Question 1

P&G's Safeguard brand reflects the type of product most likely to be categorized as _____________ by the RIO analysis.

Accepted Answer

A)  master 
B)  global 
C)  glocal 
D)  prestige 
A)  master 
B)  global 
C)  glocal 
D)  prestige

Question 2

The metrics found in a social computing tool kit include __________________________.

Accepted Answer

A)  reach and frequency 
B)  conversion rates and cost per sale 
C)  total audience size 
D)  gross rating points 
A)  reach and frequency 
B)  conversion rates and cost per sale 
C)  total audience size 
D)  gross rating points

Question 3

The landscape for advertising regulations is broken up not only by national and local authorities,but sometimes even by advertising medium.

Accepted Answer

A) True 
 B)False

Question 4

Marketing consumer services is generally more effective when advertising is standardized.

Accepted Answer

A) True 
 B)False

Question 5

The regulatory bodies that monitor and control advertising have been established to serve all of these functions except ___________.

Accepted Answer

A)  harmonize global product specifications 
B)  respond to public complaints 
C)  ensure that claims made by advertisers are accurate 
D)  ascertain that products advertised are legal 
A)  harmonize global product specifications 
B)  respond to public complaints 
C)  ensure that claims made by advertisers are accurate 
D)  ascertain that products advertised are legal

Question 6

One reason for Coke's successful pursuit of global markets has been its consistent relationship with a single advertising
agency.

Accepted Answer

A) True 
 B)False

Question 7

An example of a superbrand would be ________________________.

Accepted Answer

A)  Nestle 
B)  Sony 
C)  Gillette 
D)  Mercedes 
A)  Nestle 
B)  Sony 
C)  Gillette 
D)  Mercedes

Question 8

Golda's new job as marketing manager for Bay Finance SA is presenting her with many global marketing challenges.Her successes in standardizing global advertising led her former employer,a maker of prestige kitchen equipment,to achieve significant cost savings and increased global brand awareness.This same strategy has not succeeded in translating Bay Finance's brand across international markets.Why not?

Accepted Answer

A)  Banking is not a service that can be successfully managed across international borders. 
B)  Banking is an industry which would be most likely to reflect master brands. 
C)  Financial services do not lend themselves to global markets. 
D)  Services are client-based and must conform to local cultural and social norms. 
A)  Banking is not a service that can be successfully managed across international borders. 
B)  Banking is an industry which would be most likely to reflect master brands. 
C)  Financial services do not lend themselves to global markets. 
D)  Services are client-based and must conform to local cultural and social norms.

Question 9

The higher the display value of a category,the more likely it is for brands within that category to localize.

Accepted Answer

A) True 
 B)False

Question 10

Cost-effectiveness,market knowledge and superior creative work are some of the advantages associated with ____________________________.

Accepted Answer

A)  doing business in a single global market 
B)  in-house development of global campaigns 
C)  the use of the Internet for global marketing campaigns 
D)  the use of advertising agencies for global marketing. 
A)  doing business in a single global market 
B)  in-house development of global campaigns 
C)  the use of the Internet for global marketing campaigns 
D)  the use of advertising agencies for global marketing.

Question 11

According to Marieke De Mooij,the advertising styles found in both France and Japan share the importance of ________________.

Accepted Answer

A)  humor 
B)  sensuality 
C)  symbolism 
D)  logic 
A)  humor 
B)  sensuality 
C)  symbolism 
D)  logic

Question 12

Most global advertisers prefer to hire local ad agencies for each market they enter.

Accepted Answer

A) True 
 B)False

Question 13

Samsung's significant gains in market shares and global brand value resulted from _______________________.

Accepted Answer

A)  a significant increase in global advertising expenditures for each of its markets 
B)  reallocation of advertising budgets among global markets 
C)  a reapportionment of global media that focused exclusively on the Internet 
D)  reducing the number of product categories advertised 
A)  a significant increase in global advertising expenditures for each of its markets 
B)  reallocation of advertising budgets among global markets 
C)  a reapportionment of global media that focused exclusively on the Internet 
D)  reducing the number of product categories advertised

Question 14

Identifying key decision makers,understanding the means by which decision making data is collected,and utilizing the Internet for promotional features as well as data distribution are three important elements in _______________________.

Accepted Answer

A)  standardizing a global brand strategy 
B)  selecting a global brand strategy 
C)  developing communications for master brands 
D)  designing B2B communications for global markets 
A)  standardizing a global brand strategy 
B)  selecting a global brand strategy 
C)  developing communications for master brands 
D)  designing B2B communications for global markets

Question 15

Advertising in China is most likely to reflect _______________________.

Accepted Answer

A)  theatrics 
B)  emotional appeals 
C)  an emphasis on quality 
D)  logical argument 
A)  theatrics 
B)  emotional appeals 
C)  an emphasis on quality 
D)  logical argument

Question 16

Carlsburg's marketing success is founded upon maintaining consistent,unchanging marketing strategies and tactics for each of its strategic objectives,including building brand awareness,seeking loyalty,and gaining greater visibility.

Accepted Answer

A) True 
 B)False

P&G's Safeguard brand reflects the type of product most likely to be categorized as _____________ by the RIO analysis.

The metrics found in a social computing tool kit include __________________________.

The landscape for advertising regulations is broken up not only by national and local authorities,but sometimes even by advertising medium.

Marketing consumer services is generally more effective when advertising is standardized.

The regulatory bodies that monitor and control advertising have been established to serve all of these functions except ___________.

One reason for Coke's successful pursuit of global markets has been its consistent relationship with a single advertising agency.

An example of a superbrand would be ________________________.

The higher the display value of a category,the more likely it is for brands within that category to localize.

Cost-effectiveness,market knowledge and superior creative work are some of the advantages associated with ____________________________.

According to Marieke De Mooij,the advertising styles found in both France and Japan share the importance of ________________.

Most global advertisers prefer to hire local ad agencies for each market they enter.

Samsung's significant gains in market shares and global brand value resulted from _______________________.

Identifying key decision makers,understanding the means by which decision making data is collected,and utilizing the Internet for promotional features as well as data distribution are three important elements in _______________________.

Advertising in China is most likely to reflect _______________________.

Carlsburg's marketing success is founded upon maintaining consistent,unchanging marketing strategies and tactics for each of its strategic objectives,including building brand awareness,seeking loyalty,and gaining greater visibility.

Understanding Global Markets and Marketing

Assessing the Global Marketing Environmentthe Global Economy and Technology

Evaluating Cultural and Social Environments

Analyzing Political and Legal Environments

Integrating Global, Regional, and National Markets

Conducting Marketing Research

Selecting International Markets

Entering Global Markets

Segmenting, Targeting, and Positioning for Global Markets

Developing Global Products and Brands

Setting Global Prices

Global Placement and Distribution Channels

Using Social Media for Global Marketing

Designing and Controlling Global Marketing Systems

Defining Ethics and Corporate Social Responsibility in the International Marketplace

Filters

Exam 13: Launching Global Communication and Advertising

P&G's Safeguard brand reflects the type of product most likely to be categorized as _____________ by the RIO analysis.

The metrics found in a social computing tool kit include __________________________.

The landscape for advertising regulations is broken up not only by national and local authorities,but sometimes even by advertising medium.

Marketing consumer services is generally more effective when advertising is standardized.

The regulatory bodies that monitor and control advertising have been established to serve all of these functions except ___________.

One reason for Coke's successful pursuit of global markets has been its consistent relationship with a single advertising agency.

An example of a superbrand would be ________________________.

The higher the display value of a category,the more likely it is for brands within that category to localize.

Cost-effectiveness,market knowledge and superior creative work are some of the advantages associated with ____________________________.

According to Marieke De Mooij,the advertising styles found in both France and Japan share the importance of ________________.

Most global advertisers prefer to hire local ad agencies for each market they enter.

Samsung's significant gains in market shares and global brand value resulted from _______________________.

Identifying key decision makers,understanding the means by which decision making data is collected,and utilizing the Internet for promotional features as well as data distribution are three important elements in _______________________.

Advertising in China is most likely to reflect _______________________.

Carlsburg's marketing success is founded upon maintaining consistent,unchanging marketing strategies and tactics for each of its strategic objectives,including building brand awareness,seeking loyalty,and gaining greater visibility.

Understanding Global Markets and Marketing

Assessing the Global Marketing Environmentthe Global Economy and Technology

Evaluating Cultural and Social Environments

Analyzing Political and Legal Environments

Integrating Global, Regional, and National Markets

Conducting Marketing Research

Selecting International Markets

Entering Global Markets

Segmenting, Targeting, and Positioning for Global Markets

Developing Global Products and Brands

Setting Global Prices

Global Placement and Distribution Channels

Using Social Media for Global Marketing

Designing and Controlling Global Marketing Systems

Defining Ethics and Corporate Social Responsibility in the International Marketplace

Filters