Question 1

In many markets standardized products may be marketed globally. But, because of differences in culture, the products will require:

Accepted Answer

In many cases, standardized products may be marketed globally. But because of differences in cultures, they still require a different advertising appeal in different markets.

Question 2

Of all the elements of the marketing mix, decisions involving which of the following are those most often affected by cultural differences among country markets?

Accepted Answer

Of all the elements of the marketing mix, decisions involving advertising are those most often affected by cultural differences among country markets.

Question 3

In an international communication process carried out by a company, the sales force of the company acts as a ____.

Accepted Answer

The sales force and/or advertising media convey the encoded message to the intended receiver and thus it acts as a message channel.

Question 4

A market offering most likely refers to the:

Accepted Answer

A market offering really is a bundle of satisfactions the buyer receives.

Question 5

Decoding problems are generally caused by:

Accepted Answer

Decoding problems are generally created by improper encoding.

Question 6

In an advertisement of a perfume, the perfume was presented against a backdrop of rain that, for Europeans, symbolized a clean, cool, refreshing image but to Africans was a symbol of fertility. The ad prompted many viewers to ask if the perfume was effective against infertility. This miscommunication indicates a problem associated with which of the following steps of an international communication process?

Accepted Answer

The encoding step causes problems even with a "proper" message. At this step, such factors as color, timing, values, beliefs, humor, tastes, and appropriateness of spokespersons can cause the international marketer to symbolize the message incorrectly.

Question 7

During which step of the international communications process, the receiver of the message interprets symbolism transmitted from the information source?

Accepted Answer

The interpretation by the receiver of the symbolism transmitted from the information source is known as decoding.

Question 8

Which of the following elements of a communication process can be best defined as the interpretation by the receiver of the symbolism transmitted from the information source?

Accepted Answer

Decoding is defined as the interpretation by the receiver of the symbolism transmitted from the information source.

Question 9

With reference to a communication process, using the Internet as a medium when only a small percentage of an intended market has access to the Internet, is an example of error related to:

Accepted Answer

Errors such as using the Internet as a medium when only a small percentage of an intended market has access to the Internet, or using print media for a channel of communications when the majority of the intended users cannot read or do not read the language in the medium, are examples of ineffective media channel selection in the communications process.

Question 10

In an international communications process, an international marketing executive with a product message to communicate acts as a ____.

Accepted Answer

In an international communications process, an international marketing executive with a product message to communicate acts as a message source.

Question 11

Which of the following is LEAST likely to be an international advertising goal?

Accepted Answer

The goals of advertising around the world vary substantially. All the goals mentioned in the question are valid international advertising goals except Gillette Company attempting to gain distributor cooperation in Japan.

Question 12

Which of the following statements about comparative advertising laws is most correct?

Accepted Answer

Laws that control comparative advertising vary from country to country. For example in Germany comparative advertising is illegal whereas it is clearly authorized in the United Kingdom, Ireland, Spain, and Portugal.

Question 13

Once a message, in the international communications process, has been decoded, it goes to the _____ stage.

Accepted Answer

In a communication process, during the receiver stage, a consumer takes certain actions to respond to a decoded message.

Question 14

According to the text, which of the following creates a problem in the communications process at the encoding step?

Accepted Answer

Problems of literacy, media availability, and types of media create challenges in the communications process at the encoding step.

Question 15

After running a series of ads promoting the benefits of her company's skin care products, Kathy learns some consumers drank her product rather than applying it to their skin. Kathy has received ____.

Accepted Answer

Information about the effectiveness of the message that flows from the receiver (the intended target) back to the information source for evaluation of the effectiveness of the process is known as feedback.

Question 16

In the international communications process, once a message to communicate has been decided, it goes to the ____ stage.

Accepted Answer

Once a message to be communicated is finalized, it must be encoded. During encoding the message from the source converted into effective symbolism for transmission to a receiver.

Question 17

Of the seven steps in developing international advertising, _____ almost always represents the most daunting task for international marketing managers.

Accepted Answer

Of the seven steps in developing international advertising, developing messages almost always represents the most daunting task for international marketing managers.

Question 18

Which of the following elements of a communication process refers to external influences, such as competitive advertising, other sales personnel, and confusion at the receiving end that can detract from the ultimate effectiveness of the communication?

Accepted Answer

Noise comprises various external influences, such as competitive advertising, other sales personnel, and confusion at the receiving end, that can detract from the ultimate effectiveness of the communication.

Question 19

According to the text, problems of literacy, media availability, and types of media create challenges in the communications process at the _____ step.

Accepted Answer