Question 1

It can be argued that the global business revolution of the last decade is fundamentally a:

Accepted Answer

A) fluke. 
B) fad. 
C) communication revolution. 
D) success story for mercantilism. 
E) none of the above 
A) fluke. 
B) fad. 
C) communication revolution. 
D) success story for mercantilism. 
E) none of the above

Question 2

Which of the following is true regarding international advertising?

Accepted Answer

A) Advertising primarily functions outside social and cultural environments. 
B) The upwardly mobile urban middle class is unreceptive to Western values and mores. 
C) International advertising acts as integrating force across national boundaries. 
D) It always accounts for local culture. 
E) It never accounts for local culture. 
A) Advertising primarily functions outside social and cultural environments. 
B) The upwardly mobile urban middle class is unreceptive to Western values and mores. 
C) International advertising acts as integrating force across national boundaries. 
D) It always accounts for local culture. 
E) It never accounts for local culture.

Question 3

Assumptions that Harvard professor Theodore Levitt suggested in his global marketing concept included all of the following EXCEPT:

Accepted Answer

A) needs of consumers are basically alike worldwide. 
B) companies should ignore local culture and tradition whenever possible. 
C) consumers will respond to similar appeals regardless of cultural differences. 
D) companies should consider going global when appropriate. 
E) companies should consider going global if appropriate. 
A) needs of consumers are basically alike worldwide. 
B) companies should ignore local culture and tradition whenever possible. 
C) consumers will respond to similar appeals regardless of cultural differences. 
D) companies should consider going global when appropriate. 
E) companies should consider going global if appropriate.

Question 4

Describe the trends prompting American marketers to pay increasingly more attention to Hispanics and Hispanic culture.

Accepted Answer

There are several trends prompting Ameri

Question 5

As multinational companies have evolved and matured over the last 30 years, they have moved through a number of phases, the most recent of which is:

Accepted Answer

A) local emphasis in marketing strategy. 
B) moving into foreign markets. 
C) creating global messages. 
D) research-supported localization and segmentation. 
E) Internet-based global cyber-shopping. 
A) local emphasis in marketing strategy. 
B) moving into foreign markets. 
C) creating global messages. 
D) research-supported localization and segmentation. 
E) Internet-based global cyber-shopping.

Question 6

Describe the three historic primary problems affecting the media function in international advertising.

Accepted Answer

The three historic primary problems affe

Question 7

Advertising clients are increasingly demanding that agencies be able to coordinate all phases of the marketing communications programs.

Accepted Answer

A) True 
 B)False

Question 8

Describe what is meant by the term glocalization.

Accepted Answer

Glocalization is a term that refers to t

Question 9

The failure of advertising to account for ________ can lead to serious problems that may linger for years in the attitude of local consumers toward a brand.

Accepted Answer

The answer of The failure of advertising to account for...

Question 10

Which of the following is NOT true regarding the Hispanic market in the United States?

Accepted Answer

A) Hispanic market will grow by as much as one third by 2010. 
B) The increase of Hispanic population ages the overall demographic in America. 
C) Some counties in Southern states saw increases of more than 500% from 1990 to 2000. 
D) Eight counties in Texas have Hispanic populations in excess of 90%. 
E) North Carolina, Georgia, and Arkansas have the fastest-growing Hispanic populations. 
A) Hispanic market will grow by as much as one third by 2010. 
B) The increase of Hispanic population ages the overall demographic in America. 
C) Some counties in Southern states saw increases of more than 500% from 1990 to 2000. 
D) Eight counties in Texas have Hispanic populations in excess of 90%. 
E) North Carolina, Georgia, and Arkansas have the fastest-growing Hispanic populations.

Question 11

The second largest single language, by usage, on the Internet is:

Accepted Answer

A) English. 
B) Spanish. 
C) Chinese. 
D) Japanese. 
E) Russian. 
A) English. 
B) Spanish. 
C) Chinese. 
D) Japanese. 
E) Russian.

Question 12

Penetration of Internet communication is growing in every sector of the globe, with only Africa lagging in average usage rates.

Accepted Answer

A) True 
 B)False

Question 13

In the coming decade, New York will become the largest city on Earth due to increases in immigration.

Accepted Answer

A) True 
 B)False

Question 14

Many American consumers do not know or care whether a brand is made by an overseas company.

Accepted Answer

A) True 
 B)False

Question 15

According to your text, a "fairer reading" of what Harvard professor Theodore Levitt was suggesting in his global marketing concept leads to which of the following?

Accepted Answer

A) Companies should adopt a global approach whenever appropriate. 
B) Companies should ignore local culture and tradition whenever possible. 
C) Companies should be cautious about an overdependence on the value of branding and brand equity. 
D) Efficiencies of scale will only occur at a micro level. 
E) Efficiencies of scale occur only on a macro level. 
A) Companies should adopt a global approach whenever appropriate. 
B) Companies should ignore local culture and tradition whenever possible. 
C) Companies should be cautious about an overdependence on the value of branding and brand equity. 
D) Efficiencies of scale will only occur at a micro level. 
E) Efficiencies of scale occur only on a macro level.

Question 16

Which of the following is NOT a valid international marketing/advertising strategy mentioned in your text?

Accepted Answer

A) export both product and the advertising to other countries 
B) export the product but change the name 
C) keep the brand name and strategy but adapt the product, country by country 
D) adapt both the product and the advertising to each country 
E) adapt the product country by country but change the advertising strategy 
A) export both product and the advertising to other countries 
B) export the product but change the name 
C) keep the brand name and strategy but adapt the product, country by country 
D) adapt both the product and the advertising to each country 
E) adapt the product country by country but change the advertising strategy

It can be argued that the global business revolution of the last decade is fundamentally a:

Which of the following is true regarding international advertising?

Assumptions that Harvard professor Theodore Levitt suggested in his global marketing concept included all of the following EXCEPT:

Describe the trends prompting American marketers to pay increasingly more attention to Hispanics and Hispanic culture.

As multinational companies have evolved and matured over the last 30 years, they have moved through a number of phases, the most recent of which is:

Describe the three historic primary problems affecting the media function in international advertising.

Advertising clients are increasingly demanding that agencies be able to coordinate all phases of the marketing communications programs.

Describe what is meant by the term glocalization.

The failure of advertising to account for ________ can lead to serious problems that may linger for years in the attitude of local consumers toward a brand.

Which of the following is NOT true regarding the Hispanic market in the United States?

The second largest single language, by usage, on the Internet is:

Penetration of Internet communication is growing in every sector of the globe, with only Africa lagging in average usage rates.

In the coming decade, New York will become the largest city on Earth due to increases in immigration.

Many American consumers do not know or care whether a brand is made by an overseas company.

According to your text, a "fairer reading" of what Harvard professor Theodore Levitt was suggesting in his global marketing concept leads to which of the following?

Which of the following is NOT a valid international marketing/advertising strategy mentioned in your text?

Background of Todays Advertising

Roles of Advertising

Brand Planning and the Advertising Spiral

Target Marketing

The Advertising Agency, Media Services, and Other Services

The Advertisers Marketingadvertising Operation

Media Strategy

Using Television

Using Radio

Using Newspapers

Using Magazines

Out-Of-Home Advertising

Digital and Direct-Response Advertising

Sales Promotion

Research in Advertising

Creating the Message

The Total Concept: Words and Visuals

Print Production

Video and the Commercial

The Radio Commercial

Trademarks and Packaging

The Complete Campaign

Economic, Social, and Legal Effects of Advertising

Filters

Exam 23: International Advertising

It can be argued that the global business revolution of the last decade is fundamentally a:

Which of the following is true regarding international advertising?

Assumptions that Harvard professor Theodore Levitt suggested in his global marketing concept included all of the following EXCEPT:

Describe the trends prompting American marketers to pay increasingly more attention to Hispanics and Hispanic culture.

As multinational companies have evolved and matured over the last 30 years, they have moved through a number of phases, the most recent of which is:

Describe the three historic primary problems affecting the media function in international advertising.

Advertising clients are increasingly demanding that agencies be able to coordinate all phases of the marketing communications programs.

Describe what is meant by the term glocalization.

The failure of advertising to account for ________ can lead to serious problems that may linger for years in the attitude of local consumers toward a brand.

Which of the following is NOT true regarding the Hispanic market in the United States?

The second largest single language, by usage, on the Internet is:

Penetration of Internet communication is growing in every sector of the globe, with only Africa lagging in average usage rates.

In the coming decade, New York will become the largest city on Earth due to increases in immigration.

Many American consumers do not know or care whether a brand is made by an overseas company.

According to your text, a "fairer reading" of what Harvard professor Theodore Levitt was suggesting in his global marketing concept leads to which of the following?

Which of the following is NOT a valid international marketing/advertising strategy mentioned in your text?

Background of Todays Advertising

Roles of Advertising

Brand Planning and the Advertising Spiral

Target Marketing

The Advertising Agency, Media Services, and Other Services

The Advertisers Marketingadvertising Operation

Media Strategy

Using Television

Using Radio

Using Newspapers

Using Magazines

Out-Of-Home Advertising

Digital and Direct-Response Advertising

Sales Promotion

Research in Advertising

Creating the Message

The Total Concept: Words and Visuals

Print Production

Video and the Commercial

The Radio Commercial

Trademarks and Packaging

The Complete Campaign

Economic, Social, and Legal Effects of Advertising

Filters