Int’l Marketing Chapter 14 – Flashcards
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A marketer of fine French cognac offers fancy cigar ashtrays as prizes to consumers who correctly solve a crossword puzzle. Which of the following most accurately describes this offer?
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non-price promotion
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Which of the following is not an advantage of using sales promotions?
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enables company to build its database
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In a contest of 45 different languages covering 60 countries, marketers for Axe Apollo invited consumers to fill out an "astronaut profile." This is an example of:
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sales promotion by global marketer
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To fight counterfeiting, the "Disney Magical Journey" promotion was keyed to mail-in hologram stickers on genuine Disney products. Participants could win Disney DVDs, TV sets, and trips to Hong Kong Disneyland. This is an example of:
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sales promotion by global marketer
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Which promotional technique is best suited to a situation in which a company wants consumers to actually try its product or service at no cost?
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sampling
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The success of the Stratos project helps the Red Bull by:
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standing out from a crowded field of competitors
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Critical marketing tool for global companies such as Red Bull is:
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event marketing
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Promotions designed to increase product availability in distribution channels are known as:
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trade sales promotions
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Spoexa, a food-marketing company was hired by French Ministry of Agriculture to organize cocktail parties in 19 countries in order to:
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show that French cuisine is laid back
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PepsiCo experienced great success in Latin America with its Numeromania contest, which lured consumers by promise of big cash prizes. They used the same contest in Poland successfully. This shows that:
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leverage experience gained in one country can be used in another country
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Unilever hired a promotional marketing firm to pass out Lever 2000 hand wipes in food courts and petting zoos. This is an example of:
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point-of-dirt sampling
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Coupons are not a favorite promotion tool for use in:
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Malaysia
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A box of Crest toothpaste contains a coupon entitling the buyer to save 50 cents when purchasing a Crest toothbrush. What type of sales promotion does this represent?
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cross coupon
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Social couponing is one of the hottest sales promotion trends today. This refers to:
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Groupons
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It was found that Malaysians hesitate to use coupons due to the:
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fear of public embarrassment
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Environmental issues and challenges faced by a company which is in the initial stages of implementing a personal selling strategy include all of the following except:
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product innovation
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Which of the following is not one of the steps in the Strategic/Consultative Selling Model?
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develop ethnocentric policy
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Which of the following is not a step in the strategic/consultative selling model?
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develop a marketing mix
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Building a prospect base is typically part of which step of the strategic/consultative selling model?
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development of a customer strategy
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In the six-step presentation plan, the first and last steps are respectively:
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approach; servicing the sale
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Negotiation requires both customer and the salesperson:
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to agree to disagree
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A company in which an ethnocentric orientation prevails is likely to utilize primarily ________ in its sales force.
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expatriates
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A company with a polycentric orientation is likely to employ host-country nationals in all but which of the following selling situations?
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selling high-tech products in developed countries
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Which type of sales person is best suited to selling technologically-sophisticated products in developed countries?
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expatriates
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Which of the following is a disadvantage of using an expatriate sales force?
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maintaining is very expensive
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When a company must decide on the composition of its foreign sales force, which alternative is generally the most expensive?
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expatriates
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Other international personal selling approaches that fall somewhere between sales agents and full-time employee teams include all of the following except:
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contract manufacturing or production
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After much trial and error in creating sales forces, most companies today attempt to establish a:
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hybrid sales force composed of expatriates and in-country nationals
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Benefits for using sales agents include all of the following except:
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agents can eventually replace manufacturer's sales agents
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Peppers and Rogers described different steps that are involved in one-to-one marketing. These steps include all of the following except:
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evaluate
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Which of the following is not characteristic of direct marketing?
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A marketer relinquishes control of product when it is turned over to channel intermediaries
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Which of the following is not characteristic of mass marketing?
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Advertising is used to generate an immediate inquiry or purchase
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Which of the following environmental characteristics affects use of direct marketing in Europe?
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all of the above
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Which of the following is not a useful guideline for U.S.-based direct marketers wishing to reach global customers?
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Focus on all countries included in the European Union
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Which country or region offers direct marketers the advantage of a well-developed mailing list industry?
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the United States
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The term magalog is used to describe which communication medium?
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catalogs
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In Hong Kong and Singapore, Western catalogers are finding it easy to market because of all of the following reasons except:
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few mail-order companies
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Thomas Burke, an executive at Saatchi & Saatchi, is quoted as saying ________ are "the most powerful form of advertising ever created."
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infomercials
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Chinese direct-response television has learned that there are many obstacles that still need to be overcome, which include all of the following except:
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consumers' savings rate is very low
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Industry observers expect the popularity of home shopping to increase during the next few years due to:
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the introduction of interactive television.
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Interactive television (ITV) allows viewers to see the ad in its entirety by pressing a remote button; to order products from home-shopping channels; or choose different camera angles, such as in sports events. Comments by James Pennefather, brand manager for Smirnoff, UK, based on comparison of traditional TV ads to ITV features included all of the following except:
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"it allows viewers to interact with programming."
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Traditional support media include:
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billboards
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A ban on billboards in Brazil meant they have to come down, and in addition, transit ads on buses and taxis were not allowed. Denied access to traditional outdoor advertising, companies devised a number of alternative ways to communicate with prospective customers. These ways included all of the following except:
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ads were placed on buses
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Worldwide spending on outdoor advertising amounts to about ________ of total ad spending.
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6%
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Chinese authorities ratified the WHO's Framework Convention on Tobacco Controls; which means:
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all forms of tobacco promotion and sponsorships will be phased out by the year 2010
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Product placement has reached the world of live theater and opera. The difference between product placement and other forms of promotion is:
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viewers are being marketed to subliminally without their consent
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In fall 2002, a new Broadway production of Puccini's La Boheme was set in Paris circa 1957. The stage set included billboards for luxury pen maker Montblanc and Piper-Heidsieck champagne. This is an example of:
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product placement
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Celeste Atkinson is a lifestyle and entertainment manager for Audi, and her job is to create buzz by ensuring that vehicles such as the Audi A8L and the S8 sports sedan figure in paparazzi photos. This is referred to as:
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product placement
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The effective integration of products and brands with entertainment can be seen on the TV hit American Idol. This type of trend is referred to as:
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branded entertainment
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Dietrich Mateschitz, Red Bull's creator, stated "When we first started, we said that there is not an existing market for Red Bull." The reasons behind Red Bull's success include all of the following except:
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the blue-and-silver color on cans helped in Red Bull's popularity
