International marketing Chapter 16

What causes international communications to fail?

Media inadequacy may hinder the flow of messages. The needs and wants of a target market may not have been assessed properly. Different cultural interpretations may hinder the understanding of messages.

Any or all of the first six steps of the international communications process can be affected by unpredictable and uncontrollable influences. These influences are collectively known as

Noise

Cultural differences among various countries most often affect marketing decisions related to

advertising

The cost of reaching a prospect using advertising depends on the

bargaining ability of agents

With a proper feedback system, errors

can be corrected before significant damage occurs

The feedback step of the international communications process

checks the other steps for their effectiveness

One of the great creative challenges in advertising in diverse cultures is the problems associated with

communicating to individuals

A company in Europe launched a new laundry detergent into the market. The promotional advertisement claimed that the detergent was superior to all other leading detergent brands in the market. After a few days, the advertisement was banned. The reason for the ban was that the advertisement was

comparative

In Europe, there are variations in laws that control ______ advertising from country to country.

comparative

Satellites ______.

cover many different countries

A major limitation of using the Internet to advertise consumer products is the Internet's lack of

coverage

The effectiveness of an advertisement can be ensured if all the characteristics of the advertisement coincide with ______ norms

cultural

Standardized products must be advertised differently in different markets because

cultures of different regions are not the same.

In the international communication process, symbols that are transmitted from information sources are interpreted by receivers in the _____ step.

decoding

To combat media limitations, advertisers in some countries have

developed their own media.

Flow of information about the effectiveness of a message from a receiver back to a source occurs in the ______ step of the international communication process.

feedback

Change in culture can be brought about through

global mass media advertising

A company may limit or decrease print advertising

if high-grade paper is not available if printing is of poor quality

Billboards are more useful in countries where ______.

illiteracy rates are high

Direct mailings are largely used by ______ advertisers.

industrial

Companies can effectively use direct mail for advertising in countries where there is

limited availability of other media

Market segmentation strategies that are used by multinational companies often ignore

national boundaries

In most countries, media prices are

negotiable

Which media do governments most commonly prohibit from accepting advertising materials?

Television and radio

Identify techniques used by advertisers that can lead to difficulties for translators. (Check all that apply.)

Terse writing Abstractions Word economy

Arrange the steps of an international advertising campaign in the correct order, with the first step at the top.

perform marketing research Specify the goals of the communication Develop the most effective message(s) for the market segments selected select effective media Compose and secure a budget based on what is required to meet goals execute the campaign Evaluate the campaign relative to the goals specified

Companies can successfully promote products that have small market shares or that represent new concepts by using

product sampling

Zest Corp. launches a new health drink for children and youth. Because the product is new and has a small market share, the company distributes trial packs of the product to students in schools and colleges. In this scenario, the promotional tool implemented by Zest Corp. is

product sampling

In some countries, policies related to radio and television advertising have changed in recent years because

production costs are high

The probability of a misunderstanding between a sender and a receiver can be minimized if a(n) ______ exists between them.

psychological overlap

Geographic coverage is generally known for

radio and television

To meet the needs of advertisers and agencies for high-quality information, ______ is growing increasingly reliable.

research data

To meet the needs of advertisers and agencies for high-quality information, ______ is growing increasingly reliable. research data

research data

Consumer purchases and retailer cooperation can be increased by implementing marketing activities known as

sales promotions

In some countries, numerous different media have split markets into

uneconomical advertising segments

A disadvantage of advertising through direct mail in some countries is that

Through catalogs Through sales sheets

How are large volumes of international business generated by industrial advertisers?

Through sales sheets Through catalogs

Which step immediately succeeds encoding in the international communication process?

Transmitting a message to a receiver

True or false: Message channels must be carefully selected if an encoded message is to reach a consumer correctly.

True

True or false: The success of a sales promotion depends on local adaptation, promotional types, and cultures.

True

Identify a local practice that makes companies reluctant to place ads in foreign national consumer magazines.

Use of raffles to select advertisements for magazines shortly before press time

Identify the factors that can cause an international marketer to symbolize a message incorrectly at the encoding step.

Values and beliefs of spokespersons Problems of media availability and literacy Tastes of spokespersons Humor of spokespersons Timing and appropriateness of spokespersons

When do international promotions commonly contain mistakes?

When adequate knowledge about target markets is not available When cultural influences are improperly reflected by the communication process

When do companies across Europe seek commonality in branding and advertising?

When they need to avoid confusion related to multiple label names When they need to ensure efficiency

Identify the instances when advertisers use lesser media to create solutions.

When traditional media is not available When traditional media is restricted

Word-of-mouth advertising works especially well ________. (Check all that apply.)

where people show an orientation toward information where people exhibit uncertainty avoidance tendencies

Identify Europe-wide promotional strategies.

Advertising concepts should be designed to appeal to market segments. Market segments across European countries should be identified.

Why are highly developed advertising strategies needed?

Because sophistication of foreign consumers has increased Because competition for world markets has intensified

True or false: Certain companies cannot standardize the brand names of their products because those products lack equity.

False

True or false: Errors at the receiver end of the international communications process result from inaccurate decoding by a sender.

False

True or false: Overall, newspapers' advertising revenue is increasing.

False

True or false: The decoding step of the international communications process precedes the encoding step.

False

Identify the parties to whom companies aim to convey their messages. (Check all that apply.)

General public Customers Governmental regulators

What will happen if television coverage is expanded? (Check all that apply.)

Global standardized messages will become more prevalent. Advertiser creativity will be challenged.

Identify the conditions in which creativity in advertising holds special importance.

If production limitations exist If a budget is small

Identify the accurate statements about noise. (Check all that apply.)

It creates a disrupting effect. It frequently interferes with the process of communication.

Identify the accurate statements about noise

It frequently interferes with the process of communication. It creates a disrupting effect.

Identify the accurate statements about the role of the Internet in advertising. (Check all that apply.)

It is used as a promotion medium for consumer goods by many companies. It uses catalogs and product descriptions for promotions.

Identify the potential disadvantages of advertising in newspapers. (Check all that apply.)

Lack of separation between advertising and editorial content Lack of space due to equipment limitations Long time lag before publication of advertisements

Which linguistic limitations do advertisers face? (Check all that apply.)

Low literacy rates Translation issues Diverse education and social norms

What happens when media limits companies' creative strategies? (Check all that apply.)

Marketers must stress other components of the promotional mix. Advertising becomes a smaller part of the promotional program.

Tim is the marketing manager of a beverage manufacturing company. He is responsible for conducting an international advertising campaign to launch and promote a new product. In this scenario, identify the first step that Tim should take.

Marketing research should be performed.

Match each component of the international communications process (in the left column) with the correct description (in the right column).

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Why do international advertisers seldom bother with foreign national consumer magazines?

Circulation figures may not always be dependable. Placement problems may be caused due to paper shortages. Magazines may accept more advertisements than they have space to run.

Identify the examples of noise that affect any or all of the other six steps of the international communications process.

Confusion Competitive activities

How are mobile devices used in advertising? (Check all that apply.)

Consumers are allowed to ask marketers questions. Innovative answers are delivered by marketers to users. Information and web services are offered to users.

Global advertising expenditures tend to be

Cyclical

What happens if a market is segmented by too many newspapers?

Advertisers cannot afford to buy sufficient coverage.

What happens in the first step of the international communication process?

A product message is selected for transmission.

Identify techniques used by advertisers that can lead to difficulties for translators. (Check all that apply.)

Abstractions Word economy Terse writing

Which factors can cause errors at the receiver end of the international communications process? (Check all that apply.)

Poor encoding Lack of proper knowledge of use patterns Incorrect decoding Selection of poor media

Problems associated with broadcast through cable or satellite television can be overcome, and advertising to many cultures and locations can be facilitated, with the use of

Princeton Video Imaging

Identify the problems that are associated with advertising coverage.

Sufficient information about coverage cannot be obtained. Some demographic groups cannot be reached.

In the international communication process, before a source message is transmitted to a receiver, a sender first converts it into effective symbolism. This step is known as

encoding

Radio and television have become major communications media worldwide, likely because of their ______ value.

entertainment

How are large volumes of international business generated by industrial advertisers?

the Internet

The significance of providing feedback in the international communications process is that

the effectiveness of the process can be evaluated

Ken is the marketing executive of a multinational company. The company launches a new product into the market, and Ken is responsible for globally promotion of the product. However, the effort undertaken by Ken to communicate the message internationally fails. In this case, a probable reason for failure is that

the requirements and desires of the target markets were not assessed properly

Sales promotions can take the place of advertising when

there are environmental constraints on advertising.

The impact of satellite television is a matter of concern for governments because

they are afraid of losing control of the media

Advertising campaigns often fail due to perceptions based on heritage and

tradition