國際市場營銷學 （原書第18版）測試題 Chapter 16 - Integrated Marketing Communications and International Advertising

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InternationalMarketing,18e(Cateora)

Chapter16IntegratedMarketingCommunicationsandInternationalAdvertising

1)Formostcompanies,tradeshowsanddirectsellingarethemajorcomponentsinthemarketingcommunicationsmix.

2)Salespromotionsaremarketingactivitiesthatstimulateconsumerpurchasesandimproveretailerormiddlemeneffectivenessandcooperation.

3)Contests,sweepstakes,andsponsorshipofspecialeventssuchasconcertsaretechniquesusedformaintainingandimprovingpublicrelations.

4)Salespromotionsarelong-termIMCeffortsdirectedtotheconsumerorretailer.

5)Salespromotionsconstitutethemajorportionofthepromotionaleffortinruralandlessaccessiblepartsofamarket.

6)Ofalltheelementsofthemarketingmix,decisionsinvolvingadvertisingarethosemostoftenaffectedbyculturaldifferencesamongcountrymarkets.

7)Whiledevelopinganinternationaladvertisementcampaign,thelaststepoftheprocessisexecutingthecampaign.

8)Theroleofpublicrelationsistocreategoodrelationshipswiththepopularpressandothermediatohelpcompaniescommunicatemessagestotheirpublics.

9)Differentculturesusuallyseekdifferentvaluesorbenefitsfromtheprimaryfunctionofaproduct.

10)Areasonforthefailureofmarketingcommunicationsisthatthemessagereceivedbytheintendedaudienceisnotunderstoodbecauseofdifferentculturalinterpretations.

11)Whenamessagefromasourceisconvertedintoeffectivesymbolismfortransmissiontoareceiver,themessageissaidtohavebeendecoded.

12)Uncontrollableandunpredictableinfluencessuchascompetitiveactivitiesandconfusionthatdetractfromtheprocessofcommunicationarecalledfeedback.

13)Whenamarketingexecutiveadvertiseshisproductinanewspaper,thenewspaperactsasafeedbackchannel.

14)Problemsofliteracy,mediaavailability,andtypesofmediacreateproblemsintheinternationalcommunicationsprocessattheencodingstep.

15)Errorsatthereceiverendoftheinternationalcommunicationsprocesscanbeavoidedifthemessageisencodedproperly.

16)Thefeedbackstepoftheinternationalcommunicationsprocessisunrelatedtotheeffectivenessoftheothersteps.

17)Othersalespersonnelareasourceofnoiseintheinternationalcommunicationsprocess.

18)Feedbackchannelsmustbecarefullyselectedifadecodedmessageistoreachtheconsumer.

19)Aproperfeedbacksystemallowsacompanytocorrecterrorsbeforesubstantialdamageoccurs.

20)Inthecontextofadvertising,amarketer'sself-referencecriterion(SRC)mayaffecttheultimatesuccessofthecommunication.

21)TheFrenchgovernmentuntilrecentlyforbadeTVadsforretailers,publishing,cinema,andthepress.

22)Withsomeexceptions,usuallyamajorityofthepopulationoflessdevelopedcountriescanbereachedreadilythroughthetraditionalmassmediumofadvertising.

23)Inspiteoftheirinherententertainmentvalue,radioandtelevisionhavenotbeenabletobecomemajorcommunicationsmediainmostnations.

24)Satelliteshavetheabilitytospanawidegeographicalregioncoveringmanydifferentcultures.

25)Industrialadvertisersrarelyusedirectmailforadvertising.

26)Ininternationaladvertising,anadvertisershouldconsideravailability,cost,andcoverageofmedia.

27)Internationaladvertiserspreferglobaltelevision(satellitebroadcasts)duetotheavailabilityofaccuratemarketdatainmostcountries.

28)Internationaladvertisersuseforeignnationalconsumermagazinesextensivelybecausetheyhavedependablecirculationfigures.

29)Inthecontextofinternationaladvertising,searchengineshavenowbecomecrucialdirectorsofInternetusers'attention.

30)Asadvertisingagencieshaveexpandedinternationally,localagencieshavevirtuallydisappeared.

31)Mosttoymanufacturerswouldagreethattoyscannotbemarketedprofitablyincountrieswithoutcommercialtelevisionadvertisingdirectedtowardchildren.Inthisscenario,commercialtelevisionadvertisingexemplifiestheavailabilityofappropriate

A)demonstrations.

B)personalsellingservices.

C)directmailingservices.

D)publicrelations.

E)communicationchannels.

32)Integratedmarketingcommunicationsinclude

A)marketingmanagement.

B)researchanddevelopment.

C)humanresources.

D)logistics.

E)advertising.

33)Whatarethemajorcomponentsinthemarketingcommunicationsmixformostcompanies?

A)publicrelationsandadvertising

B)directsellingandtradeshows

C)advertisingandpersonalselling

D)publicrelationsandsalespromotions

E)directsellingandsalespromotions

34)Salespromotionsare

A)marketingactivitiesthatstimulateconsumerpurchasesandimproveretailerormiddlemeneffectivenessandcooperation.

B)long-termeffortsdirectedtoamanufacturerorsupplier.

C)composedofactivitiesthatencouragethepresstocoverpositivestoriesaboutcompanies.

D)ineffectiveinmarketswhereconsumersarehardtoreach.

E)theonlyelementofthemarketingmixthatareaffectedbyculturaldifferencesamongcountrymarkets.

35)Salespromotionsareshort-termeffortsdirectedtotheconsumerorretailertoachievespecificobjectivessuchas

A)consumerproducttrialorimmediatepurchase.

B)reducingadvertisingexpenses.

C)discouragingstoresfromstockingaproduct.

D)eliminatingtheneedforretailpoint-of-purchasedisplays.

E)long-termperformanceofaproduct.

36)In-storedemonstrations,samples,coupons,contests,andsweepstakesareexamplesof________devices.

A)personalselling

B)salespromotions

C)contentmarketing

D)directselling

E)publicrelations

37)Anespeciallyeffectivepromotionaltoolwhenaproductconceptisneworhasaverysmallmarketshareis

A)sponsorship.

B)sweepstakes.

C)productsampling.

D)contests.

E)producttie-ins.

38)Whichstatementbestdefinestheconceptofpublicrelations?

A)Itisthepracticeofusingthepublictopromoteacompany'sproductsthroughvehicleslikeblogs.

B)Itisthedirectsaleofgoodsatdiscountratestothepublicattradefairs.

C)Itthecreationofrelationshipswiththemediatohelpcommunicatemessagestotheircustomers,thegeneralpublic,andgovernmentalregulators.

D)Itisthedistributionofsamplesandcouponsdirectlytothepublic.

E)Itistheuseofvariousformsofpromotionstoimproverelationshipswithcustomers..

39)Whichelementofintegratedmarketingcommunicationsincludesencouragingthepresstocoverpositivestoriesaboutcompaniesandmanagingunfavorablerumors,stories,andevents?

A)publicrelations

B)directselling

C)crisismanagement

D)personalselling

E)salespromotion

40)Since2007,FedExhascontributedmillionstothePGATour,andasitsmostlucrativedonor,aneventisnamedafterthecompany.Thisisanexampleof

A)anentrepreneurship.

B)sustainability.

C)governance.

D)abribe.

E)asponsorship

41)Corporate________mightbeclassifiedasanaspectofsalespromotionsorpublicrelations,thoughtheyalsobearaconnectiontoadvertising.

A)entrepreneurships

B)sustainability

C)governance

D)espionage

E)sponsorships

42)Inaninternationaladvertisingcampaign,whathappensoncethegoalsofthecommunicationhavebeenspecified?

A)Developthemosteffectivemessage(s)forthemarketsegmentsselected.

B)Composeandsecureabudget.

C)Selecteffectivemedia.

D)Executethecampaign.

E)Evaluatethecampaignrelativetothegoalsspecified.

43)Ofalltheelementsofthemarketingmix,decisionsinvolving________arethosemostoftenaffectedbyculturaldifferencesamongcountrymarkets.

A)directselling

B)publicrelations

C)tradeshows

D)advertising

E)salespromotion

44)Inthecontextofinternationaladvertising,ithasbeenobservedthatadvertisingexpendituresaregenerally

A)linear.

B)supplemental.

C)minimal.

D)cyclical.

E)one-timeonly.

45)Whendevelopinganinternationaladvertisementcampaign,whatisthefirststepoftheprocess?

A)Composeandsecureabudgetbasedonwhatisrequiredtomeetgoals.

B)Specifythegoalsofthecommunication.

C)Selecteffectivemedia.

D)Executethecampaign.

E)Performmarketingresearch.

46)Whatisanexampleoftheprimaryfunctionofaproduct?

A)theabilityofacameratotakeapicture

B)thedesignandformfactorofaphone

C)thecolorofacellphone

D)theprestigeassociatedwithdrivingacar

E)theshapeofspeakers

47)Duetodifferencesincultureindifferentmarkets,standardizedproductsthataremarketedgloballywillmostlikelyrequire

A)differentadvertisingappeals.

B)differentprimaryfunctions.

C)consistentpromotionalmessages.

D)standardizedmarketingstrategies.

E)standardizedsecondaryattributes.

48)Theemergenceofpan-Europeancommunicationsmediawillmostlikelycausecompaniesto

A)optforlocalizedpromotionalcampaigns.

B)optforgreatercustomizationofpromotionalefforts.

C)promotetheirproductsonlyinEnglish.

D)useonlytheInternetastheirmessagechannel.

E)choosemorestandardizedpromotionalefforts.

49)Duringwhichstepoftheinternationalcommunicationsprocessdoesthereceiverofthemessageinterpretsymbolismtransmittedfromaninformationsource?

A)selectingamessage

B)encoding

C)selectingamessagechannel

D)decoding

E)identifyingthesourcesofnoise

50)During________,themessagefromthesourceisconvertedintoeffectivesymbolismfortransmissiontoareceiver.

A)interpretation

B)scrambling

C)standardizing

D)decoding

E)encoding

51)Thesalesforceofacompanythatprovidesthecompany'sproductspecificationstothecustomeractsasa(n)

A)decoder.

B)interpreter.

C)receiver.

D)messagechannel.

E)noise.

52)Aninternationalmarketingexecutivewithaproductmessagetocommunicatespecificallyactsasa(n)

A)decoder.

B)informationsource.

C)receiver.

D)encoder.

E)noisesource.

53)________isdefinedastheinterpretationbythereceiverofthesymbolismtransmittedfromaninformationsource.

A)Encoding

B)Messageselection

C)Decoding

D)Messagechannelselection

E)Feedbackevaluation

54)AmultinationalpharmaceuticalcompanyusedasaffrontridentinapromotionalcampaignforoneofitsdrugsinIndia.Thesaffrontrident,areligioussymbolinIndia,wasmeanttoindicatethethreelevelsofefficacyofthedrugbutmistakenlyconveyedareligiousmessagetoIndians.Thismiscommunicationindicatesaproblemassociatedwithwhichstepoftheinternationalcommunicationsprocess?

A)encoding

B)noisecancellation

C)mediachannelselection

D)messagetransmission

E)informationsourceselection

55)Whichelementoftheinternationalcommunicationsprocesscomprisesexternalinfluencessuchascompetitiveadvertising,othersalespersonnel,andconfusionatthereceivingendthatcandetractfromtheultimateeffectivenessofthecommunication?

A)selectingamessagesource

B)encoding

C)selectingamessagechannel

D)decoding

E)noise

56)Janel,amediaconsultant,ishelpingtheintegratedmarketingcommunicationsmanagerofaFrenchcosmeticscompanywiththedesignandcontenttobeusedinanupcomingpromotionalcampaigninJapan.TheIMCmanagerknowswhattoconveybutwantstoworditinaculturallyrelevantmanner.WithwhichstepoftheinternationalcommunicationsprocessisJanelhelpingthecompany?

A)encodingofthemessage

B)choosinganappropriatechannelforthemessage

C)decodingofthemessage

D)providingfeedbackfromcustomers

E)reducingnoisefromcompetingadcampaigns

57)Inthecontextofthecommunicationsprocessinadvertising,problemsofliteracy,mediaavailability,andtypesofmediacreatechallengesinthecommunicationsprocessatthe________step.

A)feedback

B)decoding

C)amplification

D)encoding

E)messageselection

58)Usingnewspapersormagazineadsasachannelofcommunicationwhenthemajorityoftheintendeduserscannotreadisanexampleofineffective________inthecommunicationsprocess.

A)feedback

B)mediachannelselection

C)noise

D)marketselection

E)messageselection

59)UsingtheInternetasacommunicationmediumwhenonlyasmallpercentageofanintendedmarkethasaccesstoitisanexampleofanerrorrelatedto

A)feedback.

B)decoding.

C)messagechannelselection.

D)encoding.

E)messageselection.

60)AmanufacturerofsportsbicyclesusesvariouscyclinglegendsandsportscelebritiesasbrandambassadorstopromoteitsproductinChina.BicyclesinChinaareusedmainlybytheworkingclassforcommuting,notsports,sothepromotionalcampaignwasafailure.Duringwhichstepoftheinternationalcommunicationsprocessdidthemanufacturermostlikelygowrong?

A)informationsource

B)messagechannel

C)encoding

D)decoding

E)noisecancellation

61)The________stepintheinternationalcommunicationsprocessreferstotheinformationabouttheeffectivenessofthemessagethatflowsfromthereceiverbacktotheinformationsourceforevaluationoftheeffectivenessoftheprocess.

A)messagechannelselection

B)interpretation

C)encoding

D)decoding

E)feedback

62)Whichstepoftheinternationalcommunicationsprocessisimportantasacheckontheeffectivenessoftheothersteps?

A)selectingapropermessage

B)encodingthemessage

C)selectinganappropriatechannelofcommunication

D)decodingthemessage

E)feedback

63)Whichstatementaboutadvertisinglawsiscorrect?

A)Advertisingofpharmaceuticalsisunrestrictedinmostcountries.

B)Toy,tobacco,andliquoradvertisingisrestrictedinnumerouscountries.

C)Advertisingontelevisionisunregulatedinmostcountries.

D)TheInternetistheonlymediumwherenorestrictionsexistinanycountry.

E)Televisionadsareexemptedfromtaxinallcountries.

64)Whatisanexampleofcomparativeadvertising?

A)anadusingascantilycladmodeltopromoteasoftdrink

B)anadshowingacelebritysmokinghispreferredbrandofcigarettes

C)anadshowingadogchoosingonebrandofdogfoodoveranotherbrand

D)anadshowingthesuperiorityofsyntheticmaterialsusedinitsproductsascomparedtocotton

E)anadusingshockingortaboomaterialtopromoteaproduct

65)WhatisespeciallyvulnerableasEUmemberstatesdecidewhichareaofregulationshouldapplytotheseservices?

A)newspaperadvertising

B)radioadvertising

C)outdoorservices

D)personalselling

E)Internetservices

66)Companiesthatrelyontelevisioninfomercialsandtelevisionshoppingarerestrictedbythelimitationsplacedonthe________oftelevisioncommercialspermittedwhentheirprogramsareclassifiedasadvertisements.

A)lengthandnumber

B)religiouscontent

C)subliminalmessaging

D)cost

E)ethnicfocus

67)Advertising________insomecountriescandistortmediachoicebychangingthecostratiosofvariousmedia.

A)taxation

B)language

C)demographics

D)culturalfocus

E)channels

68)Theonlywaytoavoidlinguisticproblemsinadvertisingcommunicationisby

A)creatinganentirelynewadvertisementforthenewmarket.

B)usingonlyEnglishinallmediapromotions.

C)developinganewversionoftheproductforthenewmarket.

D)performingin-countrytestingwiththetargetconsumergroup.

E)usingfacialexpressionsandphysicalgesturesintheadvertisement.

69)________isespeciallyimportantwhenanadvertisingbudgetissmall,wheretherearesevereproductionlimitations,orwheretherearelowliteracyrates.

A)Classdistinction

B)Politicization

C)Standardization

D)Creativity

E)Followingaformula

70)Certainadvertisingmediaareforbiddenbygovernmentedicttoacceptsomeadvertisingmaterials.Suchrestrictionsaremostprevalentin

A)Internetforums.

B)personalsellinginitiatives.

C)radioandtelevisionbroadcasting.

D)tradeshowsandexhibitions.

E)directsellingandsalespromotions.

71)Whatistrueofthenewspaperindustry?

A)Inmanycountries,newspapershardlyhaveanytroubleachievingcompletemarketcoverage.

B)MostU.S.citieshavethreeorfourmajordailynewspapers.

C)Inmanycountries,thereisatimelagbeforeadvertisementscanberuninanewspaper.

D)Sincethereisanindicationthatthespaceforadvertisingispaidfor,itiseasytotellexactlyhowmuchadvertisingappearsinagivennewspaper.

E)Japanhasmorethan15nationaldailynewspapers,butthecirculationnumbersarelow.

72)________areconsideredtobemajorcommunicationsmediainmostcountriesduetotheirinherententertainmentvalue.

A)Newspapersandmagazines

B)Radioandtelevision

C)Newspapersandbillboards

D)Billboardsandtelevision

E)Radioandnewspapers

73)OneofthedrawbacksofsatelliteTVis

A)thecostofcreatingahighqualityadforsatellitetelevision.

B)thelimitedmarketpenetrationofsatellitetelevision.

C)thenumberofintermediariesrequiredforsatelliteservicetransmission.

D)thegovernmentregulationsplacedonsatelliteadvertising.

E)governments'fearofalossofcontrolovertheirairwavesandmessages.

74)_______allowsESPNtofillblankwalls,streets,orstadiumsidingswithcomputer-generatedvisualsthatlookliketheybelonginthescene.

A)Self-extractingarchive

B)PrincetonVideoImaging

C)HighDefinitionTelevision

D)HighMAT(HighPerformanceMediaAccessTechnologies)

E)ConditionalAccessSystem

75)DirectmailisanunpopularmediuminChilebecause

A)theliteracylevelinChileisextremelylow.

B)customersmustpayforeveryitemdeliveredbythelettercarrier.

C)itusespaper;hence,itisconsideredathreattotheenvironment.

D)itsreachisextremelylimited.

E)itissubjecttocomplicatedgovernmentregulations.

76)Whichmediumsuffer(s)fromissuessuchasdifficultyinassessingtaxes,unfaircompetition,importduties,andprivacy?

A)theradio

B)directmail

C)magazines

D)newspapers

E)theInternet

77)CompensationarrangementsforadvertisingagenciesthroughouttheworldarebasedontheU.S.systemof________commissions.

A)15percent

B)25percent

C)consistent

D)no

E)shared

78)Inthecontextofconsumerproducts,whatisthemajorlimitationoftheInternet?

A)knowledgeofhowtousetheInternet

B)accessibilityoutsidetheUnitedStates

C)governmentregulationsontheuseoftheInternet

D)difficultyintrackingtheeffectivenessofadvertisementsontheInternet

E)costofusingtheInternet

79)Blogs,virtualworlds,andvideosharingareexamplesofmediacommonlyknownas

A)globalmedia.

B)localmedia.

C)socialmedia.

D)TexasVisualImaging.

E)widespreadmedia.

80)Billboardsareespeciallyusefulincountries:

A)withhighincomelevels.

B)wherethelawsgoverningtheInternetareverycomplicated.

C)withhighilliteracyrates.

D)wheresalespromotionsareineffective.

E)wherepeoplepreferbuyinginsmallquantities.

81)Inthecontextofinternationaladvertising,________istheneoncapitaloftheworld.

A)Paris

B)HongKong

C)London

D)Sydney

E)Brasília

82)InSpain,anewmediumforadvertisingcalledPublicocheinvolves

A)lasersprojectedontoclouds.

B)privatecarsthatarepaintedwithadvertisements.

C)busesfittedwithtelevisionsetsshowingpromotionalmessages.

D)financingofpopularsportingandentertainmentevents.

E)hotairballoonsprintedwithpromotionalmessages.

83)Inthecontextofinternationaladvertising,companiesaremovingfromthecommissionsystemtoa________system.

A)tactical

B)standardized

C)reward-by-results

D)self-regulation

E)business-to-business

84)AstudyofarepresentativesampleofEuropeanconsumersindicatedthat

A)nearly8in10believedadswereoftendeceptiveaboutproductquality.

B)mostbelievedadvertisingwasnecessaryforproductpurchasedecisions.

C)mostconsideredadsenjoyableandentertaining.

D)about1in10believedadvertisingmeanthigherpricesforaproduct.

E)advertisingwasawaytoobtainvaluableinformationaboutproducts.

85)Whatistrueofadvertisingagenciesforinternationaladvertising?

A)Thecross-culturalcommunicationbetweenaforeignclientandalocalagencycanbeproblematic.

B)Amultinationalagencyalwayshasthebestfeelforamarket.

C)Onlyamultinationalagencycanprovidethebestculturalinterpretationinasituationinwhichlocalmodificationisrequired.

D)Onlyalocaldomesticagencycanprovideacompanywithahighlevelofsophistication.

E)Agency