Global Marketing Exam 3
________ is the phrase global marketers use to describe ads with common design elements into which localized elements are inserted for individual country markets. "Pattern advertising" "Template advertising" "Stereotype advertising" "Model advertising" "Cookie-cutter advertising"
"Pattern advertising"
In exchange for a pledge to carry at least 40 different Procter & Gamble products, participating stores receive regular visits from P & G representatives who tidy and arrange display areas. This motivational program is referred to as: "high-frequency" store program. "shop operators" program. "mom-and-pop" store program. "buy-in-bulk" store program. "golden store" program.
"golden store" program.
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 different 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 included all of the following except: "it allows viewers to interact with programming." "it needs further testing." "it is a calculated risk." "it may or may not succeed." "it is a lot more unproven."
"it allows viewers to interact with programming."
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: "love." "fun." "legs." "toes." "life."
"legs."
In the language of global marketing, ________ is the phrase used to describe advertising that represents a middle ground between 100% standardization and 100% localization. "compromise advertising" "stereotype advertising" "template advertising" "cookie-cutter advertising" "pattern advertising"
"pattern advertising"
Which of the following is not characteristic of mass marketing? The customer perceives relatively little risk. Advertising is used to generate an immediate inquiry or purchase. Purchase action is deferred. Product benefits do not typically include home delivery. Repetition of ads is the key to awareness and remembering.
Advertising is used to generate an immediate inquiry or purchase.
Which of the following environmental characteristics affects use of direct marketing in Europe? the European Commission's concern about privacy high postal rates in several European countries industries in Europe are still developing complete mailing lists linguistic, cultural, and regional diversity All of these
All of these
Which of the following is an appropriate guideline for companies selecting independent distributors in international markets? Select distributors; don't let them select you. Look for distributors capable of developing markets. Treat local distributors as long-term partners. Maintain control over marketing strategy from day one. All of these are appropriate guidelines.
All of these are appropriate guidelines.
What do Unilever and Procter & Gamble have in common? Both companies use a great deal of corporate advertising. Both companies use the same advertising agency. Revenues at both companies have been hurt by regulations concerning tobacco advertising and promotion. Both companies utilize extension approaches to advertising. Both companies rank high in terms of non-U.S. ad spending.
Both companies rank high in terms of non-U.S. ad spending.
Landor Associates, a company specializing in brand identity and design, recently determined that ________ has the number one brand-awareness and esteem position in the United States, number two in Japan, and number six in Europe. Coke Toyota Sony McDonald's Pepsi
Coke
Which of the following most accurately describes the relative length of consumer and industrial distribution channels? Both consumer and industrial channels tend to be short (consist of few intermediaries). Consumer channels tend to be shorter (consist of few intermediaries) than the industrial channels. Consumer channels tend to be longer (consist of more intermediaries) than industrial channels. Both consumer and industrial channels tend to be long (consist of several intermediaries). Industrial channels tend to be longer (consist of more intermediaries) than consumer channels.
Consumer channels tend to be longer (consist of more intermediaries) than industrial channels.
Dollar stores are classified under: Convenience stores. Discount retailers. Hard discounters. Specialty retailers. Category killers.
Discount retailers.
Which of the following most accurately describes the state of global public relations (PR) today? PR practices are standardized worldwide. Expenditures on PR are increasing. Foreign investments are increasing. Expenditures on PR are dropping. PR is not important in emerging markets like India.
Expenditures on PR are increasing.
Social couponing is one of the hottest sales promotion trends today. This refers to: sweepstakes. personal selling. freestanding inserts. Groupons. sampling.
Groupons.
When Walmart entered the German market, ________ were already entrenched. Supermarkets Hard discounters Specialty retailers Hypermarkets Discount retailers
Hard discounters
Which country has the biggest market for Tupperware? Romania India Indonesia China Russia
Indonesia
Tupperware is considered as an aspirational brand that represents "moving up" in life in: China. Russia. Indonesia. India. Romania.
Indonesia.
________ 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. Groupon Interactive television Teleshopping Infomercials Magalog
Infomercials
A distributor with good contacts may appear to be the obvious choice in terms of generating quick sales and revenues but may not be the best one. Which of the guidelines for companies selecting independent distributors is this statement referring to? Look for distributors capable of developing markets. From the start maintain control. Give local distributors control over marketing strategy. Select distributors; don't let them select you. Treat local distributors as long-term partners.
Look for distributors capable of developing markets.
Coupons are not a favorite promotion tool for use in: Malaysia. the United Kingdom. Italy. Belgium. the United States.
Malaysia.
What solution did Andersen Consulting provide to the Moscow Bread Company to solve the problem of stale bread? Use paper packaging for bread. Deliver the bread sliced rather than in whole loaf form. Convert to a paperless office to cut red tape. Deliver the bread frozen. Package the bread in plastic bags.
Package the bread in plastic bags.
Advertising, public relations, and other forms of communication are critical tools in the marketing program and reflect the ________ (P) of the marketing mix. Place Product Process Price Promotion
Promotion
In which country are global marketers likely to encounter the most restrictions on advertising? Japan the United States Saudi Arabia Russia Germany
Saudi Arabia
________ leads the world in terms of watching the most television; daily viewership is 5 hours, 39 minutes each day, followed by Macedonia with 5:19; the United States is third with 5:04. South Korea France India Serbia Germany
Serbia
Which of the following is true about advertising expenditures in Germany and Brazil? Newspapers are the leading medium in both Germany and Brazil. Television is the leading medium in Brazil; newspapers are the leading medium in Germany. Magazines are the leading medium in Brazil and Germany. Television is the leading medium in Germany; newspapers are the leading medium in Brazil. Television is the leading medium in both Germany and Brazil.
Television is the leading medium in Brazil; newspapers are the leading medium in Germany.
Which of the following does not qualify as a "category killer?" Home Depot Victoria's Secret Toys "R" Us IKEA Circuit City
Victoria's Secret
According to data published by Advertising Age (2014), which of the following is the largest global advertising organization based on worldwide revenues? Havas Dentsu Inc. Omnicom Group Interpublic Group WPP Group
WPP Group
Tobacco companies in Central Europe face the prospect of tougher marketing and advertisement regulations due to: a desire to comply with EU entry requirements. the pressure from neighboring countries. the growing concern about health hazards associated with smoking. a dislike of global brands crowding out local brands. a desire to return to communist-era policies.
a desire to comply with EU entry requirements.
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: Citibank used the color blue in much of its advertising. ads were placed indoors in elevators. ads were placed using social media or online channels. ads were placed on buses. ads were placed in rest rooms and other indoor traffic areas.
ads were placed on buses.
Japan's Fuji Photo Film asked its advertising agency to develop an advocacy campaign for the United States targeted to appeal both to Walmart and to its customers. This is an example of: global advertising. local advertising. pattern advertising. image advertising. advocacy advertising.
advocacy advertising.
Which of the following transportation modes ranks lowest in capability? air railroad Internet truck water
air
Chinese authorities ratified the WHO's Framework Convention on Tobacco Controls; which means: tobacco companies can sponsor China's national soccer tournament. tobacco companies cannot show ads on TV but can sponsor sports events. Chinese TV can show tobacco ads only after midnight. all forms of tobacco promotion and sponsorships will be phased out. tobacco companies can use sponsorships of health and sporting events.
all forms of tobacco promotion and sponsorships will be phased out.
Sales representatives in which Japanese industry cultivate close, long-term relations with customers by selling door-to-door? pharmaceuticals automobiles consumer electronics groceries soft drinks
automobiles
Traditional support media include: catalogs. newspapers. magazines. billboards. indoor posters.
billboards.
The kind of brand awareness a company wants to project is identified by: buyer perception. company organization. national responsiveness. area coverage. in-house marketing.
buyer perception.
The term magalog is used to describe which communication medium? coupons infomercials Groupons catalogs direct mail
catalogs
Which of the following product category/company pairings best illustrates the concept of "product cultures"? batteries/Duracell earth-moving equipment/Caterpillar personal hygiene/Procter & Gamble automobiles/Ford coffee bars/Starbucks
coffee bars/Starbucks
Chinese direct-response television has learned that there are many obstacles that still need to be overcome, which include all of the following except: delivery logistics in Beijing. low penetration of credit cards. consumers' savings rate is very low. delivery logistics in Shanghai. a limited number of private telephones.
consumers' savings rate is very low.
Other international personal selling approaches that fall somewhere between sales agents and full-time employee teams include all of the following except: contract manufacturing or production. joint ventures. franchising. exclusive license arrangements. management-only agreements.
contract manufacturing or production.
The words that are the spoken or written communication elements in advertisements are known as: manuscript. writings. copy. script. idea.
copy.
Generally speaking, a company has little control over media. To compensate for this lack of control, many companies utilize: TV advertising. advocacy advertising. corporate advertising. image advertising. radio advertising.
corporate advertising.
The choice between demonstration, slice-of-life, straight sell, and other advertising forms is a matter of the: advertising appeal. big idea. creative execution. creative strategy. selling proposition.
creative execution.
The entry global retailing market expansion strategies include all of the following except: joint ventures. organic. chain acquisition. franchise. departmental stores.
departmental stores.
Physical distribution and logistics are concerned with all but one of the following: warehousing. designing in-store displays. transportation. order processing. inventory management.
designing in-store displays.
Building a prospect base is typically part of which step of the Strategic/Consultative Selling model? development of a product strategy development of a customer strategy development of a personal selling philosophy development of a relationship strategy development of a presentation strategy
development of a customer strategy
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: advertising appeal. creative appeal. emotional appeal. rational appeal. selling proposition.
emotional appeal.
Ads that tickle the funny bone of the intended audience and evoke response that will direct purchase behavior are based on: emotional appeals. rational appeals. melodramatic appeals. localized appeal. SRC appeals.
emotional appeals.
When companies adopt an indirect involvement channel they have all of the following activities except: utilize those who have network of stores. utilize retailers. use distributors. establish their own sales force. utilize independent agents.
establish their own sales force.
Peppers and Rogers described different steps that are involved in one-to-one marketing. These steps include all of the following except: customize. evaluate. identify. differentiate. interact.
evaluate.
A critical marketing tool for global companies such as Red Bull is: couponing. personal selling. sampling. event marketing. sweepstakes.
event marketing.
A company in which an ethnocentric orientation prevails is likely to utilize primarily ________ in its sales force. agents of any nationality host-country nationals agents of host country third-country nationals expatriates
expatriates
When a company must decide on the composition of its foreign sales force, which alternative is generally the most expensive? agents of any nationality agents of host country expatriates third-country nationals host-country nationals
expatriates
Which type of sales person is best suited to selling technologically-sophisticated products in developed countries? expatriates third-country nationals host-country nationals agents of any nationality None of these
expatriates
It was found that Malaysians hesitate to use coupons due to the: fear of public embarrassment. impact of religion. general dislike for coupons. higher uncertainty avoidance. lower power distance.
fear of public embarrassment.
In Hong Kong and Singapore, Western catalogers are finding it easy to market because of all of the following reasons except: wide use of credit cards. efficient postal services. highly educated populations. high per capita income. few mail-order companies.
few mail-order companies.
Which of the following correctly characterizes the retailing strategy shared by Toys "R" Us and Virgin Megastores? few product categories, own-label focus few product categories, manufacturer brand focus many product categories, own-label focus many product categories, manufacturer brand focus None of these
few product categories, manufacturer brand focus
Some wine importers insist on shipping their wines in refrigerated containers to protect the wines from being damaged by high temperatures. Such importers are creating which kind of utility? worker utility place utility form utility time utility information utility
form utility
The availability of the product processed, prepared, in proper condition, and/or ready to use is referred to as: information utility. price utility. form utility. product utility. place utility.
form utility.
In selecting an advertising agency, all of the following issues should be taken into consideration except: company organization. franchise or company owned status. buyer perception. area coverage. national responsiveness.
franchise or company owned status.
A ________ company possesses a critical marketing advantage with respect to marketing communications. global multinational local glocal domestic
global
Breaking all the conventional norms, Selfridge opened his department store just off Oxford Street. The changes incorporated include all of the following except: early bird specials were offered. goods were kept behind counters and were available by asking store clerks. goods were put within reach of the customers. perfume and fragrance were moved to the front in order to avoid any horse dung odors. customers always came first.
goods were kept behind counters and were available by asking store clerks.
After much trial and error in creating sales forces, most companies today attempt to establish a: sales force composed of a majority of expatriates. sales force composed of third country nationals. sales force consisting of all in-country nationals. hybrid sales force composed of expatriates and in-country nationals. hybrid sales force composed of expatriates and third country nationals.
hybrid sales force composed of expatriates and in-country nationals.
Thomas Burke, an executive at Saatchi & Saatchi, is quoted as saying ________ are "the most powerful form of advertising ever created." infomercials catalog sales direct mail campaigns corporate advocacy ads banner ads on the Internet
infomercials
A freighter loaded with 40-foot shipping containers leaves a port in Europe and sails to New York, where the containers are transferred to railroad cars and transported to the west coast. At the port of San Francisco, the containers are loaded onto another freighter bound for Japan. The term that best describes this situation is: hypermarketing. containerization. intermodal transportation. inventory management. greenfield investment.
intermodal transportation.
Channel decisions are important because: issues can be solved by arbitration. it is expensive to terminate. local laws do not protect agreements. relationships change with time. commitments are flexible.
it is expensive to terminate.
The scandal about finding horse DNA in frozen beef burgers sold in supermarkets in Ireland became a big issue. However, the fact remains that 60,000 tons of horse meat were sold in Europe in 2012. Other facts about horse meat include all of the following except: it is legal to produce horse meat in the United States. in Europe, horse meat is available from a variety of suppliers. Italy imports 50 million pounds of horse meat annually from Ireland. horses are shipped from the United States to Mexico and Canada for slaughter. horse meat is lean and high in iron and other nutrients.
it is legal to produce horse meat in the United States.
PepsiCo experienced great success in Latin America with its Numeromania contest, which lured consumers by promising big cash prizes. They used the same contest in Poland successfully. This shows that: leverage experience gained in one country can be used in another country. Numeromania can be used in cash starved countries. Numeromania can be used in different languages. Numeromania helped in developing a taste for Pepsi in both countries. economically squeezed consumers love Pepsi.
leverage experience gained in one country can be used in another country.
The McDonald's print ads conveyed sexual innuendo. One execution featured a "beauty shot" of a Quarter Pounder with an extreme close-up of a woman's mouth in the background. This was created to use localized advertisement for all of the following reasons except: magazines are the leading medium in China. beef is perceived to boost energy. beef is considered a luxury, upscale item in China. beef is perceived heighten sex appeal. in Chinese, the word beef connotes manliness, strength, and skill.
magazines are the leading medium in China.
Which of the following is a disadvantage of using an expatriate sales force? follow policies of the home office capability to institute the acceptable practices inferior product and company knowledge enhanced promotion prospects maintaining is very expensive
maintaining is very expensive
Which of the following categories best describes the approach of Britain's Marks & Spencer to global retailing? few product categories, own-label focus few product categories, manufacturer brand focus many product categories, own-label focus many product categories, manufacturer brand focus None of these
many product categories, own-label focus
"Organized retail" is a term used to describe: modern chain stores. hypermarkets. supermarkets. local retail chains. grocery stores.
modern chain stores.
eBay was a pioneer in a form of online marketing known as: p-to-p. b-to-b. b-to-c. c-to-b. d-to-d.
p-to-p.
When the subheads and body copy of an advertisement are localized, not simply translated, it is an example of: local advertising. stereotype advertising. pattern advertising. advocacy advertising. global advertising.
pattern advertising.
Order processing, warehousing, and inventory management are all functions pertaining to: personal selling. sales promotion. physical distribution and logistics. a polycentric orientation. chain acquisition.
physical distribution and logistics.
Coca-Cola Company's global marketing leadership position is based in part on its ability to put Coke "within an arm's reach of desire"; in other words, it is the ability to create: place utility. time utility. form utility. information utility. All of these
place utility.
Unilever hired a promotional marketing firm to pass out Lever 2000 hand wipes in food courts and petting zoos. This is an example of: point-of-work sampling. point-of-event sampling. point-of-dirt sampling. point-of-sale sampling. point-of-use sampling.
point-of-dirt sampling.
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. publicity ethnocentric polycentric regiocentric local
polycentric
U.S. advertisements contain more ________ information, and are more likely to include comparative appeals than Arabic ads. context price sex process people
price
Marketing channels exist to create utility for customers. The major categories of channel utility include all of the following except: time utility. information utility. form utility. place utility. price utility.
price utility.
Environmental issues and challenges faced by a company which is in the initial stages of implementing a personal selling strategy include all of the following except: product innovation. market unknowns. political risks. regulatory hurdles. currency fluctuations.
product innovation.
In fall 2002, a new Broadway production of Puccini's La Boheme was set in Paris circa 1957. The stage set included billboards for luxury pen maker Montblanc and Piper-Heidsieck champagne. This is an example of: sampling. product placement. trade sales promotion. global awareness. consumer sales promotion.
product placement.
Because advertising is often designed to add ________ value to a product or brand, it plays a more important communications role in marketing consumer products than it does for marketing industrial products. monetary psychological social emotional cultural
psychological
In less-developed countries the most important channel of distribution is: door to door. public marketplaces. pyramid schemes. wholesale marketplaces. retail stores.
public marketplaces.
A supplier in China was accused of selling outdated meat to McDonald's. The consequent declining sales were a result of ________ problem. distribution advertising sales promotion pricing public relations
public relations
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. advertising distribution public relations pricing sales promotion
public relations
One task of the ________ department is to generate nonpaid forms of communication to foster goodwill among customers and others. headquarters advertising global marketing public relations sales promotion
public relations
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? advertising public relations publicity sales promotion personal selling
public relations
In a contest of 45 different languages covering 60 countries, marketers for Axe Apollo invited consumers to fill out an "astronaut profile." This is an example of: promotion of different types for marketing. astronaut profile varies from country to country. promotion of interest in space exploration. people in different countries prefer different topics. sales promotion by global marketer.
sales promotion by global marketer.
To fight counterfeiting, the "Disney Magical Journey" promotion was keyed to mail-in hologram stickers on genuine Disney products. Participants could win Disney DVDs, TV sets, and trips to Hong Kong Disneyland. This is an example of: promotion of different types for marketing. promotion of Disney Magical Journey. sales promotion by global marketer. "Disney Magical Journey" is popular worldwide. people in many countries prefer mail-in hologram.
sales promotion by global marketer.
Which promotional technique is best suited to a situation in which a company wants consumers to actually try its product or service at no cost? sweepstakes couponing free-standing inserts sampling personal selling
sampling
A variety of environmental factors have combined to push retailers out of their home markets in search of opportunities around the globe. All of the following reasons are responsible for such a move except: a recession in the home-country. strict regulation on store development. high operating costs. saturation of the home-country market. high population growth.
saturation of the home-country market.
A company with a polycentric orientation is likely to employ host-country nationals in all but which of the following selling situations? selling high-tech products in developed countries selling high-tech products in less-developed countries selling low-tech products in developed countries selling low-tech products in less-developed countries None of these
selling high-tech products in developed countries
The success of the Stratos project helps Red Bull by: having their logo on NASCAR cars. utilizing free-standing inserts. using YouTube as an effective marketing tool. standing out from a crowded field of competitors. personal selling.
standing out from a crowded field of competitors.
Standardized print campaigns can be used for all of the following except: high-tech consumer products. stereotype advertising. voiceovers TV commercials. industrial products. visual appeal.
stereotype advertising.
Which country or region offers direct marketers the advantage of a well-developed mailing list industry? Latin America the United States Western Europe South Korea Japan
the United States
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 market segment was found with unmet needs. orthodox advertising strategies were used with tactics. The Red Bulletin magazine helped in Red Bull's popularity. the blue-and-silver color on cans helped in Red Bull's popularity. a market was created for Red Bull.
the blue-and-silver color on cans helped in Red Bull's popularity.
The advertising promise that captures the reason that people buy products is known as: the big idea. creative strategy. the selling proposition. the creative execution. the advertising appeal.
the selling proposition.
Promotions designed to increase product availability in distribution channels are known as: consumer sales promotions. nonprice promotions. sales promotions. price promotions. trade sales promotions.
trade sales promotions.
When a company uses intermodal or multimodal transportation, it is: shipping via more than one railroad line. using different size containers for shipment. using multiple channels. using land and water shipping. using the services of both UPS and FedEx.
using land and water shipping.
Product placement has reached the world of live theater and opera. The difference between product placement and other forms of promotion is: sponsors are recognized for their contribution. viewers are being marketed to subliminally without their consent. ethical concerns are not taken into account. products are focused showing different angles. prominent personalities add a message about the product.
viewers are being marketed to subliminally without their consent.
