Question 1

British Airways believes it is very difficult to differentiate itself from other major airlines on the basis of schedules,routes and price.However,the airline thinks it can be differentiated on the basis of service and has decided to focus much of its effort on image advertising using the theme "The World's Favorite Airline".Which of the following is correct regarding this type of advertising campaign?

Accepted Answer

A)  This campaign will definitely require a localized approach with different ads for each country.
B)  This campaign could easily be adapted to a global campaign since the focus is on service and image,which are easily understood by airline passengers in all countries.
C)  This campaign will require a localized strategy since perceptions of service will definitely be different among airline passengers in every country.
D)  British Airlines should forget the service campaign and focus on price since international flights are chosen on a price basis.
E)  None of the above statements about the ad campaign for British Airways is true because no generalizations can be made from the information given.F) All of the above
G) None of the above

Question 2

During a World Cup soccer match,both McDonald's and Coca-Cola made the mistake of reprinting the Saudi Arabia flag,which includes sacred words from the Koran,on disposable packaging used in promotions.The uproar over this misuse of a cultural symbol forced a recall of the offending items._____ could have prevented this recall.

Accepted Answer

A)  Advertising research
B)  Dyadic communication
C)  Creative decision-making
D)  A global approach to advertising
E)  A centralized approach to advertisingF) All of the above
G) D) and E)

Question 3

Beck's beer has developed a global advertising campaign that focuses on the brand's German heritage and notes it is the best selling beer in Germany.Beck's global campaign is taking advantage of the fact:

Accepted Answer

A)  beer preferences are the same in every country
B)  people do not develop a brand loyalty for beer
C)  Germany has an international reputation for great brewers of beer
D)  beer can be promoted using visual appeals
E)  people like to experiment with different beer tastesF) A) and B)
G) All of the above

Question 4

Weight Watchers,having achieved a 50 percent market share in the United States,was ready to move into international markets.The company found it had to introduce new diets and weight-loss measures on a country-by-country basis even though it maintained its basic ad campaign.Weight Watchers used:

Accepted Answer

A)  localized advertising
B)  consistency advertising
C)  a standardized formatting strategy
D)  pattern advertising
E)  none of the aboveF) A) and C)
G) All of the above

Question 5

The organizational approach to international advertising used by Levi Strauss & Co.which consists of a vice president of global marketing who oversees the company's marketing program in 60 countries but still provides autonomy to local and regional marketing directors is an example of a:

Accepted Answer

A)  centralized approach
B)  totally global approach
C)  decentralized approach
D)  combination of the centralized and decentralized approaches
E)  matrix networkF) B) and C)
G) A) and E)

Question 6

In the United States,people with golden tans are generally seen as attractive and possibly even well-to-do.However,in other countries,such as the Philippines,suntans are indicative of laborers and even underprivileged people.A U.S.company planning on marketing a line of tanning lotions,bronzing creams,and salves for sunburns globally realizes it is important to select an advertising agency that truly understands each foreign market.The company should:

Accepted Answer

A)  use a U.S.-based international agency
B)  use a U.S.based agency that has a few offices in foreign countries
C)  use local agencies for each country it wants to enter
D)  use a superagency with global marketing capabilities
E)  do none of the aboveF) C) and D)
G) C) and E)

Question 7

Which of the following products/services would be LEAST suitable for global advertising appeals?

Accepted Answer

A)  jewelry
B)  cigarettes
C)  IBM personal computers
D)  airline service
E)  Duncan-Hines cake mixesF) C) and D)
G) B) and C)

Question 8

The communications,transportation,financial and distribution networks of a country are part of it's:

Accepted Answer

A)  political/legal environment
B)  culture
C)  economic infrastructure
D)  demographic environment
E)  international interfaceF) A) and B)
G) B) and C)

Question 9

A U.S.executive in Namibia in Africa experienced trouble negotiating a franchise deal with local investors because the electricity was constantly shutting off.One of the investors was unable to attend the meeting because there is so little public transportation in the country.These problems indicate a problem with Namibia's:

Accepted Answer

A)  demographic environment
B)  economic infrastructure
C)  balance of payments
D)  cultural system
E)  advertising systemF) A) and E)
G) A) and B)

Question 10

_____ is the promotional function that deals with problems involving local governments,media,trade associations and the general public.

Accepted Answer

A)  Advertising
B)  Marketing
C)  Personal selling
D)  Sales promotion
E)  Public relationsF) C) and D)
G) B) and D)

Question 11

When global marketers of consumer goods first consider expansion into a developing country,they often start by:

Accepted Answer

A)  weighing the cost political access as compared to the internal operative imperative
B)  assessing the roadblocks associated with global distribution
C)  assessing the potential for democracy to flourish in a country where less-than-democratic marketing traditions exist
D)  examining the daily lives of these consumers including their needs and aspirations
E)  examining the complexity of cultural determinism as compared to the need for aspirational significance See opening vignette.F) A) and E)
G) None of the above

Question 12

_____ is an advertising format where ads follow the same basic approach but themes,copy,and visual elements may be adjusted

Accepted Answer

A)  Global advertising
B)  Local advertising
C)  Pattern advertising
D)  Format advertising
E)  Ad standardizationF) B) and D)
G) B) and C)

Question 13

Yahoo,Inc.introduced mobile Internet stations in Tokyo,for use by fans of soccer.Kiosks were wrapped in Yahoo's purple and yellow logo and colors with notebook computers placed in them for fans to browse news,scores,and streaming video highlights from World Cup Soccer Games for free.This _____ was very successful and Yahoo expects to run the same campaign in the future.

Accepted Answer

A)  public relations campaign
B)  IMC program
C)  sales promotion
D)  image advertising
E)  trade promotionF) None of the above
G) B) and E)

Question 14

Which of the following would make the use of a standardized,global advertising approach difficult?

Accepted Answer

A)  cultural differences
B)  differences in economic development of countries
C)  differences in media availabilities
D)  differences in consumer needs and usage patterns
E)  all of the aboveF) B) and E)
G) A) and E)

Question 15

Which of the following statements about the use of advertising and sales promotion in international markets is true?

Accepted Answer

A)  Advertising can often be done on a global basis while sales promotion must often be adapted to local markets.
B)  Sales promotion can often be done on a global basis while advertising must often be adapted to local markets.
C)  Advertising and sales promotion can be done either locally or globally with equal effectiveness.
D)  Advertising and sales promotion are most effective when done on a regional basis.
E)  Advertising is subject to varying regulations in foreign markets but sales promotion is not.F) None of the above
G) C) and D)

Question 16

Direct marketing experts believe loyalty programs are poised for tremendous growth in South America.These experts believe as a result of the importance of personal relationships as well as a strong sense of family that is pervasive on the continent,marketing programs that emphasize relationships will perform better than others.This strong sense of family and the importance of relationships would both be classified as:

Accepted Answer

A)  cultural values
B)  ethical attitudes
C)  learned perceptions
D)  ethical perceptions
E)  cognitive responsesF) A) and B)
G) C) and D)

Question 17

Which of the following is NOT a part of the economic environment of a foreign country?

Accepted Answer

A)  stage of economic development
B)  economic infrastructure
C)  currency stability
D)  exchange rates
E)  age distribution of the populationF) C) and E)
G) B) and D)

Question 18

When Citibank launched its credit cards in India,it found the locals would work for much lower wages than in more developed countries.Therefore,Citibank decided to rely on ____ as a very focused and cost effective way to reach prospective customers.

Accepted Answer

A)  broadcast advertising
B)  sales promotion
C)  personal selling
D)  direct mail
E)  the InternetF) D) and E)
G) C) and D)

Question 19

Diet Coke is known as Coca-Cola Light in Germany,France and many other countries because these countries have legal restrictions prohibiting the use of the word diet.This is an example of how _____ factors affect global marketing.

Accepted Answer

A)  economic
B)  demographic
C)  political/legal
D)  cultural
E)  infrastructureF) A) and D)
G) B) and C)

Question 20

In France,cosmetics are used heavily by men as well as women and advertising directed to the male market is common.Consumers in the U.S.are heavier users of personal hygiene products such as deodorants and mouthwashes.These are examples of _____ differences that affect consumption patterns.

Accepted Answer

A)  demographic
B)  economic
C)  cultural
D)  regulatory
E)  genericF) None of the above
G) B) and E)

Exam 20: International Advertising and Promotion

Which of the following would make the use of a standardized,global advertising approach difficult?

Correct Answer
verified

The communications,transportation,financial and distribution networks of a country are part of it's:

Correct Answer
verified

The organizational approach to international advertising used by Levi Strauss & Co.which consists of a vice president of global marketing who oversees the company's marketing program in 60 countries but still provides autonomy to local and regional marketing directors is an example of a:

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

When Citibank launched its credit cards in India,it found the locals would work for much lower wages than in more developed countries.Therefore,Citibank decided to rely on ____ as a very focused and cost effective way to reach prospective customers.

Correct Answer
verified

Correct Answer
verified

Beck's beer has developed a global advertising campaign that focuses on the brand's German heritage and notes it is the best selling beer in Germany.Beck's global campaign is taking advantage of the fact:

Correct Answer
verified

When global marketers of consumer goods first consider expansion into a developing country,they often start by:

Correct Answer
verified

Correct Answer
verified

In France,cosmetics are used heavily by men as well as women and advertising directed to the male market is common.Consumers in the U.S.are heavier users of personal hygiene products such as deodorants and mouthwashes.These are examples of _____ differences that affect consumption patterns.

Correct Answer
verified

Correct Answer
verified

Which of the following statements about the use of advertising and sales promotion in international markets is true?

Correct Answer
verified

Diet Coke is known as Coca-Cola Light in Germany,France and many other countries because these countries have legal restrictions prohibiting the use of the word diet.This is an example of how _____ factors affect global marketing.

Correct Answer
verified

Correct Answer
verified

_____ is the promotional function that deals with problems involving local governments,media,trade associations and the general public.

Correct Answer
verified

Which of the following is NOT a part of the economic environment of a foreign country?

Correct Answer
verified

Which of the following products/services would be LEAST suitable for global advertising appeals?

Correct Answer
verified

Weight Watchers,having achieved a 50 percent market share in the United States,was ready to move into international markets.The company found it had to introduce new diets and weight-loss measures on a country-by-country basis even though it maintained its basic ad campaign.Weight Watchers used:

Correct Answer
verified

_____ is an advertising format where ads follow the same basic approach but themes,copy,and visual elements may be adjusted

Correct Answer
verified

Exam 20: International Advertising and Promotion

Which of the following would make the use of a standardized,global advertising approach difficult?

Correct AnswerverifiedShow Answer

The communications,transportation,financial and distribution networks of a country are part of it's:

Correct AnswerverifiedShow Answer

The organizational approach to international advertising used by Levi Strauss & Co.which consists of a vice president of global marketing who oversees the company's marketing program in 60 countries but still provides autonomy to local and regional marketing directors is an example of a:

Correct AnswerverifiedShow Answer

Correct AnswerverifiedShow Answer

Correct AnswerverifiedShow Answer

When Citibank launched its credit cards in India,it found the locals would work for much lower wages than in more developed countries.Therefore,Citibank decided to rely on ____ as a very focused and cost effective way to reach prospective customers.

Correct AnswerverifiedShow Answer

Correct AnswerverifiedShow Answer

Beck's beer has developed a global advertising campaign that focuses on the brand's German heritage and notes it is the best selling beer in Germany.Beck's global campaign is taking advantage of the fact:

Correct AnswerverifiedShow Answer

When global marketers of consumer goods first consider expansion into a developing country,they often start by:

Correct AnswerverifiedShow Answer

Correct AnswerverifiedShow Answer

In France,cosmetics are used heavily by men as well as women and advertising directed to the male market is common.Consumers in the U.S.are heavier users of personal hygiene products such as deodorants and mouthwashes.These are examples of _____ differences that affect consumption patterns.

Correct AnswerverifiedShow Answer

Correct AnswerverifiedShow Answer

Which of the following statements about the use of advertising and sales promotion in international markets is true?

Correct AnswerverifiedShow Answer

Diet Coke is known as Coca-Cola Light in Germany,France and many other countries because these countries have legal restrictions prohibiting the use of the word diet.This is an example of how _____ factors affect global marketing.

Correct AnswerverifiedShow Answer

Correct AnswerverifiedShow Answer

_____ is the promotional function that deals with problems involving local governments,media,trade associations and the general public.

Correct AnswerverifiedShow Answer

Which of the following is NOT a part of the economic environment of a foreign country?

Correct AnswerverifiedShow Answer

Which of the following products/services would be LEAST suitable for global advertising appeals?

Correct AnswerverifiedShow Answer

Weight Watchers,having achieved a 50 percent market share in the United States,was ready to move into international markets.The company found it had to introduce new diets and weight-loss measures on a country-by-country basis even though it maintained its basic ad campaign.Weight Watchers used:

Correct AnswerverifiedShow Answer

_____ is an advertising format where ads follow the same basic approach but themes,copy,and visual elements may be adjusted

Correct AnswerverifiedShow Answer

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
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Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
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Correct Answer
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Correct Answer
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Correct Answer
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Correct Answer
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Correct Answer
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Correct Answer
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