MCQ 17&19 Mark

________ online marketing involves reaching new business customers, selling to current business customers, and serving business customers more efficiently and effectively.

B-to-B

Which of the following statements is true of viral marketing?

Because customers find and pass along the message, viral marketing can be very inexpensive.

The BRIC countries are ________.

Brazil, Russia, India, and China

Which question should most likely be answered by all companies due to the rapid move toward globalization?

Where should we produce or source our products?

All of the following are benefits of online direct marketing for buyers EXCEPT ________.

live product demonstrations

A(n) ________ is a limit on the amount of goods that an importing country will accept in certain product categories.

quota

Online ads that incorporate animation, video, sound, and interactivity are called ________.

rich media ads

Firms that stay at home to play it safe ________.

risk losing their home markets

Which term best describes Web sites such as Discovery.com and ESPN.com?

content site

Which of the following would a defender of globalization most likely use as an example to argue that concerns of Americanization are overblown and that globalization is indeed a two-way street?

) the growing number of IKEA furniture stores in the United States

________ means adjusting the marketing strategy and mix elements to each international target market.

Adapted global marketing

According to the text, what location does Coca-Cola consider a "promising long-term growth opportunity"?

Africa

________ online marketing involves businesses selling goods and services online to final consumers.

Business-to-consumer (B-to-C)

________ data in the customer database includes data about the recency, frequency, and monetary value of past purchases of a customer.

Buying behavior

Which of the following online marketing domains would most likely involve customers driving online transactions rather than businesses?

C to B

________ online marketing sites are online exchanges in which consumers search out sellers, learn about their offers, initiate purchases, and sometimes even drive transaction terms.

C to B

________ online marketing involves consumers buying or exchanging goods or information directly with one another. Craiglist, ebay

C to C

Which of the following is most likely true about database marketing?

Companies match customer needs and interests with products and services.

________ involves entering a foreign market by developing foreign-based assembly or manufacturing facilities.

Direct investment

Which of the following statements is true of direct marketing?

Direct marketing offers sellers a low-cost alternative for reaching their markets.

________ involves sending an offer, announcement, reminder, or other item to a person at a particular address.

Direct-mail marketing

________ means marketing a product in a foreign market without making any changes to the product.

Straight product extension

Which of the following is true about e-mail marketing messages?

E-mail marketing messages are effective in reaching the desired target market and result in low costs.

Which of the following is most likely to be the consequence of increase in growth of global trade?

Foreign firms expand aggressively into new international markets.

________ are major exporters of manufactured goods, services, and investment funds.

Industrial economies

Which of the following characterizes emerging economies?

Industrialization typically creates a new rich class and a growing middle class, both demanding new types of imported goods.

________ allows consumers to gain additional information about a product through the use of a remote control.

Interactive television

Which of the following characterizes indirect exporting?

It involves less risk and investment than other entry methods.

Why does direct-mail marketing most likely remain a popular promotional tool for marketers?

It provides something tangible for people to keep.

Which of the following is true about online direct marketing?

Online direct marketing results in speedier handling of channel and logistics functions.

_______ data in a customer database includes information regarding a customer's activities, interests, and opinions.

Psychographic

________ involves essentially using the same marketing strategy approaches and marketing mix worldwide

Standardized global marketing

How has do-not-call legislation helped direct marketers?

Telemarketers have developed opt-in calling systems.

Which of the following is a disadvantage of using blogs as a marketing tool?

The blogosphere is cluttered and difficult to control.

Which of the following characterizes U.S. companies in the past?

The home market was much safer than the foreign market.

________, text-based ads and links appear alongside search engine results on sites such as Google, Yahoo!, and Bing.

contextual advertisements

Which of the following best comprises psychographic data?

activities and interests

What is the most likely reason that direct-response television marketing has increased in recent years?

advancements in technology

What is the primary advantage of printed catalogs?

building emotional connections with customers

Store has its own mobile app that users can download for free. The app lets users know about special events, discounts, and merchandise currently available in the store. Which of the following forms of marketing is exemplified from this scenario?

catalog marketing

Gen-next Clothing has clothing stores across the U.S., and the firm also sells online directly to customers. Which of the following best describes Gen-next Clothing?

click-and-mortar company

Due to the success of the dot-coms, traditional firms that have a physical establishment are rapidly changing to ________.

click-and-mortar firms

E-tailers, such as Amazon.com and Expedia.com, that sell products and services directly to final buyers exclusively over the Internet are known as ________.

click-only companies

Sears opened up department stores in Mexico and Spain, where it found qualified local manufacturers to produce many of the products it sells. This type of joint venture is known as

contract manufacturing

A(n) ________ is designed to build customer goodwill, collect customer feedback, and supplement other sales channels rather than sell the company's products directly.

corporate Web site

, informs customers about a wide variety of services offered by the firm. It also has a guestbook where customers can provide feedback on their experiences with Oscarz Aviation. GoOscarzAv.com is an example of a(n) ________.

corporate website

Nike inadvertently offended Chinese officials when it ran an ad featuring LeBron James crushing a number of revered Chinese figures in a kung fu-themed television ad. As a result, Nike has to release a formal apology. This is an example of the impact of ________ on marketing strategy.

culture

A(n) ________ is an organized collection of comprehensive data about individual purchasers or prospects.

customer database

Which of the following major decisions should be taken by a company immediately after it decides to operate internationally?

deciding which markets to enter

Which of the following categories in the customer database includes information on customers' age, income, and birthdays?

demographic data

Demographic characteristics, geographic characteristics, economic factors, sociocultural factors, and political and legal factors all help a company ________.

determine a market's potential

In the case of ________ exporting, sellers handle their own exports.

direct

Lower costs in the form of cheaper labor or raw materials, foreign government investment incentives, freight savings, and the opportunity to improve the company image are the factors that would most likely lead a company to enter a foreign market using the market entry strategy of ________.

direct investment

1) Amazon.com, eBay, and GEICO approach customers via Web sites or mobile apps. This is an example of ________.

direct marketing

Florian Fasteners recently introduced a new line of products. In order to promote its product, it sent samples to the addresses of a few select customers. Which of the following types of marketing is evident from this example?

direct-mail marketing

Which of the following types of marketing involves marketers sending out letters, brochures, samples, and DVDs to consumers' address?

direct-mail marketing

________ community is a group of nations organized to work toward common goals in the regulation of international trade.

economic

Which of the following is an advantage of using digital catalogs?

eliminates printing and mailing costs

Industrializing economies are also known as ________ economies.

emerging

All of the following are common uses for a direct marketing customer database EXCEPT

gathering marketing intelligence about competitors

A ________ firm is one that, by operating in more than one country, gains marketing, production, research and development, and financial advantages that are not available to purely domestic competitors.

global

Which of the following is most likely essential for direct marketing to be effective?

good customer database

Which of the following is a risk associated with international trade?

highly unstable governments

Immediately after deciding which markets to enter, the company should determine ________.

how to enter the market

The two key economic factors reflecting a country's attractiveness as a market are its industrial structure and its ________.

income distribution

When entering a foreign market, companies typically start with ________, working through independent intermediaries to sell products produced in the home country. A) direct exporting

indirect exporting

A country's ________ shapes its product and service needs, income levels, and employment levels.

industrial structure

BRIC countries are examples of ________ economies.

industrializing

In a(n) ________ economy, fast growth in manufacturing results in rapid overall economic growth.

industrializing

India needs more imports of raw materials such as textiles, steel, and heavy machinery and fewer imports of finished textiles, paper products, and automobiles. In the context of industrial structures, India is most likely a(n) ________ economy.

industrializing

Which of the following terms refers to a 30-minute television advertising program that markets a single product?

informercial

Which of the following is a major form of direct-response television marketing?

interactive TV

country that is an example of an industrial economy

japan

Campbell Soup recently joined forces with Hong Kong-based Swire Pacific to form an entity called Campbell Swire—to better distribute the company's soups in China. This is an example of ________.

joint ownership

________ ventures consist of one company joining forces with foreign investors to create a local business in which they share ownership and control.

joint ownership

Which term refers to an in-store machine that allows a customer to order merchandise not carried in the store?

kiosk

In Japan, Budweiser beer flows from Kirin breweries, and Moringa Milk Company produces Sunkist fruit juice. These are examples of ________.

licensing

Through ________, an organization in the foreign market buys the right to use a company's manufacturing process, trademark, patent, trade secret, or other item of value.

licensing

Which of the following is a type of joint venturing?

licensing

Growing Green managers are currently examining the rules imposed by the WTO and the agreements made by NAFTA and the EU. In which stage of the international marketing process is Growing Green?

looking at the global marketing environment

All of the following are benefits of direct marketing for sellers EXCEPT ________.

mass reach and immediate returns

Which of the following is an economic factor that a company should consider before deciding to enter into a new country?

natural resources

The site even allows customers to individually design their own shoes and share them among their circles on the Web site. Which of the following best describes myrunnersprintz.com?

online community

Which of the following is the fastest growing form of direct-marketing?

online marketing

By using ________ to contact potential customers, marketers sell directly to consumers.

outbound telephone marketing

"I want to receive promotional offers from KelfanDesigns.com." Which of the following types of marketing is illustrated in this example?

permission-based e-mail marketing

Which of the following is a type of identity theft that uses deceptive e-mails and fraudulent Web sites to fool consumers into revealing their personal data?

phishing

All of the following are forms of direct marketing EXCEPT ________.

point-of-purchase promotion

Which of the following is an advantage of a well-designed and targeted telemarketing plan?

purchasing convenience for customers

Which of the following best describes permission-based e-mail marketing?

sending e-mail pitches only to customers who "opt-in"

Which of the following terms refers to a tax levied by a foreign government against certain imported products?

tariff

Insurance calls qualified prospects to sell insurance. Which of the following forms of marketing is evident from this example?

telemarketing

Sales executives at Keiron Air Conditioners use phone directories to call customers and convince them to buy their air conditioners. Which form of direct marketing is used here?

telemarketing