Question 1

To formulate marketing communications strategy involves five steps, one of which is not:

Accepted Answer

A) assessing marketing communications opportunities. 
B) analysing the resources available. 
C) determining marketing communications objectives. 
D) determining the competitor's response. 
A) assessing marketing communications opportunities. 
B) analysing the resources available. 
C) determining marketing communications objectives. 
D) determining the competitor's response.

Question 2

Trade publications can be classified as _______, which cater to a particular job junction cutting across industry lines; and _______, which deal with a specific industry.

Accepted Answer

A) distinct; general 
B) general; distinct 
C) vertical; horizontal 
D) horizontal; vertical 
A) distinct; general 
B) general; distinct 
C) vertical; horizontal 
D) horizontal; vertical

Question 3

A major problem affecting promotional efforts in the European Union is that there is no uniform legal standard.

Accepted Answer

A) True 
 B)False

Question 4

Which of the following is incorrect?

Accepted Answer

A) Coca-Cola's worldwide theme 'Can't Beat the Feeling' is the equivalent of 'I Feel Coke' in Japan. 
B) Advertisers in the Arab world have sometimes found that voices in a TV commercial speak in the wrong Arabic dialect. 
C) Procter & Gamble has now moved all of its global brands under a single global agency. 
D) All of these statements are correct. 
A) Coca-Cola's worldwide theme 'Can't Beat the Feeling' is the equivalent of 'I Feel Coke' in Japan. 
B) Advertisers in the Arab world have sometimes found that voices in a TV commercial speak in the wrong Arabic dialect. 
C) Procter & Gamble has now moved all of its global brands under a single global agency. 
D) All of these statements are correct.

Question 5

Which of the following statements is incorrect?

Accepted Answer

A) Cinema advertising is important in countries such as India and Nigeria. 
B) Australia spends more money on advertising than most of the other major advertising nations combined. 
C) Other major spenders are Japan, China, Germany, the UK and Brazil. 
D) All of these choices 
A) Cinema advertising is important in countries such as India and Nigeria. 
B) Australia spends more money on advertising than most of the other major advertising nations combined. 
C) Other major spenders are Japan, China, Germany, the UK and Brazil. 
D) All of these choices

Question 6

Personal selling allows for:

Accepted Answer

A) immediate feedback on customer reaction. 
B) feedback on costs. 
C) immediate feedback on industry competitiveness. 
D) input on costs. 
A) immediate feedback on customer reaction. 
B) feedback on costs. 
C) immediate feedback on industry competitiveness. 
D) input on costs.

Question 7

Which country is not a leading location in Europe for call centres?

Accepted Answer

A) Switzerland 
B) Belgium 
C) Holland 
D) Portugal 
A) Switzerland 
B) Belgium 
C) Holland 
D) Portugal

Question 8

The marketing of industrial goods is not generally done using personal selling.

Accepted Answer

A) True 
 B)False

Question 9

The unauthorised use of an event without the permission of the event owner is known as:

Accepted Answer

A) gatecrash marketing. 
B) event gatecrashing. 
C) ambush marketing. 
D) event spear marketing. 
A) gatecrash marketing. 
B) event gatecrashing. 
C) ambush marketing. 
D) event spear marketing.

Question 10

What is the main concern about using a multinational mega-agency?

Accepted Answer

A) The agency will not be able to provide effective marketing solutions. 
B) The agency will charge fees to the buyer that exceed the original costs in the bid. 
C) There will be a conflict of interest. 
D) The agency won't be able to manage the pressure of serving an international company. 
A) The agency will not be able to provide effective marketing solutions. 
B) The agency will charge fees to the buyer that exceed the original costs in the bid. 
C) There will be a conflict of interest. 
D) The agency won't be able to manage the pressure of serving an international company.

Question 11

The following are among the reasons cited for non-participation in trade fairs, except:

Accepted Answer

A) high costs. 
B) difficulty in choosing the appropriate trade fairs for participation. 
C) the problem of coordination for larger exporters with multiple divisions. 
D) that a company reaches only a small number of sales prospects in a limited period of time. 
A) high costs. 
B) difficulty in choosing the appropriate trade fairs for participation. 
C) the problem of coordination for larger exporters with multiple divisions. 
D) that a company reaches only a small number of sales prospects in a limited period of time.

Question 12

Thirteen of the world's top 25 advertising agencies are based in the USA.

Accepted Answer

A) True 
 B)False

Question 13

Despite the economic promise of emerging markets, the development of direct marketing is constrained by negative attitudes towards Western business practices and problems with distribution networks and marketing support systems, as well as bureaucratic obstacles.

Accepted Answer

A) True 
 B)False

Question 14

Which of the following statements is incorrect?

Accepted Answer

A) The percentage of sales budgeting method is the most popular in the world. 
B) The percentage of sales budgeting method is very popular in Brazil and Hong Kong. 
C) The objective and task budgeting method is very popular is Canada. 
D) The matched competitors budgeting method is nowadays the least used budgeting method. 
A) The percentage of sales budgeting method is the most popular in the world. 
B) The percentage of sales budgeting method is very popular in Brazil and Hong Kong. 
C) The objective and task budgeting method is very popular is Canada. 
D) The matched competitors budgeting method is nowadays the least used budgeting method.

Question 15

A customer's motivation to buy depends on the diffusion of the product.

Accepted Answer

A) True 
 B)False

Question 16

_______ focus on the use of personal selling while _______ focus on mass communications tools.

Accepted Answer

A) Tug strategies; shove strategies 
B) Shove strategies; tug strategies 
C) Pull strategies; push strategies 
D) Push strategies; pull strategies 
A) Tug strategies; shove strategies 
B) Shove strategies; tug strategies 
C) Pull strategies; push strategies 
D) Push strategies; pull strategies

Question 17

The purpose of direct marketing is establish a relationship with a customer in order to:

Accepted Answer

A) reduce the likelihood of the influence of competitor advertising. 
B) help the customer understand the marketing campaign personally. 
C) initiate immediate and measurable responses. 
D) highly personalise the tools of communication. 
A) reduce the likelihood of the influence of competitor advertising. 
B) help the customer understand the marketing campaign personally. 
C) initiate immediate and measurable responses. 
D) highly personalise the tools of communication.

Question 18

The creative people must have a clear idea of the characteristics of the audience expected to be exposed to the message.Customer motivations will vary.According to the text, which of the following is not a factor?

Accepted Answer

A) The diffusion of the product or service into the market 
B) The criteria on which the customer will evaluate the product 
C) The product's positioning 
D) Market wealth and potential 
A) The diffusion of the product or service into the market 
B) The criteria on which the customer will evaluate the product 
C) The product's positioning 
D) Market wealth and potential

To formulate marketing communications strategy involves five steps, one of which is not:

Trade publications can be classified as _, which cater to a particular job junction cutting across industry lines; and _, which deal with a specific industry.

A major problem affecting promotional efforts in the European Union is that there is no uniform legal standard.

Which of the following is incorrect?

Which of the following statements is incorrect?

Personal selling allows for:

Which country is not a leading location in Europe for call centres?

The marketing of industrial goods is not generally done using personal selling.

The unauthorised use of an event without the permission of the event owner is known as:

What is the main concern about using a multinational mega-agency?

The following are among the reasons cited for non-participation in trade fairs, except:

Thirteen of the world's top 25 advertising agencies are based in the USA.

Despite the economic promise of emerging markets, the development of direct marketing is constrained by negative attitudes towards Western business practices and problems with distribution networks and marketing support systems, as well as bureaucratic obstacles.

Which of the following statements is incorrect?

A customer's motivation to buy depends on the diffusion of the product.

_ focus on the use of personal selling while _ focus on mass communications tools.

The purpose of direct marketing is establish a relationship with a customer in order to:

The creative people must have a clear idea of the characteristics of the audience expected to be exposed to the message.Customer motivations will vary.According to the text, which of the following is not a factor?

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

To formulate marketing communications strategy involves five steps, one of which is not:

Trade publications can be classified as _______, which cater to a particular job junction cutting across industry lines; and _______, which deal with a specific industry.

A major problem affecting promotional efforts in the European Union is that there is no uniform legal standard.

Which of the following is incorrect?

Which of the following statements is incorrect?

Personal selling allows for:

Which country is not a leading location in Europe for call centres?

The marketing of industrial goods is not generally done using personal selling.

The unauthorised use of an event without the permission of the event owner is known as:

What is the main concern about using a multinational mega-agency?

The following are among the reasons cited for non-participation in trade fairs, except:

Thirteen of the world's top 25 advertising agencies are based in the USA.

Despite the economic promise of emerging markets, the development of direct marketing is constrained by negative attitudes towards Western business practices and problems with distribution networks and marketing support systems, as well as bureaucratic obstacles.

Which of the following statements is incorrect?

A customer's motivation to buy depends on the diffusion of the product.

_______ focus on the use of personal selling while _______ focus on mass communications tools.

The purpose of direct marketing is establish a relationship with a customer in order to:

The creative people must have a clear idea of the characteristics of the audience expected to be exposed to the message.Customer motivations will vary.According to the text, which of the following is not a factor?

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

Trade publications can be classified as _, which cater to a particular job junction cutting across industry lines; and _, which deal with a specific industry.

_ focus on the use of personal selling while _ focus on mass communications tools.