Module 5 Practice Exam Questions

A technique, which is analogous to the concept of global product platforms is: A. "Pattern Advertising" B. "Cookie-cutter Advertising" C. "Model Advertising" D. "Template Advertising" E. "Stereotype Advertising"

A. "Pattern Advertising"

The top Digital Agency Network by 2016 Interactive Marketing Revenues is: A. Accenture Interactive B. IBM iX C. Publicis Sapient D. Deloitte Digital E. PwC Digital Services

A. Accenture Interactive

Which of the following is not characteristic of mass marketing? A. Advertising is used to generate an immediate inquiry of purchase B. The customer perceives relatively little risk C. Product benefits do not typically include home delivery D. Repetition of ads is the key to awareness and remembering E. Purchase action is deferred

A. Advertising is used to generate an immediate inquiry of purchase

The domain name for Amazon.com in Germany is: A. Amazon.de B. Amazon.gr C. Amazon.com.gm D. Amazon.ge E. Amazon.gm

A. Amazon.de

The kind of brand awareness a company wants to project is identified by: A. Buyer Perception B. In-house marketing C. Area coverage D. Company organization E. National responsiveness

A. Buyer Perception

Chinese direct-response television has learned that there are many obstacles that still need to be overcome, which include all of the following except: A. Consumers' savings rate is very low B. Low penetration of credit cards C. Delivery logistics in Shanghai D. Delivery logistics in Beijing E. A limited number of private telephones

A. Consumers' savings rate is very low

Which of the following is not a step in the Strategic/Consultative Selling model? A. Develop a marketing mix B. Develop a personal selling philosophy C. Develop a product strategy D. Develop a presentation strategy E. Develop a relationship strategy

A. Develop a marketing mix

The advantages of using in-house marketing and advertising staff include all of the following except: A. Brand Knowledge B. Global Accounts C. Lower Cost D. Superior Product E. Greater Control

B. Global Accounts

An internet site's address on the World Wide Web is a(n): A. HTML B. HTTP C. URL D. WWW E. HTTPS

B. HTTP

__________ is a form of paid television programming in which a particular product is demonstrated, explained, and offered for sale to viewers who call a toll-free number shown on the screen. A. Interactive Television B. Infomercials C. Teleshopping D. Magalog E. Groupon

B. Infomercials

PepsiCo experienced great success in Latin America with its Numeromania contest, which lured consumers big cash prized. They used the same contest in Poland successfully. This shows that: A. Numeromania can be used in different languages B. Leverage experience gained in one country can be used in another country C. Numeromania helped in developing a taste for Pepsi in both countries D. Numeromania can be used in cash starved countries E. Economically squeezed consumers love Pepsi

B. Leverage experience gained in one country can be used in another country

A key player in the cell phone business who could have been the first to market a cell phone camera is: A. AT&T B. Motorola C. Ericsson D. Samsung E. Sprint

B. Motorola

U.S. advertisements contain more ______ information, and are more likely to include comparative appeals than Arabic ads. A. People B. Price C. Sex D. Context E. Process

B. Price

Some global marketers make the strategic decision to establish a presence on the Web without offering transaction opportunities even though the product could be sold that way. Such sites are known as: A. Transaction sites B. Promotion sites C. Content sites D. Cyber sites E. Company sites

B. Promotion sites

Ads based on a(n) __________ appeal depend on logic and speak to the audience's intellect. A. Advertising B. Rational C. Emotional D. Melodramatic E. Localized

B. Rational

Which of the following is not one of the steps in the Strategic/Consultative Selling model? A. Develop ethnocentric policy B. Develop product strategy C. Develop customer strategy D. Develop relationship strategy E. Develop personal selling philosophy

A. Develop ethnocentric policy

In many parts of the world, McDonald's utilizes TV advertising that shows parents interacting with their happy children. Such advertising utilizes: A. Emotional appeals B. Melodramatic appeals C. SRC appeals D. Rational appeals E. Localized appeal

A. Emotional appeals

A company that is ________ in its approach to public relations (PR) will extend home-country activities into host countries. A. Ethnocentric B. Regiocentric C. Domestic D. Polycentric E. Hostile

A. Ethnocentric

Peppers and Rogers described different steps that are involved in one-to-one marketing. These steps include all of the following except: A. Evaluate B. Customize C. Interact D. Identify E. Differentiate

A. Evaluate

A critical marketing tool for global companies such as Red Bull is: A. Event marketing B. Personal selling C. Sampling D. Couponing E. Sweepstakes

A. Event marketing

Which of the following most accurately describes the state of global public relations (PR) today? A. Expenditures on PR are increasing B. Expenditures on PR are decreasing C. Foreign investments are increasing D. PR is not important in emerging markets like India E. PR practices are standardized worldwide

A. Expenditures on PR are increasing

In Hong Kong and Singapore, Western catalogers are finding it easy to market because of all of the following reasons except: A. Few mail-order companies B. Efficient postal services C. High per capita income D. Highly educated populations E. Wide use of credit cards

A. Few mail-order companies

Wi-Fi, or wireless fidelity, permits laptop and PDA users to establish high-speed wireless connections to the Internet via: A. Hot Spots B. Modem C. Laptop Warriors D. Magnetic Rays E. Infrared Rays

A. Hot Spots

After much trial-and-error in creating sales forces, most companies today attempt to establish a: A. Hybrid sales force composed of expatriates and in-country nationals B. Sales force composed of a majority of expatriates C. Hybrid sales force composed of expatriates and this country nationals. D. Sales force composed of third country nationals E. Sales force consisting of all in-country nationals

A. Hybrid sales force composed of expatriates and in-country nationals

As companies recognize and embrace new concepts such as the globalization of "the coffee culture", the potential for effective global advertising: A. Increases B. Remains the same C. Decreases D. Becomes evident E. Is ignored

A. Increases

The integrated circuit and the concept of binary code permitted the development of the: A. Personal Computer B. Translator C. Smartphone D. SMS E. Radio

A. Personal Computer

Unilever hired a promotional marketing firm to pass out Lever 2000 wipes in food courts and petting zoos. This is an example of: A. Point-of-dirt sampling B. Point-of-sale sampling C. Point-of-use sampling D. Point-of-event sampling E. Point-of-work sampling

A. Point-of-dirt sampling

Officials at Brazil's state-owned oil company and top politicians were accused of collaborating with contractors to receive billions in kickbacks. This resulted in _______ problems for Petrobras. A. Public Relations B. Advertising C. Sales Promotion D. Distribution E. Pricing

A. Public Relations

Which promotional technique is best suited to a situation in which a company wants consumers to actually try its product of service at no cost? A. Sampling B. Free-standing inserts C. Personal selling D. Sweepstakes E. Couponing

A. Sampling

Spoexa, a food-marketing company, was hired by the French Ministry of Agriculture to organize cocktail parties in 19 countries in order to: A. Show that French cuisine is laid back B. Promote French wines C. Show how to use French cuisine D. Show that French wines are superior E. Promote French cheese

A. Show that French cuisine is laid back

Interactive Television (iTV) allows viewers to see an ad in its entirety by pressing a remote button; to order products from home-shopping channels; or choose differently camera angles, such as for sporting events. Comments by James Pennefather, brand manager for Smirnoff, UK, based on comparison of traditional TV ads to iTV features include all of the following except: A. "It is a calculated risk" B. "It allows viewers to interact with programming" C. "It needs further testing" D. "It may or may not succeed" E. "It is a lot more unproven"

B. "It allows viewers to interact with programming"

__________ is the technique global marketers use to describe ads with common design elements into which localized elements are inserted for individual country markets. A. "Template Advertising" B. "Pattern Advertising" C. "Cookie-cutter Advertising D. "Stereotype Advertising" E. "Model Advertising"

B. "Pattern Advertising"

In the language of Global marketing, ___________ is the phrase used to describe advertising that represents a middle ground between 100% standardization and 100% localization A. "Compromise advertising" B. "Pattern advertising" C. "Template advertising" D. "Cookie-Cutter advertising" E. "Stereotype advertising"

B. "Pattern advertising"

Today Microsoft lags behind new industry entrants in high-growth, consumer-oriented areas such as search and social networking. Which of the principles of disruptive innovation does this fact pertain to? A. Markets that don't exist can't be analyzed. B. A company's capabilities define its disabilities. C. Technology supply may not equal market demand D. Small markets don't satisfy the growth of needs of large companies E. Companies depend on customers for resources

B. A company's capabilities define its disabilities.

Japan's Fuji Photo Film asked its advertising agency to develop an advocacy campaign for the US targeted to appeal both to Walmart and to its customers. This is an example of: A. Pattern Advertising B. Advocacy Advertising C. Image Advertising D. Local Advertising E. Global Advertising

B. Advocacy Advertising

What do Unilever and Proctor & Gamble have in common? A. Both companies use a great deal of corporate advertising B. Both companies rank high in terms of non-U.S. ad spending C. Both companies utilize extension approaches to advertising D. Both companies use the same advertising agency E. Revenues at both companies have been hurt by regulations concerning tobacco advertising and promotion.

B. Both companies rank high in terms of non-U.S. ad spending

Other international personal selling approaches that fall somewhere between sales agents and full-time employee teams include all of the following except: A. Joint ventures B. Contract manufacturing or production C. Management-only agreements D. Franchising E. Exclusive license arrangements

B. Contract manufacturing or production

A box of Crest toothpaste contains a coupon entitling the buyer to save 50 cents when purchasing a Crest toothbrush. What type of sales promotion does this represent? A. Product placement coupon B. Cross coupon C. Trade promotion coupon D. Freestanding coupon E. Online coupon

B. Cross coupon

Which of the following is not one of Clayton Christensen's principles of disruptive innovation? A. Small markets don't satisfy the growth needs of large companies B. E-commerce activities can be divided into three categories C. Technology supply may not equal market demand D. Companies depend on customers for resources E. Markets that don't exist can't be analyzed

B. E-commerce activities can be divided into three categories

A recent global campaign for IKEA, the Swedish home furnishings retailer, positioned houses as homes as a place for love, memories, and laughter. This is a classic example of: A. Creative Appeal B. Emotional Appeal C. Advertising Appeal D. Rational Appeal E. Selling Proposition

B. Emotional Appeal

Which type of salesperson is best suited to selling technologically sophisticated products in developed countries? A. Host-country nationals B. Expatriates C. Agents of any nationality D. Third-country nationals E. None of these

B. Expatriates

In selecting an advertising agency, all of the following issues should be taken into consideration except: A. Area coverage B. Franchise or company owned status C. Company organization D. Buyer perception E. National responsiveness

B. Franchise or company owned status

A ________ company possesses a critical marketing advantage with respect to marketing communications. A. Glocal B. Global C. Local D. Domestic E. Multinational

B. Global

A company with a polycentric orientation is likely to employ host-country nationals in all but which of the following selling situations? A. Selling high tech products in less developed countries B. Selling high-tech products in developed countries C. Selling low-tech products in developed countries D. Selling low-tech products in less-developed countries E. None of these

B. Selling high-tech products in developed countries

Standardized print campaigns can be used for all of the following except: A. Industrial Products B. Stereotype Advertising C. Visual Appeal D. High-tech Consumer Products E. Voiceovers TV commercials

B. Stereotype Advertising

Dietrich Mateschitz, Red Bull's creator, stated "When we first started, we said that there is not an existing market for Red Bull." The reasons behind Red Bull's success include all of the following except: A. The Red Bulletin magazine helped in Red Bull's popularity B. The blue-and-silver color on cans helped Red Bull's popularity C. A market segment was found with unmet needs D. A market was created for Red Bull E. Orthodox advertising strategies were used with tactics

B. The blue-and-silver color on cans helped Red Bull's popularity

Promotions designed to increase product availability in distribution channels are known as: A. Nonprice promotions B. Trade sales promotions C. Price promotions D. Consumer sales promotions E. Sales promotions

B. Trade sales promotions

Amazon.com, the leading Internet bookseller, allows users to purchase books, CDs, and other products online. Amazon.com is primarily a(n) _________ site. A. Content B. Transaction C. Cyber D. Execution E. Promotion

B. Transaction

Which of the following digital revolution pioneers were instrumental in created the "network of networks" that is now known as the internet? A. Robert Noyce & Jack Kilby B. Vint Serf & Bob Khan C. Tim Berners-Lee D. Steve Jobs & Steve Wozniak E. Vincent Atanasoff & Clifford Berry

B. Vint Serf & Bob Khan

China's ongoing trade-related friction with the United States highlights the need for: A. A better distribution system B. Sales promotion C. A better PR effort D. Pattern advertising E. A better transportation-sytem

C. A better PR effort

In the six-step presentation plan, the first and last steps are respectively: A. Approach; close B. Presentation; negotiation C. Approach; servicing the sale D. Presentation; demonstration E. Approach; presentation

C. Approach; servicing the sale

The term Tagalog can be used to describe which communication medium? A. Coupons B. Direct Mail C. Catalogs D. Groupons E. Infomercials

C. Catalogs

Landor Associates, a company specializing in brand identity and design, recently determine that __________ has the number one brand-awareness and esteem position in the US, number two in Japan, and number six in Europe A. Sony B. Pepsi C. Coke D. Toyota E. McDonald's

C. Coke

The choice between demonstration, slice of life, straight sell, and other advertising forms is a matter of the: A. Big idea B. Creative strategy C. Creative execution D. Advertising appeal E. Selling proposition

C. Creative execution

Although it is certainly possible for European consumers to browse Amazon.com's U.S. site, they prefer a direct link to a site with a local domain name. All of the following are possible reasons for such behavior except: A. The preference will be for sites that are in their own language B. The preference will be for the Web site which ships from local distribution points C. Due to price fluctuations the preference will be for the Web site that quotes prices in US dollars D. The Web site of choice will be one that quotes prices in euros E. The Web site of choice will be that which offers a product selection tailored to local tastes

C. Due to price fluctuations the preference will be for the Web site that quotes prices in US dollars

McDonald's global marketing chief stages a competition that included agencies from all over the world. The "I'm loving it" tag was devised by a(n) _________ agency A. American B. Chinese C. German D. Egyptian E. Turkish

C. German

One factor driving mobile ads in ___________ is the low rates that subscribers pay A. Japan B. Sudan C. India D. South Korea E. Indonesia

C. India

The new user interface that has the potential to replace our phones. TV's, and desktop computers is described as all of the following terms except: A. Preferred Reality B. Mixed Reality C. Interface Reality D. Personal Reality E. Virtual Reality

C. Interface Reality

Industry observers expect the popularity of home shopping to increase during the next few years due to the: A. Formation of the EU B. Economic Development in India C. Introduction of interactive television D. Introduction of iPhone E. Introduction of TV shops

C. Introduction of interactive television

"Cloud computing" is different from currently available technologies in all of the following aspects except: A. Applications are delivered through a Web browser B. Archives are stored on massive remote servers C. It is installed in computer's hard drive D. Computer files can be accessed remotely E. It is performed "in the cloud"

C. It is installed in computer's hard drive

A marketer of fine French cognac offers fancy cigar ashtrays as prizes to consumers who correctly solve a crossword puzzle. Which of the following most accurately describes this offer? A. Sweepstakes promotion B. Price promotion C. Nonprice promotion D. Trade sales promotion E. Sampling

C. Nonprice promotion

Promotions that are designed to increase product availability in distribution channels are known as: A. Sampling B. Price Promotion C. Nonprice promotion D. Trade sales promotion E. Sweepstakes promotion

C. Nonprice promotion

A company adopting a(n) __________ approach to worldwide PR activities gives the host-country practitioner maximum leeway to incorporate local customs and practices into the PR effort A. Publicity B. Regiocentric C. Polycentric D. Local E. Ethnocentric

C. Polycentric

The success of the Stratos project helps Red Bull by: A. Utilizing free-standing inserts B. Personal selling C. Standing out from a crowded field of competitors D. Using YouTube as an effective marketing tool E. Having their logo on NASCAR cars

C. Standing out from a crowded field of competitors

Streaming media represents a huge market opportunity for all of the following except: A. Game publishers B. Internet portals C. Telematics D. Online gaming E. Video gaming industry

C. Telematics

Which of the following is not a critical issue for a company whose management intends to engage in e-commerce? A. Ensuring that logos and other brand identify elements are consistent with local preferences B. Ensuring a company's computer system supports only a particular language C. The availability of hotspots for Wi-Fi D. Credit card fraud in developing countries E. Privacy

C. The availability of hotspots for Wi-Fi

The advertising promise that captures the reason that people buy products is known as: A. The advertising appeal B. Creative strategy C. The selling proposition D. The big idea E. The creative execution

C. The selling proposition

In Southern China, McDonald's is careful not to advertising prices with multiple occurrences of the number 4 because: A. Prices ending in odd numbers are preferred in China B. Prices are not included on menus in China C. The word "four" is pronounces similar to the word "death" in Cantonese D. Multiple occurrences are considered as unlucky in China E. There is no number four in the Chinese language

C. The word "four" is pronounces similar to the word "death" in Cantonese

What do Ford Motor, Coca-Cola, Nike, and McDonalds all have in common? A. They all rely exclusively on TV advertising B. They are all consumer packaged-goods companies C. They have all received a great deal of negative publicity in recent years. D. They all have foreign CEO's. E. They spend more in advertising in foreign markets than home markets.

C. They have all received a great deal of negative publicity in recent years.

Negotiation requires both customer and the salesperson: A. To be persistent in their point of view B. To be subjected to arm-twisting C. To agree to disagree D. To come away as winners E. To come away as losers

C. To agree to disagree

Product placement has reached the world of live theater and opera. The difference between product placement and other forms of promotion is: A. Sponsored are recognized for their contribution B. Prominent personalities add a message about the product C. Viewers are being marketed to subliminally without their consent D. Products are focused showing different angles E. Ethical concerns are not taken into account

C. Viewers are being marketed to subliminally without their consent

Volkswagen's portfolio of brands does not include: A. Audi B. Lamborghini C. Porsche D. Bentley E. No Correct Answer

D. Bentley

The country which has a massive potential for cigarette manufacturers is: A. Egypt B. Vietnam C. Turkey D. China E. Spain

D. China

Websites that provide news and entertainment and support a company's PR efforts are known as: A. Transaction sites. B. Promotion sites C. Cyber sites D. Content sites E. Company Sites

D. Content sites

Each value network has a __________ associated with it that dictates the margins needed to achieve profitability A. Dilemma B. Technology C. Digital Network D. Cost Structure E. Transaction

D. Cost Structure

The practice of registering a particular domain name for the express purpose of reselling it to the company that should rightfully use it is referred to as: A. Gray Market B. Copyright Violation C. Patent Violation D. Cybersquatting E. Piracy

D. Cybersquatting

Which of the following is not an advantage of using sales promotions? A. Develops relationship with customers B. Provides accountability to marketing managers C. Provides a tangible incentive to buyers D. Enables company to build its database E. Builds long-term brand awareness

D. Enables company to build its database

A company in which an ethnocentric orientation prevails is likely to utilize primarily ________ in its sales force. A. Third-country nationals B. Agents of any nationality C. Agents of host country D. Expatriates E. Host-country nationals

D. Expatriates

Claude Shannon's technical report led to his pioneer work for which he is regarded as the investor of the: A. Internet B. Silicon Chip C. Spreadsheet D. Information Theory E. Transistor

D. Information Theory

Konbini is a convenience store in __________, where consumers can pay for online purchases. A. Bosnia B. Russia C. Croatia D. Japan E. Indonesia

D. Japan

Which company ranked number one in terms of ad spending in Europe in 2016? A. General Motors B. Philip Morris C. Proctor & Gamble D. Nestle E. Coca-Cola

D. Nestle

Which company ranks number one in terms of worldwide ad spending for 2016? A. General Motors B. Philip Morris C. Coca-Cola D. Proctor & Gamble E. Unilever

D. Proctor & Gamble

Environmental issues and challenges faced by a company which is in the initial stages of implementing a personal selling strategy includes all of the following except: A. Political risks B. Market unknowns C. Currency fluctuations D. Product innovations E. Regulatory hurdles

D. Product innovations

Cloud-based music services are expected to have a major impact on the mobile music business. The reason for their popularity includes all of the following except: A. They offer users a music locker "in the cloud" B. This new approach addresses some of the shortcomings of the existing methods C. They are a hybrid between subscription and online store business D. The pricing schemes for various services are simple E. Music services can be purchased from a variety of mobile devices

D. The pricing schemes for various services are simple

Some of the world's most memorable advertising campaigns have achieved success because they originate from an idea that is so big that the campaign offers opportunities for a seemingly unlimited number of new executions. Such a campaign is said to have: A. "Fun" B. "Toes" C. "Life" D. "Love" E. "Legs"

E. "Legs"

Which of the following environmental characteristics affects use of direct marketing in Europe? A. The European Commission's concern about privacy B. Linguistic, Cultural, and Regional diversity C. Industries in Europe are still developing complete mailing lists D. High postal rates in several European countries E. ALL OF THESE

E. ALL OF THESE

Benefits for using sales agents include all of the following except: A. Agents possess the same cultural knowledge as in-country nationals B. Agents work under contract rather than as full-time employees C. Agents are less expensive than full-time, in-country national sales reps. D. Agents possess the same market knowledge as in-country nationals. E. Agents can eventually replace manufacturer's sales agents

E. Agents can eventually replace manufacturer's sales agents

In advertising, a(n) _______ is an agent who chooses graphics, pictures, type styles, and other visual elements and has general responsibility for the overall look of an advertisement A. IMC Manager B. Stylist C. Copywriter D. PR Practitioner E. Art Director

E. Art Director

The term "m-commerce" is used to describe the use of: A. Web.com in commerce B. Money in commerce C. Credit cards in commerce D. Internet in commerce E. Cell phones in commerce

E. Cell phones in commerce

In developing countries, such as Ghana, the best way to communicate with market segments may be through: A. Written Word B. Magazine Ads C. TV ads D. Mass Media E. Dance, Songs, and Storytelling

E. Dance, Songs, and Storytelling

Thomas Burke, an executive at Saatchi & Saatchi, is quoted as saying _________ are "the most powerful form of advertising ever created." A. Banner ads on the Internet B. Catalog sales C. Direct mail campaigns D. Corporate Advocacy Ads E. Infomercials

E. Infomercials

Which of the following principles of disruptive innovation pertains to the notion of agnostic marketing? A. Small markets don't satisfy the growth needs of large companies B. A company's capabilities define its weaknesses C. Companies depend on customers for resources D. Technology supply may not equal market demand E. Markets that don't exist can't be analyzed

E. Markets that don't exist can't be analyzed

Each network has its own "metrics of value". For laptop computers, this value would include all of the following except: A. Low weight B. Small size C. Rugged design D. Power consumption E. Memory capacity

E. Memory capacity

_________-commerce is one of the significant marketing opportunities made possible by the digital revolution A. Multisegment B. Multinational C. Multiligual D. Marginal-cost E. Mobile

E. Mobile

Alcatel-Lucent, the French telecommunications equipment manufacturer, has launched a service that sends tailored text messages when smartphone users are near a specific location, such as a store, hotel, or restaurant. This capability can help in all of the following ways except: A. Locating smartphone users for delivering products or services B. Offering special deals to smartphone users who happen to be in the vicinity C. Promoting mobile campaigns which will reach smartphone users D. Text messages can be sent to smartphone users who are in the vicinity E. Obtaining demographic information about the smartphone users

E. Obtaining demographic information about the smartphone users

When the subheads and body copy of an advertisement are localized, not simply translated, it is an example of: A. Stereotype Advertising B. Local Advertising C. Advocacy Advertising D. Global Advertising E. Pattern Advertising

E. Pattern Advertising

Which promotional mix element is most closely associated with activities designed to foster goodwill and understanding with various constituents both inside and outside the company? A. Sales Promotion B. Personal Selling C. Publicity D. Advertising E. Public Relations (PR)

E. Public Relations (PR)

In the 1950's, which company used transistor technology licensed from Bell Labs to develop the transistor radio? A. RCA B. Nokia C. Panasonic D. Sanyo E. Sony

E. Sony

Which of the following pioneers of the digital revolution developed the URL, HTTP, and HTML, thus paving the way for the World Wide Web? A. Robert Noyce and Jack Kilby B. Steve Jobs and Steve Wozniak C. Vincent Atanasoff and Clifford Berry D. Vint Serf and Bob Kahn E. Tim Berners-Lee

E. Tim Berners-Lee

__________ are online retail operations that allow customers to purchase goods and services. A. Transfer sites B. Matrix sites C. Content sites D. Promotion sites E. Transaction Sites

E. Transaction Sites