Question 1

Which of the following is an argument in favor of the participation of exporters in a trade show?

Accepted Answer

A)  Due to the availability of resources, there is no difficulty in choosing the appropriate trade fairs for participation. 
B)  The low costs associated with trade shows enable exporters to reach a sizable number of sales prospects in a brief time period. 
C)  There is a constant level of coordination among larger exporters with multiple divisions. 
D)  The opportunity to find an intermediary may be one of the best reasons to attend a trade show. 
A)  Due to the availability of resources, there is no difficulty in choosing the appropriate trade fairs for participation. 
B)  The low costs associated with trade shows enable exporters to reach a sizable number of sales prospects in a brief time period. 
C)  There is a constant level of coordination among larger exporters with multiple divisions. 
D)  The opportunity to find an intermediary may be one of the best reasons to attend a trade show.

Question 2

_____ is an umbrella campaign to boost the image of lesser-known product lines or make the company itself be understood correctly or perceived more positively.

Accepted Answer

A)  Personal selling 
B)  Market segmentation 
C)  Corporate image advertising 
D)  Undifferentiated marketing 
A)  Personal selling 
B)  Market segmentation 
C)  Corporate image advertising 
D)  Undifferentiated marketing

Question 3

The authorized use of an event with the permission of the event owner is called ambush marketing.

Accepted Answer

A) True 
 B)False

Question 4

Which of the following is a reason for nonparticipation in trade shows?

Accepted Answer

A)  It is difficult for the firm to choose the appropriate trade fairs for participation. 
B)  Exporters are able to reach a sizable number of sales prospects but over an extensive time period. 
C)  Exporters are able to reach a sizable number of sales prospects but at very high costs per contact. 
D)  They are an expensive way of obtaining evaluative data on the effectiveness of a promotional campaign. 
A)  It is difficult for the firm to choose the appropriate trade fairs for participation. 
B)  Exporters are able to reach a sizable number of sales prospects but over an extensive time period. 
C)  Exporters are able to reach a sizable number of sales prospects but at very high costs per contact. 
D)  They are an expensive way of obtaining evaluative data on the effectiveness of a promotional campaign.

Question 5

Advertising budgets should be set on a market-by-market basis.

Accepted Answer

A) True 
 B)False

Question 6

What is the purpose of direct marketing?

Accepted Answer

A)  To use an event without the permission of the event owner 
B)  To establish a relationship with a customer in order to initiate immediate and measurable responses 
C)  To give the exporter's product local flavor and increase the overall promotional budget for the product 
D)  To be prepared to utilize the tremendous power of the multinational corporation in a responsible manner and, in the case of pressure, to counter criticisms swiftly 
A)  To use an event without the permission of the event owner 
B)  To establish a relationship with a customer in order to initiate immediate and measurable responses 
C)  To give the exporter's product local flavor and increase the overall promotional budget for the product 
D)  To be prepared to utilize the tremendous power of the multinational corporation in a responsible manner and, in the case of pressure, to counter criticisms swiftly

Question 7

The ideal situation in developing a message strategy is to have a _____,which refers to a product that is manufactured,packaged,and positioned the same globally.

Accepted Answer

A)  world brand 
B)  product class 
C)  brand mark 
D)  product family 
A)  world brand 
B)  product class 
C)  brand mark 
D)  product family

Question 8

_____ is a form of communication where consumers can find or initiate topics of interest on the Web and engage in online discussions using bulletin boards,blogs,podcasts,and Web sites.

Accepted Answer

A)  CPM 
B)  CRM 
C)  CGM 
D)  CAD 
A)  CPM 
B)  CRM 
C)  CGM 
D)  CAD

Question 9

_____ marketing involves the marketer's investment in events or causes and is specially directed for the most part at sports events and cultural events.

Accepted Answer

A)  Ambush 
B)  Custom 
C)  Sponsorship 
D)  Channel 
A)  Ambush 
B)  Custom 
C)  Sponsorship 
D)  Channel

Question 10

The reason behind using global advertising for global marketing is that significant cost savings can be realized through a single worldwide ad campaign.

Accepted Answer

A) True 
 B)False

Question 11

Explain the significance of local campaign objectives.

Accepted Answer

The objectives that are set at the local

Question 12

Developing the promotional message is referred to as _____.

Accepted Answer

A)  ambush marketing 
B)  creative strategy 
C)  sales promotion 
D)  cooperative advertising 
A)  ambush marketing 
B)  creative strategy 
C)  sales promotion 
D)  cooperative advertising

Question 13

SnackTime Inc.,a manufacturer of snacks,was the official sponsor of a cultural event conducted in Tampa,Florida.During the course of the event,it was noticed that other local snack competitors had placed their stalls outside the venue,selling their snacks and soft drinks.What kind of marketing is being demonstrated by SnackTime's competitors?

Accepted Answer

A)  Cause-related marketing 
B)  Piggyback marketing 
C)  Ambush marketing 
D)  Channel marketing 
A)  Cause-related marketing 
B)  Piggyback marketing 
C)  Ambush marketing 
D)  Channel marketing

Question 14

The success of the communications effort can be analyzed by observing feedback.

Accepted Answer

A) True 
 B)False

Question 15

Trade fairs provide an excellent chance for market research and collecting competitive intelligence.

Accepted Answer

A) True 
 B)False

Question 16

The major problems affecting global promotional efforts involve conflicting national regulations.

Accepted Answer

A) True 
 B)False

Question 17

_____ involves direct relations between the seller and the prospective buyer or customer.

Accepted Answer

A)  Advertising 
B)  Personal selling 
C)  Sales promotion 
D)  Publicity 
A)  Advertising 
B)  Personal selling 
C)  Sales promotion 
D)  Publicity

Question 18

For sales promotion to be effective,the campaign planned by manufacturers must gain the support of the local retailer population.

Accepted Answer

A) True 
 B)False

Question 19

Centralization involves relaxing most of the controls over foreign affiliates and allowing them to pursue their own promotional approaches.

Accepted Answer

A) True 
 B)False

Question 20

A media strategist would need data on all of the following EXCEPT _____.

Accepted Answer

A)  media audiences 
B)  product placement 
C)  advertising exposure 
D)  media distribution 
A)  media audiences 
B)  product placement 
C)  advertising exposure 
D)  media distribution

Which of the following is an argument in favor of the participation of exporters in a trade show?

_____ is an umbrella campaign to boost the image of lesser-known product lines or make the company itself be understood correctly or perceived more positively.

The authorized use of an event with the permission of the event owner is called ambush marketing.

Which of the following is a reason for nonparticipation in trade shows?

Advertising budgets should be set on a market-by-market basis.

What is the purpose of direct marketing?

The ideal situation in developing a message strategy is to have a _____,which refers to a product that is manufactured,packaged,and positioned the same globally.

_____ is a form of communication where consumers can find or initiate topics of interest on the Web and engage in online discussions using bulletin boards,blogs,podcasts,and Web sites.

_____ marketing involves the marketer's investment in events or causes and is specially directed for the most part at sports events and cultural events.

The reason behind using global advertising for global marketing is that significant cost savings can be realized through a single worldwide ad campaign.

Explain the significance of local campaign objectives.

Developing the promotional message is referred to as _____.

The success of the communications effort can be analyzed by observing feedback.

Trade fairs provide an excellent chance for market research and collecting competitive intelligence.

The major problems affecting global promotional efforts involve conflicting national regulations.

_____ involves direct relations between the seller and the prospective buyer or customer.

For sales promotion to be effective,the campaign planned by manufacturers must gain the support of the local retailer population.

Centralization involves relaxing most of the controls over foreign affiliates and allowing them to pursue their own promotional approaches.

A media strategist would need data on all of the following EXCEPT _____.

Global Environmental Drivers

International Trade Frameworks and Policy

The Role of Culture

The Economic Environment

The Political and Legal Environment

Consumer,Industrial,and Government Markets

Strategic Planning

Analyzing People and Markets

Market Entry and Expansion

Marketing Organization,Implementation,and Control

Product Management and Global Brands

Global Marketing of Services

Pricing Strategies and Tactics

Global Distribution and Logistics

Social Networks and Communication

Leadership,Corporate Social Responsibility,and Sustainability

New Directions and Challenges

Filters

Exam 13: Advertising,Promotion,and Sales

Which of the following is an argument in favor of the participation of exporters in a trade show?

_____ is an umbrella campaign to boost the image of lesser-known product lines or make the company itself be understood correctly or perceived more positively.

The authorized use of an event with the permission of the event owner is called ambush marketing.

Which of the following is a reason for nonparticipation in trade shows?

Advertising budgets should be set on a market-by-market basis.

What is the purpose of direct marketing?

The ideal situation in developing a message strategy is to have a _____,which refers to a product that is manufactured,packaged,and positioned the same globally.

_____ is a form of communication where consumers can find or initiate topics of interest on the Web and engage in online discussions using bulletin boards,blogs,podcasts,and Web sites.

_____ marketing involves the marketer's investment in events or causes and is specially directed for the most part at sports events and cultural events.

The reason behind using global advertising for global marketing is that significant cost savings can be realized through a single worldwide ad campaign.

Explain the significance of local campaign objectives.

Developing the promotional message is referred to as _____.

The success of the communications effort can be analyzed by observing feedback.

Trade fairs provide an excellent chance for market research and collecting competitive intelligence.

The major problems affecting global promotional efforts involve conflicting national regulations.

_____ involves direct relations between the seller and the prospective buyer or customer.

For sales promotion to be effective,the campaign planned by manufacturers must gain the support of the local retailer population.

Centralization involves relaxing most of the controls over foreign affiliates and allowing them to pursue their own promotional approaches.

A media strategist would need data on all of the following EXCEPT _____.

Global Environmental Drivers

International Trade Frameworks and Policy

The Role of Culture

The Economic Environment

The Political and Legal Environment

Consumer,Industrial,and Government Markets

Strategic Planning

Analyzing People and Markets

Market Entry and Expansion

Marketing Organization,Implementation,and Control

Product Management and Global Brands

Global Marketing of Services

Pricing Strategies and Tactics

Global Distribution and Logistics

Social Networks and Communication

Leadership,Corporate Social Responsibility,and Sustainability

New Directions and Challenges

Filters