
C) Illustrative
D) Literal
E) Bilateral

Question 5

Data play an important role in communication in what type of culture?

A) Low context
B) High context
C) Illustrative
D) Literal
E) Bilateral

Question 6

Which of the following is not in a firm's international promotions mix?

A) Advertising
B) Personal selling
C) Sales promotion
D) Pricing
E) Public relations

Question 7

Which type of culture demonstrates high values toward,and positive attitudes regarding,words?

A) Low context
B) High context
C) Illustrative
D) Literal
E) Bilateral

Question 8

Descriptions are often incomplete in which type of culture?

A) Low context
B) High context
C) Illustrative
D) Literal
E) Bilateral

Question 9

In order to create quality communication,a sender should do all of the following except:

A) Be aware of communication barriers
B) Have empathy for receivers
C) Pay careful attention to nonverbal cues
D) Confirm that message is received as intended
E) Use selective filtering

Question 10

Which of the following types of cultures derive meaning from the use of nonverbal communication?

A) Low context
B) High context
C) Illustrative
D) Literal
E) Bilateral

Question 11

Which of the following is not a type of communication barrier in international marketing?

A) Language and slang
B) Economic system
C) Eye contact
D) Stereotyping
E) Personal space issues

Question 12

Which of the following terms describe individuals who assist in the international communication process and who speak the native language of a host country?

A) Translators
B) Communication specialists
C) Cross-cultural specialists
D) Cultural intermediaries
E) Cultural assimilators

Question 13

Which of the following is the perceived evaluation of a message?

A) Reaction
B) Assimilation
C) Response
D) Feedback
E) Confirmation

Question 14

Any medium that carries a message is referred to as which of the following?

A) Transmission device
B) Listening device
C) Receiver tactic
D) Sender characteristic
E) Noise program

Question 15

Which of the following is not an individual difference that creates a barrier to communication as discussed in the text?

A) Age
B) Gender
C) Level of education
D) Setting
E) Status

Question 16

Which of the following consists of a carefully designed combination of all communications with a company's internal and external publics?

A) Globally integrated marketing communications program
B) Globally integrated promotional program
C) Globally integrated marketing program
D) Globally integrated sales promotion program
E) Globally integrated international promotion campaign

Question 17

Which of the following refers to the process of sending,receiving,and interpreting information?

A) Marketing
B) Communication
C) Promotion
D) Channel management
E) Message transmission

Question 18

Which occurs when a receiver processes a message using his or her various senses?

A) Decoding
B) Arranging
C) Encoding
D) Forming
E) Deciphering

Question 19

What is the name given to all of the potential barriers to communication?

A) Feedback
B) Distortion
C) Noise
D) Complications
E) Disruptions

Question 20

Which of the following is the process of forming verbal and nonverbal cues?

A) Decoding
B) Arranging
C) Encoding
D) Forming
E) Deciphering

Question 21

Traditional advertising media include all of the following except:

A) Television
B) Radio
C) Newspaper
D) Magazine
E) Social networks

Question 22

International advertising objectives include all of the following except:

A) Create brand awareness
B) Build or improve brand image
C) Provide information
D) Changing economic conditions in a region
E) Encourage consumer action

Question 23

The steps of an international advertising management program include all of the following except:

A) Establishing international advertising objectives
B) Creating an international advertising budget
C) Overseeing the advertising program
D) Evaluating management style
E) Assessing advertising effectiveness

Question 24

Attitudinal effects,as they relate to international advertising effectiveness,include all of the following except:

A) Brand recognition
B) Brand recall
C) Brand loyalty
D) Website visits
E) Perceptions of position

Question 25

In an international advertising campaign,which format features advertisements that are run consistently throughout the year?

A) Discontinuous
B) Continuous
C) Pulsating
D) Seasonal
E) Constant

Question 26

Popular international advertising message appeals include all of the following except:

A) Fear
B) Creative
C) Humor
D) Sex/sensuality
E) Scarcity

Question 27

The concept of interest,laughing,and remembering ties to which advertising appeal?

A) Fear
B) Controversy
C) Humor
D) Scarcity
E) Recall

Question 28

Nontraditional media for international advertising include all of the following except:

A) Video games
B) Subway tunnels
C) In-flight airline magazines
D) Radio
E) Movie trailers

Question 29

Which of the following describes the abundance of marketing messages that consumers routinely encounter?

A) Clutter
B) Information overload
C) Message saturation
D) Message overload
E) Message proliferation

Question 30

Which of the following suggests that a message need only be viewed once if the consumer or business is ready to buy?

A) Primary theory
B) Recency theory
C) One-exposure hypothesis
D) Single-communication theory
E) Single-message theory

Question 31

Behavioral effects,as they relate to international advertising effectiveness,include all of the following except:

A) Inquiries
B) Store traffic
C) Direct marketing responses
D) Sales by unit changes in sales volume
E) Perceptions of position

Question 32

Behavioral effects,as they relate to international advertising effectiveness,include all of the following except:

A) A company's image
B) Inquiries
C) Store traffic
D) Sales by unit changes in volume
E) Coupon redemptions

Question 33

A creative brief includes all of the following except:

A) Advertising objective
B) Target audience
C) Advertising budget
D) Advertising message
E) Legal restrictions

Question 34

Which of the following proposes that it takes three encounters with a message before a viewer will notice and recall it?

A) Three-exposure hypothesis
B) Three-encounter theory
C) Three-message hypothesis
D) Three-communications theory
E) Three-message theory

Question 35

Clutter occurs when:

A) Consumers receive an abundance of marketing messages
B) Consumers are frustrated by the message being sent
C) Senders try to stay on message making a single point
D) The transmission device is difficult to access
E) A message is confusing

Question 36

According to the text,which two are not criteria for selecting international advertising agencies?

A) Size and experience
B) Creative ability and services provided
C) Chemistry with the client and experience
D) Conflicts of interest and creative ability
E) Language and slang

Question 37

The two factors that have influenced media selection in international markets over the past decade include:

A) Creative theme and media availability
B) Social networking and import regulations
C) The price for advertising time and the demand for evidence of program effectiveness
D) Emerging market technologies and import regulations
E) Creative briefs and technological support

Question 38

Nontraditional media for international advertising include all of the following except:

A) Video games
B) Movie trailers
C) Subway tunnels
D) In-flight airline magazines
E) Television

Question 39

Which of the following normally serves as a template for an advertising program?

A) Creative brief
B) Ad budget
C) Mockup
D) Advertising agreement
E) Advertising plan

Question 40

Traditional advertising media include all of the following except:

A) Television
B) Radio
C) Magazines
D) Newspaper
E) Internet

Question 41

In high-context cultures,international marketers rely heavily on symbolism when sending marketing messages.

Question 42

The meaning of a message is mainly contained in words in a high-context culture.

Question 43

Advertisements promoting "Buy Now!" are more likely to succeed in which of the following cultures?

A) Long-term orientation
B) Short-term orientation
C) High-context orientation
D) Low-context orientation
E) Collectivist orientation

Question 44

Which of the following involve four stages: encounter,problem,interaction,and solution?

A) Testimonials
B) Authoritative messages
C) Slice-of-life executions
D) Demonstrations
E) Informative executions

Question 45

Recency theory suggests that it takes three encounters with a message before a viewer will notice and recall it.

Question 46

Which of the following present rational arguments or pieces of information to consumers?

A) Experiential strategies
B) Behavioral strategies
C) Cognitive message strategies
D) Affective message strategies
E) Conative message strategies

Question 47

Facial expressions,body language,and the person presenting a message all play important roles in communication in high-context cultures.

Question 48

Anything that can distort or disrupt a message constitutes nose or barriers to communication.

Question 49

Which type of marketing involves making contact with customers in comfortable settings,including where they take part in hobbies,at entertainment venues,and at shopping locations?

A) Subliminal
B) Branded
C) Event
D) Lifestyle
E) Guerrilla

Question 50

Which cultures are more likely to be open to advertisements featuring dependent relationships between children and parents?

A) High power distance
B) Low power distance
C) High context
D) Low context
E) Collectivist

Question 51

In which of the following cultures is sharing and being part of a group an important element of a marketing message?

A) High power distance
B) Low power distance
C) High context
D) Low context
E) Collectivist

Question 52

Which of the following three cultural paradoxes must be overcome when advertising products internationally?

A) Equality, dependence and freedom, success
B) Equality, dependence and freedom, country of origin
C) Equality, similarity, success
D) Equality, similarity, country of origin
E) Dissimilarity, dependence and freedom, success

Question 53

As discussed in the text,alternative marketing programs in international marketing include all of the following except:

A) Buzz marketing
B) Guerrilla marketing
C) Product placements
D) Branded entertainment
E) Web-rated campaigning

Question 54

Buzz marketing stages include which of the following three stages?

A) Inoculation, incubation, and reflection
B) Incubation, inflection, and infection
C) Inoculation, inflection, and infestation
D) Inoculation, incubation, and infection
E) Inoculation, infestation, and ingestion

Question 55

Two levels of communication exist in organizations: individual interpersonal communication and communication systems.

Question 56

Failure to make contact can make some international customers feel suspicious of a sender.

Question 57

Anger and depression greatly influence communication processes.

Question 58

Which of the following weaves a product or brand into the storyline of a movie or television show?

A) Branded entertainment
B) Buzz marketing
C) Sponsorships
D) Subliminal messaging
E) Advertainment

Question 59

Emotions and distractions are individual differences that create barriers to communication.

Question 60

The marketing mix,as it applies to international marketing,includes traditional advertising,personal selling,sales promotion,and public relations.

Question 61

The executional framework is the manner in which an advertising appeal and message strategy is delivered.

Question 62

A conative message strategy invokes feelings or emotions and matches those feelings with a product,service,or company.

Question 63

Attitudes toward sex and gender roles tend to be much more liberal in Europe than in the United States.

Question 64

Familiarity with local markets is an important consideration when selecting an advertising agency for an international advertising campaign.

Question 65

A cultural assimilator can help to guide international advertisers in the use of appropriate appeal formats for various cultures.

Question 66

Visual elements of commercials focused on individualistic cultures tend to show groups of individuals enjoying a product together.

Question 67

A continuous advertising format means that commercials run consistently throughout the year.

Question 68

Cultures with high degrees of power distance often experience advertising with verbal and direct power claims.

Question 69

Affective message strategies are designed to lead directly to a consumer response,such as a store visit or purchase.

Question 70

A cultural assimilator concentrates on making sure prices are carefully set in a specific foreign country.

Question 71

A pulsating advertising format features advertisement run consistently throughout the year.

Question 72

Advertising practices tend to be more conservative in Western cultures than in Eastern cultures.

Question 73

Cognitive message strategies most often encourage consumers to act immediately.

Question 74

Advertisements in countries with high levels of uncertainty avoidance tend to be highly structured and contain a great deal of information and detail.

Question 75

The most complicated method for creating an international advertising budget is the objective and task method.

Question 76

A message strategy is the primary tactic or approach used to deliver the key idea in advertisement.

Question 77

Visual elements of commercials focused on individualistic cultures tend to feature a person enjoying a product alone.

Question 78

Renren is a popular social networking website for Chinese consumers.

Question 79

The "equality paradox" in Europe refers specifically to income distribution.

Question 80

A pulsating advertising format features advertisements throughout the year,with bursts during key seasons.