International Marketing Ch. 16

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

Rules governing comparative advertising in Europe allow ______.

implicit comparisons if they do not name competitors

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

1. Advertising becomes a smaller part of the promotional program. 2. Marketers must stress other components of the promotional mix.

Why are highly developed advertising strategies needed?

1. Because competition for world markets has intensified 2. Because sophistication of foreign consumers has increased

What objectives do good public relations accomplish? (Check all that apply.)

1. Companies are helped to communicate messages to their customers. 2. Media and press are encouraged to cover positive stories about companies. 3. Unfavorable events, rumors, and stories about companies are managed.

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

1. Competitive activities 2. Confusion

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

Advertisers cannot afford to buy sufficient coverage.

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

Direct mailings are largely used by ______ advertisers.

industrial

To properly perceive actual market needs, an international marketer should rely ______.

more on effective research

Market segmentation strategies that are used by multinational companies often ignore _____.

national boundaries

In most countries, media prices are ______.

negotiable

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

postage fees have to be collected from the consumer when the mail is delivered

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

product sampling

Geographic coverage is generally known for _______.

radio and television

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

In the context of advertising strategy and goals, why do multinational companies strive to increase control and efficiency without sacrificing local responsiveness?

1. Costs of advertising have increased. 2. Companies desire a broader company or product image. 3. Promotional programs in multiple countries have given rise to coordination problems.

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

1. General public 2. Customers 3. Governmental regulators

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

1. Global standardized messages will become more prevalent. 2. Advertiser creativity will be challenged.

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

1. If production limitations exist 2. If a budget is small

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

1. It frequently interferes with the process of communication. 2. It creates a disrupting effect.

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

1. Lack of proper knowledge of use patterns 2. Selection of poor media 3. Poor encoding 4. Incorrect decoding

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

1. Lack of separation between advertising and editorial content 2. Long time lag before publication of advertisements 3. Lack of space due to equipment limitations

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

1. Low literacy rates 2. Translation issues 3. Diverse education and social norms

Identify Europe-wide promotional strategies.

1. Market segments across European countries should be identified. 2. Advertising concepts should be designed to appeal to market segments.

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

1. Perform marketing research 2. Specify the goals of communication 3. Develop the most effective messages for the market segments selected 4. Select effective media 5. Compose and secure a budget based on what is required to meet goals 6. Execute the campaign 7. Evaluate the campaign relative to the goals specified

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

1. Placement problems may be caused due to paper shortages. 2. Magazines may accept more advertisements than they have space to run. 3. Circulation figures may not always be dependable.

What are the various sales promotion devices that are designed to supplement advertising and personal selling in the promotional mix? (Check all that apply.)

1. Product tie-ins and sponsorship of special events 2. In-store demonstrations 3. Coupons and gifts 4. Samples and cents-off 5. Contests and sweepstakes

Identify the problems that are associated with advertising coverage.

1. Sufficient information about coverage cannot be obtained. 2. Some demographic groups cannot be reached.

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

1. Tastes of spokespersons 2. Timing and appropriateness of spokespersons 3. Problems of media availability and literacy 4. Humor of spokespersons 5. Values and beliefs of spokespersons

What causes international communications to fail?

1. The needs and wants of a target market may not have been assessed properly. 2. Different cultural interpretations may hinder the understanding of messages. 3. Media inadequacy may hinder the flow of messages.

What are the components of integrated marketing communications?

1. Trade shows 2. Personal Selling 3. Advertising 4. Direct Selling 5. Sales Promotions

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

1. When they need to ensure efficiency 2. When they need to avoid confusion related to multiple label names

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

1. When traditional media is restricted 2. When traditional media is not available

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

1. Word economy 2. Terse writing 3. Abstractions

A company may limit or decrease print advertising _______.

1. if printing is of poor quality 2. if high-grade paper is not available

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

A product message is selected for transmission.

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

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

False

Which step immediately succeeds encoding in the international communication process?

Transmitting a message to a receiver

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

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

Entry into many markets is based on access to appropriate _____.

communication channels to customers

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

comparative

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.

Global advertising expenditures tend to be _____.

cyclical

The first step in the international communication process is ______.

encoding by an information source

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

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

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

research data

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

sales promotions

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

television and radio

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

the effectiveness of the process can be evaluated

In some countries, numerous different media have split markets into ______.

uneconomical advertising segments