Question 1

In China, consumers are reluctant to buy full-sized packages of unfamiliar imported products. In such a marketing environment, sampling is an appropriate promotional strategy.

Accepted Answer

Sampling allows customers to try a product before committing to a full-sized package, which can be particularly effective in markets where consumers are hesitant to purchase unfamiliar products. In China, where trust in product quality and safety is a significant concern, sampling can help build trust and familiarity with new brands and products.

Question 2

A number of factors must be taken into account when determining the extent to which promotion must be localized. List and describe those factors giving examples.

Accepted Answer

The answer of A number of factors must be taken...

Question 3

Cross coupons offer its users deal-of-the-day that are sponsored by local businesses.

Accepted Answer

The answer of Cross coupons offer its users deal-of-the-day that...

Question 4

Unilever hired a promotional marketing firm to pass out Lever2000 hand wipes in food courts and petting zoos. This is referred to as "point-of-dirt" sampling.

Accepted Answer

This statement is true. "Point-of-dirt" sampling refers to distributing samples in places where people are likely to encounter dirt or germs, such as food courts and petting zoos. Unilever hired a promotional marketing firm to pass out Lever2000 hand wipes in these locations, so they were using "point-of-dirt" sampling as a marketing strategy.

Question 5

In countries with high levels of economic development, low incomes limit the range of
promotional tools available. In such countries, free samples and demonstrations are more likely to be used than coupons or on-pack premiums.

Accepted Answer

In countries with high levels of economic development, incomes are generally higher, which means a wider range of promotional tools can be used, including coupons or on-pack premiums. Free samples and demonstrations might still be used, but low incomes are not a characteristic of highly economically developed countries.

Question 6

By the end of 2012, Groupon had more than 40 million users in 48 countries. More than half of Groupon's Web site visitors live in the United States.

Accepted Answer

The answer of By the end of 2012, Groupon had...

Question 7

Although Asian consumers have a reputation for thriftiness, some are reluctant to use coupons, because doing so might bring shame upon them or their families.

Accepted Answer

This is a cultural phenomenon observed in some Asian countries such as Japan and China, where using coupons or bargaining is seen as a sign of poverty or incompetence in negotiation. Thus, some consumers may feel embarrassed to use coupons in public.

Question 8

Giving examples, show how sampling can be an effective sales promotion technique.

Accepted Answer

The answer of Giving examples, show how sampling can be...

Question 9

During the 2004 Super Bowl broadcast, PepsiCo launched a joint promotion with Apple's iTunes Music Store. Anyone purchasing a bottle of Pepsi had a one-in-three chance of being a winner. However, many people discovered that by tilting the bottles, they could tell whether the bottle was a winner.

Accepted Answer

This is true. Many people discovered that by tilting the bottles, they could tell whether the bottle was a winner in the PepsiCo and Apple's iTunes Music Store promotion during the 2004 Super Bowl. This led to controversy and some consumers accused Pepsi of false advertising.

Question 10

Fifty years ago, Kikkoman brand soy sauce was unknown in the United States. The company used sampling and even today continues to make extensive use of shopper marketing as a communication tool.

Accepted Answer

This statement is true. Kikkoman brand soy sauce was not well-known in the US until the company began using sampling and other marketing tactics to promote their product. Today, Kikkoman still heavily relies on shopper marketing as a way to communicate with consumers in stores.

Question 11

In a contest in 45 different languages covering 60 countries, marketers for Axe Apollo invited consumers to fill out an "astronaut profile."

Accepted Answer

This statement describes a true event where marketers for Axe Apollo invited consumers to fill out an "astronaut profile" in a contest that covered 60 countries and 45 different languages.

Question 12

Starbucks dispatches "Chill Patrols" in the summertime to pass out samples of ice-cold Frappuccinos to overheated commuters during rush hour in busy metropolitan areas. This is an example of "point-of-dirt" sampling.

Accepted Answer

This is an example of "point-of-thirst" sampling, where products are given out at a moment when potential customers are most likely to appreciate and remember them due to their immediate need or desire for refreshment.

Question 13

The authors of one study noted that Nestlé and other large companies that once had a polycentric approach to consumer and trade sales promotions have redesigned their efforts. Based on a study by Kashani and Quelch, identify factors that contribute to more headquarters involvement in the sales promotions effort.

Accepted Answer

The answer of The authors of one study noted that...

Question 14

Social couponing is one of the hottest online sales promotion trends. It offers its followers deal-of-the-day coupons that are sponsored by local businesses.

Accepted Answer

Social couponing is indeed one of the hottest online sales promotion trends that offer coupons sponsored by local businesses.

Question 15

Discuss what makes the use of sales promotion so effective and popular. Describe different types of sales promotions.

Accepted Answer

The answer of Discuss what makes the use of sales...

Question 16

To fight counterfeiting, the "Disney Magical Journey" promotion was keyed to mail-in hologram stickers on imitation Disney products.

Accepted Answer

The "Disney Magical Journey" promotion does not exist in relation to fighting counterfeiting through mail-in hologram stickers on imitation Disney products. Disney fights counterfeiting through legal channels and authentic product verification, not through promotions involving counterfeit items.

Question 17

Acknowledging that some consumers are intimidated by France's culinary heritage, the Ministry sponsored a promotion to demonstrate that French cuisine can be relaxed and laid back.

Accepted Answer

The statement accurately reflects the Ministry's actions to counter consumer intimidation towards French cuisine.

Question 18

Sampling can be especially important if consumers are persuaded by claims made in advertising or other channels.

Accepted Answer

The answer of Sampling can be especially important if consumers...

Question 19

Since market maturity can be different from country to country, consumer sampling and coupons are appropriate for mature markets.

Accepted Answer

Consumer sampling and coupons can be effective in both mature and emerging markets, as they are tools to stimulate trial and build brand awareness, not solely dependent on the market's maturity level.

Question 20

Compared with other forms of marketing communication, sampling is more likely to result in actual trials of the product. Explain this by giving examples of possible types of sampling.

Accepted Answer

The answer of Compared with other forms of marketing communication,...

Quiz 14: Global Marketing Communications Decisions 2: Sales Promotion, Personal Selling, and Special Forms of Marketing Communication