Question 1

Which of the following statements is FALSE?

Accepted Answer

A) In high context cultures communications should state the obvious rather than imply it 
B) Major constraints in international marketing communication include language difficulty, marketing acceptability and media availability 
C) In low context cultures the written word is more important than the social context that surrounds a communication 
D) Translation of words from one language to another does not guarantee that the same message is being communicated 
E) To minimise the impact of culture on international marketing communication it is necessary to establish a common frame of reference 
A) In high context cultures communications should state the obvious rather than imply it 
B) Major constraints in international marketing communication include language difficulty, marketing acceptability and media availability 
C) In low context cultures the written word is more important than the social context that surrounds a communication 
D) Translation of words from one language to another does not guarantee that the same message is being communicated 
E) To minimise the impact of culture on international marketing communication it is necessary to establish a common frame of reference A

Question 2

A standardised global communications strategy is most likely to succeed with products like luxury goods due to the similar nature of customers worldwide.

Accepted Answer

A) True 
 B)False  True

Question 3

The three major elements of the communication process are:

Accepted Answer

A) Sender, receiver, feedback 
B) Sender, medium, receiver 
C) Sender, encoding, receiver 
D) Encoding, decoding, feedback 
E) Sender, medium, encoding 
A) Sender, receiver, feedback 
B) Sender, medium, receiver 
C) Sender, encoding, receiver 
D) Encoding, decoding, feedback 
E) Sender, medium, encoding B

Question 4

Although organisers of trade shows can promise an audience and have a publicity campaign to attract one, it is often desirable for the exporting firm to supplement this with its own campaign. This campaign could include:

Accepted Answer

A) Advertising in the trade catalogue 
B) Conducting a technical seminar 
C) Publicising a competition in advance, where entry to the competition requires a visit to the firm's stand at the trade show 
D) Sponsoring a trade show dinner or cocktail party 
E) All of the above 
A) Advertising in the trade catalogue 
B) Conducting a technical seminar 
C) Publicising a competition in advance, where entry to the competition requires a visit to the firm's stand at the trade show 
D) Sponsoring a trade show dinner or cocktail party 
E) All of the above

Question 5

The four elements in the promotional mix are:

Accepted Answer

A) Advertising, direct marketing, personal selling, publicity 
B) Advertising, public relations, personal selling, sales promotion 
C) Broadcast media, print, cinema, outdoor 
D) Television, radio, print, cinema 
E) Advertising, point-of-sale, public relations, personal selling 
A) Advertising, direct marketing, personal selling, publicity 
B) Advertising, public relations, personal selling, sales promotion 
C) Broadcast media, print, cinema, outdoor 
D) Television, radio, print, cinema 
E) Advertising, point-of-sale, public relations, personal selling

Question 6

Explain how the marketing communication strategy for an industrial product marketed internationally would differ from that of a consumer good.

Accepted Answer

Industrial products are often sold in B2

Question 7

As it is for domestic consumers, the first step in the international consumer's decision-making process is 'information search'.

Accepted Answer

A) True 
 B)False

Question 8

In crisis situations the best type of promotional approach to take is to increase the use of advertising in order to get the firm's point of view across to the public.

Accepted Answer

A) True 
 B)False

Question 9

The use of different media varies from country to country due environmental factors such as cultural preference, media availability and stage of economic development.

Accepted Answer

A) True 
 B)False

Question 10

Colour is one type of visual symbol that has consistency across different cultural contexts.

Accepted Answer

A) True 
 B)False

Question 11

Explain the value of different types of trade show for the purposes of promoting products and services in the international arena.

Accepted Answer

Trade shows range from small rural fetes

Question 12

If an international marketer wanted to portray their brand as pure and reliable, which of the following colours is most likely to create that image in China?

Accepted Answer

A) Red 
B) White 
C) Purple 
D) Green 
E) Yellow 
A) Red 
B) White 
C) Purple 
D) Green 
E) Yellow

Question 13

Television is a major international media option. Which of the following elements of television is regarded as its major disadvantage?

Accepted Answer

A) International audience reach, but only through satellites 
B) Cost 
C) Sensory effects 
D) Source of opinion 
E) National and regional audience reach 
A) International audience reach, but only through satellites 
B) Cost 
C) Sensory effects 
D) Source of opinion 
E) National and regional audience reach

Question 14

As globalisation increases the country of origin effect is likely to become more important as a source of differentiation and positioning.

Accepted Answer

A) True 
 B)False

Question 15

Country of origin can provide consumers with a tangible cue for evaluating a product. Discuss the country of origin stereotypes and their effects on potential customers, providing examples to support your views.

Accepted Answer

The country of origin originally referre

Question 16

The 'sender' of a promotional message can be a product brand or a company, or a combination of both.

Accepted Answer

A) True 
 B)False

Question 17

Distortion or noise in the communication process can occur due to:

Accepted Answer

A) Poor quality reproduction of messages 
B) Degree to which receivers are receptive to the message 
C) Appropriateness of the medium 
D) Competitor messages 
E) All of the above 
A) Poor quality reproduction of messages 
B) Degree to which receivers are receptive to the message 
C) Appropriateness of the medium 
D) Competitor messages 
E) All of the above

Question 18

International marketing communications should not only take the target country's needs into consideration but should also ensure that the message is appropriate to adjacent countries particularly in Europe.

Accepted Answer

A) True 
 B)False

Question 19

A key objective of general trade shows is:

Accepted Answer

A) To promote a focussed range of products for a given industry 
B) To develop distribution channels in the overseas market 
C) To create awareness of the range of products a country wishes to promote in an overseas market 
D) To make contacts in the foreign market 
E) All of the above 
A) To promote a focussed range of products for a given industry 
B) To develop distribution channels in the overseas market 
C) To create awareness of the range of products a country wishes to promote in an overseas market 
D) To make contacts in the foreign market 
E) All of the above

Question 20

In the management of promotional communication, problems to be solved include:

Accepted Answer

A) Copy strategy 
B) Brand awareness 
C) Availability of media 
D) Buyer habits 
E) All of the above 
A) Copy strategy 
B) Brand awareness 
C) Availability of media 
D) Buyer habits 
E) All of the above

Which of the following statements is FALSE?

A standardised global communications strategy is most likely to succeed with products like luxury goods due to the similar nature of customers worldwide.

The three major elements of the communication process are:

Although organisers of trade shows can promise an audience and have a publicity campaign to attract one, it is often desirable for the exporting firm to supplement this with its own campaign. This campaign could include:

The four elements in the promotional mix are:

Explain how the marketing communication strategy for an industrial product marketed internationally would differ from that of a consumer good.

As it is for domestic consumers, the first step in the international consumer's decision-making process is 'information search'.

In crisis situations the best type of promotional approach to take is to increase the use of advertising in order to get the firm's point of view across to the public.

The use of different media varies from country to country due environmental factors such as cultural preference, media availability and stage of economic development.

Colour is one type of visual symbol that has consistency across different cultural contexts.

Explain the value of different types of trade show for the purposes of promoting products and services in the international arena.

If an international marketer wanted to portray their brand as pure and reliable, which of the following colours is most likely to create that image in China?

Television is a major international media option. Which of the following elements of television is regarded as its major disadvantage?

As globalisation increases the country of origin effect is likely to become more important as a source of differentiation and positioning.

Country of origin can provide consumers with a tangible cue for evaluating a product. Discuss the country of origin stereotypes and their effects on potential customers, providing examples to support your views.

The 'sender' of a promotional message can be a product brand or a company, or a combination of both.

Distortion or noise in the communication process can occur due to:

International marketing communications should not only take the target country's needs into consideration but should also ensure that the message is appropriate to adjacent countries particularly in Europe.

A key objective of general trade shows is:

In the management of promotional communication, problems to be solved include:

Rationale for International Marketing

Avoiding the Pitfalls of the International Political and Legal Environment

Catering for the Social and Cultural Environment of International Marketing

Technology Change and International Marketing

Contemporary Environmental Variables in International Marketing

Research in International Markets

International Market Selection and Entry

International Competitive Strategy

Internationalization, Relationships and Networks

Globalization

Planning for Effective International Marketing

Modifying Products for International Markets

International Pricing for Profit

Effective International Distribution

Marketing Services and Projects Overseas

International Marketing in the Decade Ahead

Filters

Exam 15: Promotion in International Marketing

Which of the following statements is FALSE?

A standardised global communications strategy is most likely to succeed with products like luxury goods due to the similar nature of customers worldwide.

The three major elements of the communication process are:

Although organisers of trade shows can promise an audience and have a publicity campaign to attract one, it is often desirable for the exporting firm to supplement this with its own campaign. This campaign could include:

The four elements in the promotional mix are:

Explain how the marketing communication strategy for an industrial product marketed internationally would differ from that of a consumer good.

As it is for domestic consumers, the first step in the international consumer's decision-making process is 'information search'.

In crisis situations the best type of promotional approach to take is to increase the use of advertising in order to get the firm's point of view across to the public.

The use of different media varies from country to country due environmental factors such as cultural preference, media availability and stage of economic development.

Colour is one type of visual symbol that has consistency across different cultural contexts.

Explain the value of different types of trade show for the purposes of promoting products and services in the international arena.

If an international marketer wanted to portray their brand as pure and reliable, which of the following colours is most likely to create that image in China?

Television is a major international media option. Which of the following elements of television is regarded as its major disadvantage?

As globalisation increases the country of origin effect is likely to become more important as a source of differentiation and positioning.

Country of origin can provide consumers with a tangible cue for evaluating a product. Discuss the country of origin stereotypes and their effects on potential customers, providing examples to support your views.

The 'sender' of a promotional message can be a product brand or a company, or a combination of both.

Distortion or noise in the communication process can occur due to:

International marketing communications should not only take the target country's needs into consideration but should also ensure that the message is appropriate to adjacent countries particularly in Europe.

A key objective of general trade shows is:

In the management of promotional communication, problems to be solved include:

Rationale for International Marketing

Avoiding the Pitfalls of the International Political and Legal Environment

Catering for the Social and Cultural Environment of International Marketing

Technology Change and International Marketing

Contemporary Environmental Variables in International Marketing

Research in International Markets

International Market Selection and Entry

International Competitive Strategy

Internationalization, Relationships and Networks

Globalization

Planning for Effective International Marketing

Modifying Products for International Markets

International Pricing for Profit

Effective International Distribution

Marketing Services and Projects Overseas

International Marketing in the Decade Ahead

Filters