Question 1

Which of the following is not a step in formulating marketing communications strategy?

Accepted Answer

A) Assess marketing communications opportunities. 
B) Analyse the resources available for marketing communications. 
C) Assign specific marketing communication tasks and activities. 
D) Consider the possible promotions. 
A) Assess marketing communications opportunities. 
B) Analyse the resources available for marketing communications. 
C) Assign specific marketing communication tasks and activities. 
D) Consider the possible promotions.

Question 2

The main communications tools used by exporters to communicate with the foreign marketplace from their domestic base are ____________, directories, direct advertising, the internet, ________and missions, and ____________.

Accepted Answer

A) magazines; trade fairs; personal selling 
B) trade journals; trade fairs; personal selling 
C) magazines; trade fairs; sponsorship 
D) public relations; trade fairs; personal selling 
A) magazines; trade fairs; personal selling 
B) trade journals; trade fairs; personal selling 
C) magazines; trade fairs; sponsorship 
D) public relations; trade fairs; personal selling

Question 3

The choice between media vehicles and the development of a media schedule is formed on the basis of target audience characteristics, campaign objectives and media availability.

Accepted Answer

A) True 
 B)False

Question 4

Whatever the goal of the communication process, the sender needs to study receiver characteristics before encoding the message in order to achieve maximum impact.

Accepted Answer

A) True 
 B)False

Question 5

Cisco Systems' Networking Academy is an example of how a marketer can link philanthropic strategy, its competitive advantage and broader social good.To address a chronic deficit in IT job applicants, the company created the Network Academy concept to contribute networking equipment to schools.This is an example of:

Accepted Answer

A) corporate marketing. 
B) cause-related marketing. 
C) international marketing. 
D) network marketing. 
A) corporate marketing. 
B) cause-related marketing. 
C) international marketing. 
D) network marketing.

Question 6

Nothing is more essential to the planning of international marketing communications campaigns than the establishment of clearly defined, measurable:

Accepted Answer

A) objectives. 
B) strategies. 
C) budgets. 
D) costs. 
A) objectives. 
B) strategies. 
C) budgets. 
D) costs.

Question 7

An important aspect of research is to determine multimarket target audience _____________.If such exist, pan-regional or global campaigns can be attempted.

Accepted Answer

A) differences 
B) similarities 
C) characteristics 
D) income 
A) differences 
B) similarities 
C) characteristics 
D) income

Question 8

The advertising effectiveness measures most used include:

Accepted Answer

A) sales, awareness and recall. 
B) expert testimony. 
C) profitability, coupon return and medium. 
D) customer feedback. 
A) sales, awareness and recall. 
B) expert testimony. 
C) profitability, coupon return and medium. 
D) customer feedback.

Question 9

There is agreement on the effectiveness of product placement in movies for creating brand awareness.

Accepted Answer

A) True 
 B)False

Question 10

Effective communication is particularly important in international marketing because of the geological and psychological distances that separate a firm from its intermediaries.

Accepted Answer

A) True 
 B)False

Question 11

______________ of (advertising)decision-making authority is now the trend, including those concerning the creative product.

Accepted Answer

A) Centralisation 
B) Marketisation 
C) Localisation 
D) Decentralisation 
A) Centralisation 
B) Marketisation 
C) Localisation 
D) Decentralisation

Question 12

Public relations is the marketing communications function charged with executing programs to earn public understanding and acceptance.It has two forms: external and proactive.

Accepted Answer

A) True 
 B)False

Question 13

The planning for promotional campaigns consists of seven stages.Which of the following is not one of the stages?

Accepted Answer

A) Determine the geographical market. 
B) Determine specific campaign objectives. 
C) Determine the message. 
D) Determine campaign effectiveness. 
A) Determine the geographical market. 
B) Determine specific campaign objectives. 
C) Determine the message. 
D) Determine campaign effectiveness.

Question 14

The international marketer should be most alert to __________.For instance, while eye contact in North America and Europe may be direct, the cultural style of the Japanese may involve markedly less eye contact

Accepted Answer

A) language differences 
B) cultural noise 
C) proxemics 
D) paralanguage 
A) language differences 
B) cultural noise 
C) proxemics 
D) paralanguage

Question 15

Which of the following is not one of the recommended traits of a crisis management policy?

Accepted Answer

A) Openness about corporate activities 
B) Keeping issues and answers internally located 
C) Integrity 
D) Clear communication 
A) Openness about corporate activities 
B) Keeping issues and answers internally located 
C) Integrity 
D) Clear communication

Question 16

Promotional tools should be spontaneous according to target market and product characteristics, the size of the promotional budget, the type and length of international involvement, and control considerations.

Accepted Answer

A) True 
 B)False

Question 17

Planning promotional campaigns consists of:

Accepted Answer

A) seven stages, including determining the message. 
B) six stages, including determining target audience size. 
C) six stages, including determining media strategy. 
D) nine stages, including control decisions. 
A) seven stages, including determining the message. 
B) six stages, including determining target audience size. 
C) six stages, including determining media strategy. 
D) nine stages, including control decisions.

Question 18

An increasing number of companies are engaging in corporate image advertising.

Accepted Answer

A) True 
 B)False

Question 19

In selecting the appropriate media, a strategist will need, ideally, data on media distribution, audiences and advertising exposure.

Accepted Answer

A) True 
 B)False

Question 20

The first step in formulating marketing communications strategy is to assess marketing communications opportunities.

Accepted Answer

A) True 
 B)False

Which of the following is not a step in formulating marketing communications strategy?

The main communications tools used by exporters to communicate with the foreign marketplace from their domestic base are , directories, direct advertising, the internet, and missions, and .

The choice between media vehicles and the development of a media schedule is formed on the basis of target audience characteristics, campaign objectives and media availability.

Whatever the goal of the communication process, the sender needs to study receiver characteristics before encoding the message in order to achieve maximum impact.

Nothing is more essential to the planning of international marketing communications campaigns than the establishment of clearly defined, measurable:

An important aspect of research is to determine multimarket target audience _____________.If such exist, pan-regional or global campaigns can be attempted.

The advertising effectiveness measures most used include:

There is agreement on the effectiveness of product placement in movies for creating brand awareness.

Effective communication is particularly important in international marketing because of the geological and psychological distances that separate a firm from its intermediaries.

______________ of (advertising)decision-making authority is now the trend, including those concerning the creative product.

Public relations is the marketing communications function charged with executing programs to earn public understanding and acceptance.It has two forms: external and proactive.

The planning for promotional campaigns consists of seven stages.Which of the following is not one of the stages?

The international marketer should be most alert to __________.For instance, while eye contact in North America and Europe may be direct, the cultural style of the Japanese may involve markedly less eye contact

Which of the following is not one of the recommended traits of a crisis management policy?

Promotional tools should be spontaneous according to target market and product characteristics, the size of the promotional budget, the type and length of international involvement, and control considerations.

Planning promotional campaigns consists of:

An increasing number of companies are engaging in corporate image advertising.

In selecting the appropriate media, a strategist will need, ideally, data on media distribution, audiences and advertising exposure.

The first step in formulating marketing communications strategy is to assess marketing communications opportunities.

Introduction to international marketing

The economic environment

Trade institutions and trade policy

The political and legal environment

The cultural environment

Building the knowledge base

Foreign market entry

Channels of distribution and logistics

Product policy and adaptation in international markets

Product and brand management in international markets

Services marketing

Pricing in international markets

Social Networking and Communications

Filters

Exam 13: International marketing communications

Which of the following is not a step in formulating marketing communications strategy?

The main communications tools used by exporters to communicate with the foreign marketplace from their domestic base are ____________, directories, direct advertising, the internet, ________and missions, and ____________.

The choice between media vehicles and the development of a media schedule is formed on the basis of target audience characteristics, campaign objectives and media availability.

Whatever the goal of the communication process, the sender needs to study receiver characteristics before encoding the message in order to achieve maximum impact.

Nothing is more essential to the planning of international marketing communications campaigns than the establishment of clearly defined, measurable:

An important aspect of research is to determine multimarket target audience _____________.If such exist, pan-regional or global campaigns can be attempted.

The advertising effectiveness measures most used include:

There is agreement on the effectiveness of product placement in movies for creating brand awareness.

Effective communication is particularly important in international marketing because of the geological and psychological distances that separate a firm from its intermediaries.

______________ of (advertising)decision-making authority is now the trend, including those concerning the creative product.

Public relations is the marketing communications function charged with executing programs to earn public understanding and acceptance.It has two forms: external and proactive.

The planning for promotional campaigns consists of seven stages.Which of the following is not one of the stages?

The international marketer should be most alert to __________.For instance, while eye contact in North America and Europe may be direct, the cultural style of the Japanese may involve markedly less eye contact

Which of the following is not one of the recommended traits of a crisis management policy?

Promotional tools should be spontaneous according to target market and product characteristics, the size of the promotional budget, the type and length of international involvement, and control considerations.

Planning promotional campaigns consists of:

An increasing number of companies are engaging in corporate image advertising.

In selecting the appropriate media, a strategist will need, ideally, data on media distribution, audiences and advertising exposure.

The first step in formulating marketing communications strategy is to assess marketing communications opportunities.

Introduction to international marketing

The economic environment

Trade institutions and trade policy

The political and legal environment

The cultural environment

Building the knowledge base

Foreign market entry

Channels of distribution and logistics

Product policy and adaptation in international markets

Product and brand management in international markets

Services marketing

Pricing in international markets

Social Networking and Communications

Filters

The main communications tools used by exporters to communicate with the foreign marketplace from their domestic base are , directories, direct advertising, the internet, and missions, and .