Question 1

One of the major management challenges for multinational corporations is developing a strategic plan for branding and advertising that can be easily adapted globally.

Accepted Answer

Developing a coherent and effective branding and advertising strategy that is relevant and appealing across diverse global markets is undoubtedly a significant challenge facing multinational corporations. This requires careful consideration of cultural norms, local tastes and preferences, and regulatory frameworks, among other factors, to ensure that the messaging, tone, and delivery of advertising campaigns are appropriate and effective in different countries and regions while also remaining aligned with the company's overall strategic objectives. Thus, option A is the correct answer.

Question 2

The ________ is an approach used to link the exporting business with an established local business in the target country, allowing the exporting company to legally enter the foreign market.

Accepted Answer

The answer of The ________ is an approach used to...

Question 3

The idea of global marketing is becoming more of a reality due to the ease with which marketers can accommodate all the cultural and national differences into a single marketing strategy.

Accepted Answer

While the idea of global marketing is becoming more important, accommodating all cultural and national differences into a single strategy is still a significant challenge for marketers. Marketers still need to customize their strategies to local markets and adapt to cultural differences.

Question 4

Observers say a root cause for anti-American opinions among international prospects is the notion of American as a ________, and that American brands will enhance thinking and behavior that clash with local customs and debase cultural or religious norms.

Accepted Answer

The answer of Observers say a root cause for anti-American...

Question 5

Because of the open nature of the Internet, there are no restrictions or regulations regarding Internet advertising.

Accepted Answer

This statement is false. There are regulations and restrictions regarding Internet advertising in many countries, including laws related to spam email, online privacy, and consumer protection. Additionally, many websites and platforms have their own advertising policies and guidelines.

Question 6

Whereas at one time creative strategy was normally generated in the United States and adapted abroad, we are routinely seeing ideas and advertising executions originating in a foreign market and adapted for global use.

Accepted Answer

The statement implies a shift in the origin of creative strategies from the US to foreign markets, indicating that ideas and advertising executions are now often originating in foreign markets and adapted for global use.

Question 7

Multicultural research underscores the fact that consumers have traditional buying habits and customs that must be reflected in advertising and promotion.

Accepted Answer

Multicultural research acknowledges that consumer behavior is influenced by cultural and traditional factors, which must be considered in advertising and promotion to effectively reach and engage diverse audiences.

Question 8

Advertising clients are increasingly demanding that agencies be able to coordinate all phases of the marketing communications programs.

Accepted Answer

This statement is true. Advertising clients want agencies that can oversee and manage all aspects of their marketing communications, from strategy development to execution and evaluation. This requires a comprehensive and integrated approach to marketing, including a range of traditional and digital channels, such as advertising, PR, social media, events, and more. Agencies that can deliver this level of coordination and integration are in high demand and are more likely to win new business and retain existing clients.

Question 9

Over the past 30 years, multinational companies have undergone a maturation process, with the final phase involving a local emphasis in their market strategy.

Accepted Answer

The answer of Over the past 30 years, multinational companies...

Question 10

Italians drink more bottled water than any other people in the world, but consider it bad manners to drink it anywhere but at the table, thus illustrating the point that cultural differences make it difficult to adopt a truly global marketing plan.

Accepted Answer

The statement presents a cultural difference in Italy regarding the consumption of bottled water, which shows that a global marketing plan might not be universally applicable due to cultural nuances.

Question 11

All advertising, regardless of country, begins with sound planning and adherence to basic marketing strategy.

Accepted Answer

This statement is true. Successful advertising campaigns require careful planning and strategy, regardless of the country or market they are targeting.

Question 12

The degree and type of advertising regulation is usually a function of (1)the length of time that advertising has existed and the level of sophistication it has attained and (2)the degree of freedom that businesses and the press enjoy.

Accepted Answer

The statement accurately describes two key factors that influence the degree and type of advertising regulation. The longer advertising has existed and the more sophisticated it has become, the more likely it is that regulations will be developed to address potential issues such as false claims, misleading information, or offensive content. At the same time, the degree of freedom enjoyed by businesses and the press also plays a role in determining the level of regulation that is deemed appropriate in a given context.

Question 13

Companies are coming to realize it is not enough to simply identify ethnic market segments; they must develop products and messages that realistically meet the special needs of market segments and communicate in a credible manner.

Accepted Answer

Companies must develop products and messages that meet the special needs of ethnic market segments and communicate in a credible manner, not just identify them.

Question 14

In the '40s and '50s, American advertising agencies expanded by starting foreign branches that were responsible for the advertising of the few large U.S. clients in a limited number of countries.

Accepted Answer

This is true. Many American advertising agencies established foreign branches in the 1940s and 1950s to handle the advertising campaigns of their large U.S. clients in select foreign markets. This allowed the agencies to better understand and adapt to the local cultures and consumer preferences in those countries.

Question 15

In the United States, race is becoming more and more difficult to determine as millions of census respondents listed more than one racial background.

Accepted Answer

According to recent census data, an increasing number of people in the United States identify with multiple racial backgrounds, making it more challenging to determine and classify people by one particular race.

Question 16

China allegedly ________ ideas of Western car manufacturers and can produce similar cars at about half the price; yet, there is little objection because of the potential to sell Western cars in China, the world's fastest growing car market.

Accepted Answer

The answer of China allegedly ________ ideas of Western car...

Question 17

Popularized by British sociologist Roland Robertson in the '90s, ________ combines the aims of globalization and localization.

Accepted Answer

The answer of Popularized by British sociologist Roland Robertson in...

Question 18

There are times when exporting the product but changing its name is a viable product and marketing strategy.

Accepted Answer

Sometimes, exporting the product may require changing its name to better suit the target market or comply with local regulations. In such cases, changing the product name becomes a viable strategy to improve its marketability and acceptance. This approach may also help differentiate the product from similar offerings and make it more appealing to customers. However, changing the product name requires careful consideration of the potential impact on brand recognition, perception, and loyalty.

Question 19

A strict adherence to centralized management makes it easier for decision-makers to effectively manage diverse markets using local executives.

Accepted Answer

A strict adherence to centralized management may lead to a lack of flexibility and adaptability to local market conditions, which could ultimately hinder effective management by local executives.

Question 20

One of the keys to globalization and effective marketing is ________ to the host countries where they operate.

Accepted Answer

The answer of One of the keys to globalization and...

Quiz 23: International Advertising