Global Ch. 14

Which of the following is not characteristic of direct marketing?

A marketer relinquishes control of product when it is turned over to channel intermediaries.

Which of the following is not a useful guideline for U.S.-based direct marketers wishing to reach global customers?

Focus on all countries included in the European Union

Coupons are not a favorite promotion tool for use in:

Malaysia.

A ban on billboards in Brazil meant they had to come down, including transit ads. Denied access to traditional outdoor advertising, companies devised a number of alternative ways to communicate with prospective customers. These ways included all of the following except:

ads were placed on buses.

In the six-step presentation plan, the first and last steps are respectively:

approach; servicing the sale.

Chinese direct-response television has learned that there are many obstacles that still need to be overcome, which include all of the following except:

consumers' savings rate is very low

Which of the following is not a step in the Strategic/Consultative Selling model?

develop a marketing mix

Which of the following is not one of the steps in the Strategic/Consultative Selling model?

develop ethnocentric policy

A company in which an ethnocentric orientation prevails is likely to utilize primarily ________ in its sales force.

expatriates

Which type of sales person is best suited to selling technologically-sophisticated products in developed countries?

expatriates

It was found that Malaysians hesitate to use coupons due to the:

fear of public embarrassment

Promotions that are designed to increase product availability in distribution channels are known as:

non-price promotion

The success of the Stratos project helps Red Bull by:

standing out from a crowded field of competitors.