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InternationalMarketing,18e(Cateora)

Chapter16IntegratedMarketingCommunicationsandInternationalAdvertising

1)Formostcompanies,tradeshowsanddirectsellingarethemajorcomponentsinthemarketingcommunicationsmix.

Answer:FALSE

Explanation:Formostcompanies,advertisingandpersonalsellingarethemajorcomponentsinthemarketingcommunicationsmix.

Difficulty:1Easy

Topic:FactorsThatInfluenceInternationalAdvertisingandPromotionStrategies

LearningObjective:16-01Localmarketcharacteristicsthataffecttheadvertisingandpromotionofproducts.

Bloom's:Remember

AACSB:Communication

Accessibility:KeyboardNavigation

2)Salespromotionsaremarketingactivitiesthatstimulateconsumerpurchasesandimproveretailerormiddlemeneffectivenessandcooperation.

Answer:TRUE

Explanation:Salespromotionsaremarketingactivitiesthatstimulateconsumerpurchasesandimproveretailerormiddlemeneffectivenessandcooperation.Salespromotionsareshort-termeffortsdirectedtotheconsumerorretailertoachievespecificobjectives.

Difficulty:1Easy

Topic:FactorsThatInfluenceInternationalAdvertisingandPromotionStrategies

LearningObjective:16-02Thestrengthsandweaknessesofsalespromotionsandpublicrelationsinglobalmarketing.

Bloom's:Remember

AACSB:AnalyticalThinking

Accessibility:KeyboardNavigation

3)Contests,sweepstakes,andsponsorshipofspecialeventssuchasconcertsaretechniquesusedformaintainingandimprovingpublicrelations.

Answer:FALSE

Explanation:Cents-off,in-storedemonstrations,samples,coupons,gifts,producttie-ins,contests,sweepstakes,sponsorshipofspecialeventssuchasconcerts,theOlympics,fairs,andpoint-of-purchasedisplaysaretypesofsalespromotiondevices.

Difficulty:1Easy

Topic:FactorsThatInfluenceInternationalAdvertisingandPromotionStrategies

LearningObjective:16-02Thestrengthsandweaknessesofsalespromotionsandpublicrelationsinglobalmarketing.

Bloom's:Remember

AACSB:AnalyticalThinking

Accessibility:KeyboardNavigation

4)Salespromotionsarelong-termIMCeffortsdirectedtotheconsumerorretailer.

Answer:FALSE

Explanation:Salespromotionsareshort-termeffortsdirectedtotheconsumerorretailertoachievesuchspecificobjectivesasconsumerproducttrialorimmediatepurchase,consumerintroductiontothestoreorbrand,gainingretailpoint-of-purchasedisplays,encouragingstorestostocktheproduct,andsupportingandaugmentingadvertisingandpersonalsalesefforts.

Difficulty:1Easy

Topic:FactorsThatInfluenceInternationalAdvertisingandPromotionStrategies

LearningObjective:16-02Thestrengthsandweaknessesofsalespromotionsandpublicrelationsinglobalmarketing.

Bloom's:Remember

AACSB:AnalyticalThinking

Accessibility:KeyboardNavigation

5)Salespromotionsconstitutethemajorportionofthepromotionaleffortinruralandlessaccessiblepartsofamarket.

Answer:TRUE

Explanation:Inmarketsinwhichtheconsumerishardtoreachbecauseofmedialimitations,thepercentageofthepromotionalbudgetallocatedtosalespromotionsmayhavetobeincreased.Insomelessdevelopedcountries,salespromotionsconstitutethemajorportionofthepromotionaleffortinruralandlessaccessiblepartsofthemarket.

Difficulty:1Easy

Topic:FactorsThatInfluenceInternationalAdvertisingandPromotionStrategies

LearningObjective:16-02Thestrengthsandweaknessesofsalespromotionsandpublicrelationsinglobalmarketing.

Bloom's:Remember

AACSB:AnalyticalThinking

Accessibility:KeyboardNavigation

6)Ofalltheelementsofthemarketingmix,decisionsinvolvingadvertisingarethosemostoftenaffectedbyculturaldifferencesamongcountrymarkets.

Answer:TRUE

Explanation:Ofalltheelementsofthemarketingmix,decisionsinvolvingadvertisingarethosemostoftenaffectedbyculturaldifferencesamongcountrymarkets.Advertising'sfunctionistointerpretortranslatethequalitiesofproductsandservicesintermsofconsumerneeds,wants,desires,andaspirations.Thus,theemotionalappeals,symbols,persuasiveapproaches,andothercharacteristicsofanadvertisementmustcoincidewithculturalnormsiftheadistobeeffective.

Difficulty:1Easy

Topic:FactorsThatInfluenceInternationalAdvertisingandPromotionStrategies

LearningObjective:16-02Thestrengthsandweaknessesofsalespromotionsandpublicrelationsinglobalmarketing.

Bloom's:Remember

AACSB:Communication

Accessibility:KeyboardNavigation

7)Whiledevelopinganinternationaladvertisementcampaign,thelaststepoftheprocessisexecutingthecampaign.

Answer:FALSE

Explanation:Thestepstobeperformedfordevelopinganinternationaladvertisementcampaignare:performmarketingresearch;specifythegoalsofthecommunication;developthemosteffectivemessage(s)forthemarketsegmentsselected;selecteffectivemedia;composeandsecureabudgetbasedonwhatisrequiredtomeetgoals;executethecampaign;andevaluatethecampaignrelativetothegoalsspecified.

Difficulty:1Easy

Topic:FactorsThatInfluenceInternationalAdvertisingandPromotionStrategies

LearningObjective:16-02Thestrengthsandweaknessesofsalespromotionsandpublicrelationsinglobalmarketing.

Bloom's:Remember

AACSB:Communication

Accessibility:KeyboardNavigation

8)Theroleofpublicrelationsistocreategoodrelationshipswiththepopularpressandothermediatohelpcompaniescommunicatemessagestotheirpublics.

Answer:TRUE

Explanation:Creatinggoodrelationshipswiththepopularpressandothermediatohelpcompaniescommunicatemessagestotheirpublics—customers,thegeneralpublic,andgovernmentalregulators—istheroleofpublicrelations(PR).

Difficulty:1Easy

Topic:FactorsThatInfluenceInternationalAdvertisingandPromotionStrategies

LearningObjective:16-02Thestrengthsandweaknessesofsalespromotionsandpublicrelationsinglobalmarketing.

Bloom's:Remember

AACSB:Communication

Accessibility:KeyboardNavigation

9)Differentculturesusuallyseekdifferentvaluesorbenefitsfromtheprimaryfunctionofaproduct.

Answer:FALSE

Explanation:Differentculturesoftenseekthesamevalueorbenefitsfromtheprimaryfunctionofaproduct—forexample,theabilityofanautomobiletogetfrompointAtopointB,acameratotakeapicture,orawristwatchtotelltime.

Difficulty:1Easy

Topic:FactorsThatInfluenceInternationalAdvertisingandPromotionStrategies

LearningObjective:16-03Whenglobaladvertisingismosteffective;whenmodifiedadvertisingisnecessary.

Bloom's:Remember

AACSB:Diversity

Accessibility:KeyboardNavigation

10)Areasonforthefailureofmarketingcommunicationsisthatthemessagereceivedbytheintendedaudienceisnotunderstoodbecauseofdifferentculturalinterpretations.

Answer:TRUE

Explanation:Internationalcommunicationsmayfailforavarietyofreasons:Amessagemaynotgetthroughbecauseofmediainadequacy,themessagemaybereceivedbytheintendedaudiencebutnotbeunderstoodbecauseofdifferentculturalinterpretations,orthemessagemayreachtheintendedaudienceandbeunderstoodbuthavenoeffectbecausethemarketerdidnotcorrectlyassesstheneedsandwantsoreventhethinkingprocessesofthetargetmarket.

Difficulty:1Easy

Topic:FactorsThatInfluenceInternationalAdvertisingandPromotionStrategies

LearningObjective:16-04Thecommunicationprocessandadvertisingmisfires.

Bloom's:Remember

AACSB:Communication

Accessibility:KeyboardNavigation

11)Whenamessagefromasourceisconvertedintoeffectivesymbolismfortransmissiontoareceiver,themessageissaidtohavebeendecoded.

Answer:FALSE

Explanation:Ifthemessagefromasourceisconvertedintoeffectivesymbolismfortransmissiontoareceiver,themessageisencoded.Decodingoccurswhenthereceiverinterpretsthesymbolismtransmittedfromtheinformationsource.

Difficulty:1Easy

Topic:FactorsThatInfluenceInternationalAdvertisingandPromotionStrategies

LearningObjective:16-04Thecommunicationprocessandadvertisingmisfires.

Bloom's:Remember

AACSB:Communication

Accessibility:KeyboardNavigation

12)Uncontrollableandunpredictableinfluencessuchascompetitiveactivitiesandconfusionthatdetractfromtheprocessofcommunicationarecalledfeedback.

Answer:FALSE

Explanation:Uncontrollableandunpredictableinfluencessuchascompetitiveactivitiesandconfusionthatdetractfromtheprocessofcommunicationarecallednoise.Noisecomprisesallotherexternalinfluences,suchascompetitiveadvertising,othersalespersonnel,andconfusionatthereceivingend,thatcandetractfromtheultimateeffectivenessofthecommunication.

Difficulty:1Easy

Topic:FactorsThatInfluenceInternationalAdvertisingandPromotionStrategies

LearningObjective:16-04Thecommunicationprocessandadvertisingmisfires.

Bloom's:Remember

AACSB:Communication

Accessibility:KeyboardNavigation

13)Whenamarketingexecutiveadvertiseshisproductinanewspaper,thenewspaperactsasafeedbackchannel.

Answer:FALSE

Explanation:Inthiscase,sincethemarketerissendinghismessagetohistargetaudiencethroughanewspaper,thenewspaperactsasamessagechannel.Informationabouttheeffectivenessofthemessagedoesnotflowfromthereceiver(theintendedtarget)backtotheinformationsourceforevaluationoftheeffectivenessoftheprocess.

Difficulty:2Medium

Topic:FactorsThatInfluenceInternationalAdvertisingandPromotionStrategies

LearningObjective:16-04Thecommunicationprocessandadvertisingmisfires.

Bloom's:Apply

AACSB:KnowledgeApplication

Accessibility:KeyboardNavigation

14)Problemsofliteracy,mediaavailability,andtypesofmediacreateproblemsintheinternationalcommunicationsprocessattheencodingstep.

Answer:TRUE

Explanation:Problemsofliteracy,mediaavailability,andtypesofmediacreatechallengesinthecommunicationsprocessattheencodingstep.Encodingisthemessagefromthesourceconvertedintoeffectivesymbolismfortransmissiontoareceiver.

Difficulty:1Easy

Topic:FactorsThatInfluenceInternationalAdvertisingandPromotionStrategies

LearningObjective:16-04Thecommunicationprocessandadvertisingmisfires.

Bloom's:Remember

AACSB:Communication

Accessibility:KeyboardNavigation

15)Errorsatthereceiverendoftheinternationalcommunicationsprocesscanbeavoidedifthemessageisencodedproperly.

Answer:TRUE

Explanation:Errorsatthereceiverendoftheprocessgenerallyresultfromacombinationoffactors:animpropermessageresultingfromincorrectknowledgeofusepatterns,poorencodingproducingameaninglessmessage,poormediaselectionthatdoesnotgetthemessagetothereceiver,orinaccuratedecodingbythereceiversothatthemessageisgarbledorincorrect.

Difficulty:1Easy

Topic:FactorsThatInfluenceInternationalAdvertisingandPromotionStrategies

LearningObjective:16-04Thecommunicationprocessandadvertisingmisfires.

Bloom's:Remember

AACSB:Communication

Accessibility:KeyboardNavigation

16)Thefeedbackstepoftheinternationalcommunicationsprocessisunrelatedtotheeffectivenessoftheothersteps.

Answer:FALSE

Explanation:Thefeedbackstepofthecommunicationsprocessisimportantasacheckontheeffectivenessoftheothersteps.

Difficulty:1Easy

Topic:FactorsThatInfluenceInternationalAdvertisingandPromotionStrategies

LearningObjective:16-04Thecommunicationprocessandadvertisingmisfires.

Bloom's:Remember

AACSB:Communication

Accessibility:KeyboardNavigation

17)Othersalespersonnelareasourceofnoiseintheinternationalcommunicationsprocess.

Answer:TRUE

Explanation:Noisecomprisesexternalinfluencessuchascompetitiveadvertising,othersalespersonnel,andconfusionatthereceivingendthatcandetractfromtheultimateeffectivenessofthecommunication.

Difficulty:1Easy

Topic:FactorsThatInfluenceInternationalAdvertisingandPromotionStrategies

LearningObjective:16-04Thecommunicationprocessandadvertisingmisfires.

Bloom's:Remember

AACSB:Communication

Accessibility:KeyboardNavigation

18)Feedbackchannelsmustbecarefullyselectedifadecodedmessageistoreachtheconsumer.

Answer:FALSE

Explanation:Messagechannelsmustbecarefullyselectedifanencodedmessageistoreachtheconsumer.

Difficulty:1Easy

Topic:FactorsThatInfluenceInternationalAdvertisingandPromotionStrategies

LearningObjective:16-04Thecommunicationprocessandadvertisingmisfires.

Bloom's:Remember

AACSB:Communication

Accessibility:KeyboardNavigation

19)Aproperfeedbacksystemallowsacompanytocorrecterrorsbeforesubstantialdamageoccurs.

Answer:TRUE

Explanation:Aproperfeedbacksystemallowsacompanytocorrecterrorsbeforesubstantialdamageoccurs.

Difficulty:1Easy

Topic:FactorsThatInfluenceInternationalAdvertisingandPromotionStrategies

LearningObjective:16-04Thecommunicationprocessandadvertisingmisfires.

Bloom's:Remember

AACSB:Communication

Accessibility:KeyboardNavigation

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

Answer:TRUE

Explanation:Theinternationalcommunicationsmodel'ssignificanceisthatoneorallstepsintheprocess,culturalfactors,orthemarketer'sself-referencecriterion(SRC)canaffecttheultimatesuccessofthecommunication.

Difficulty:1Easy

Topic:FactorsThatInfluenceInternationalAdvertisingandPromotionStrategies

LearningObjective:16-04Thecommunicationprocessandadvertisingmisfires.

Bloom's:Remember

AACSB:Communication

Accessibility:KeyboardNavigation

21)TheFrenchgovernmentuntilrecentlyforbadeTVadsforretailers,publishing,cinema,andthepress.

Answer:TRUE

Explanation:Avarietyofrestrictionsonadvertisingofspecificproductsexistaroundtheworld.Advertisingofpharmaceuticalsisrestrictedinmanycountries.TheFrenchgovernmentuntilrecentlyforbadeTVadsforretailers,publishing,cinema,andthepress.

Difficulty:1Easy

Topic:FactorsThatInfluenceInternationalAdvertisingandPromotionStrategies

LearningObjective:16-05TheeffectsofasingleEuropeanmarketonadvertising.

Bloom's:Remember

AACSB:Communication

Accessibility:KeyboardNavigation

22)Withsomeexceptions,usuallyamajorityofthepopulationoflessdevelopedcountriescanbereachedreadilythroughthetraditionalmassmediumofadvertising.

Answer:FALSE

Explanation:Amajorityofthepopulationoflessdevelopedcountriescannotbereachedreadilythroughthetraditionalmassmediumofadvertising.

Difficulty:1Easy

Topic:FactorsThatInfluenceInternationalAdvertisingandPromotionStrategies

LearningObjective:16-06Theeffectoflimitedmedia,excessivemedia,andgovernmentregulationsonadvertisingandpromotionbudgets.

Bloom's:Remember

AACSB:Communication

Accessibility:KeyboardNavigation

23)Inspiteoftheirinherententertainmentvalue,radioandtelevisionhavenotbeenabletobecomemajorcommunicationsmediainmostnations.

Answer:FALSE

Explanation:Possiblybecauseoftheirinherententertainmentvalue,radioandtelevisionhavebecomemajorcommunicationsmediainalmostallnations.

Difficulty:1Easy

Topic:FactorsThatInfluenceInternationalAdvertisingandPromotionStrategies

LearningObjective:16-06Theeffectoflimitedmedia,excessivemedia,andgovernmentregulationsonadvertisingandpromotionbudgets.

Bloom's:Remember

AACSB:Technology

Accessibility:KeyboardNavigation

24)Satelliteshavetheabilitytospanawidegeographicalregioncoveringmanydifferentcultures.

Answer:TRUE

Explanation:Oneofthedrawbacksofsatellitesisalsotheirstrength,thatis,theirabilitytospanawidegeographicalregioncoveringmanydifferentcountrymarkets.Thatmeansasinglemessageisbroadcastthroughoutawidearea.Thisspanmaynotbedesirableforsomeproducts.

Difficulty:1Easy

Topic:FactorsThatInfluenceInternationalAdvertisingandPromotionStrategies

LearningObjective:16-06Theeffectoflimitedmedia,excessivemedia,andgovernmentregulationsonadvertisingandpromotionbudgets.

Bloom's:Remember

AACSB:Technology

Accessibility:KeyboardNavigation

25)Industrialadvertisersrarelyusedirectmailforadvertising.

Answer:FALSE

Explanation:Industrialadvertisersareheavydirectmailusersandrelyoncatalogsandsalessheetstogeneratelargevolumesofinternationalbusiness.

Difficulty:1Easy

Topic:FactorsThatInfluenceInternationalAdvertisingandPromotionStrategies

LearningObjective:16-06Theeffectoflimitedmedia,excessivemedia,andgovernmentregulationsonadvertisingandpromotionbudgets.

Bloom's:Remember

AACSB:Communication

Accessibility:KeyboardNavigation

26)Ininternationaladvertising,anadvertisershouldconsideravailability,cost,andcoverageofmedia.

Answer:TRUE

Explanation:Ininternationaladvertising,anadvertisermustconsidertheavailability,cost,coverage,andappropriatenessofthemedia.Localvariationsandlackofmarketdatarequireaddedattention.

Difficulty:1Easy

Topic:FactorsThatInfluenceInternationalAdvertisingandPromotionStrategies

LearningObjective:16-06Theeffectoflimitedmedia,excessivemedia,andgovernmentregulationsonadvertisingandpromotionbudgets.

Bloom's:Remember

AACSB:Communication

Accessibility:KeyboardNavigation

27)Internationaladvertiserspreferglobaltelevision(satellitebroadcasts)duetotheavailabilityofaccuratemarketdatainmostcountries.

Answer:FALSE

Explanation:Lackofavailablemarketdataseemstocharacterizemostinternationalmarkets;advertisersneedinformationonincome,age,andgeographicdistribution,butsuchbasicdataseemchronicallyelusiveexceptinthelargestmarkets.Eventheattractivenessofglobaltelevision(satellitebroadcasts)isdiminishedsomewhatbecauseofthelackofmediaresearchavailable.

Difficulty:1Easy

Topic:FactorsThatInfluenceInternationalAdvertisingandPromotionStrategies

LearningObjective:16-06Theeffectoflimitedmedia,excessivemedia,andgovernmentregulationsonadvertisingandpromotionbudgets.

Bloom's:Remember

AACSB:Communication

Accessibility:KeyboardNavigation

28)Internationaladvertisersuseforeignnationalconsumermagazinesextensivelybecausetheyhavedependablecirculationfigures.

Answer:FALSE

Explanation:Theuseofforeignnationalconsumermagazinesbyinternationaladvertisershasbeennotablylowformanyreasons.Fewmagazineshavealargecirculationorprovidedependablecirculationfigures.

Difficulty:1Easy

Topic:FactorsThatInfluenceInternationalAdvertisingandPromotionStrategies

LearningObjective:16-06Theeffectoflimitedmedia,excessivemedia,andgovernmentregulationsonadvertisingandpromotionbudgets.

Bloom's:Remember

AACSB:AnalyticalThinking

Accessibility:KeyboardNavigation

29)Inthecontextofinternationaladvertising,searchengineshavenowbecomecrucialdirectorsofInternetusers'attention.

Answer:TRUE

Explanation:Thesheerproliferationofthenumberofwebsitesmakesitincreasinglydifficultforacustomertostumbleacrossaparticularpage.SearchengineshavenowbecomecrucialdirectorsofInternetusers'attention.

Difficulty:1Easy

Topic:FactorsThatInfluenceInternationalAdvertisingandPromotionStrategies

LearningObjective:16-06Theeffectoflimitedmedia,excessivemedia,andgovernmentregulationsonadvertisingandpromotionbudgets.

Bloom's:Remember

AACSB:Technology

Accessibility:KeyboardNavigation

30)Asadvertisingagencieshaveexpandedinternationally,localagencieshavevirtuallydisappeared.

Answer:FALSE

Explanation:Advertisingagencieshaveexpandedinternationallytoprovidesophisticatedagencyassistanceworldwide.LocalagenciesalsohaveexpandedasthedemandforadvertisingservicesbyMNCshasdeveloped.

Difficulty:1Easy

Topic:FactorsThatInfluenceInternationalAdvertisingandPromotionStrategies

LearningObjective:16-06Theeffectoflimitedmedia,excessivemedia,andgovernmentregulationsonadvertisingandpromotionbudgets.

Bloom's:Remember

AACSB:Communication

Accessibility:KeyboardNavigation

31)Mosttoymanufacturerswouldagreethattoyscannotbemarketedprofitablyincountrieswithoutcommercialtelevisionadvertisingdirectedtowardchildren.Inthisscenario,commercialtelevisionadvertisingexemplifiestheavailabilityofappropriate

A)demonstrations.

B)personalsellingservices.

C)directmailingservices.

D)publicrelations.

E)communicationchannels.

Answer:E

Explanation:Inmanymarkets,theavailabilityofappropriatecommunicationchannelstocustomerscandetermineentrydecisions.Forexample,mosttoymanufacturerswouldagreethattoyscannotbemarketedprofitablyincountrieswithoutcommercialtelevisionadvertisingdirectedtowardchildren.

Difficulty:2Medium

Topic:FactorsThatInfluenceInternationalAdvertisingandPromotionStrategies

LearningObjective:16-01Localmarketcharacteristicsthataffecttheadvertisingandpromotionofproducts.

Bloom's:Understand

AACSB:Communication

Accessibility:KeyboardNavigation

32)Integratedmarketingcommunicationsinclude

A)marketingmanagement.

B)researchanddevelopment.

C)humanresources.

D)logistics.

E)advertising.

Answer:E

Explanation:Integratedmarketingcommunications(IMC)arecomposedofadvertising,salespromotions,tradeshows,personalselling,directselling,andpublicrelations.

Difficulty:1Easy

Topic:FactorsThatInfluenceInternationalAdvertisingandPromotionStrategies

LearningObjective:16-01Localmarketcharacteristicsthataffecttheadvertisingandpromotionofproducts.

Bloom's:Remember

AACSB:Communication

Accessibility:KeyboardNavigation

33)Whatarethemajorcomponentsinthemarketingcommunicationsmixformostcompanies?

A)publicrelationsandadvertising

B)directsellingandtradeshows

C)advertisingandpersonalselling

D)publicrelationsandsalespromotions

E)directsellingandsalespromotions

Answer:C

Explanation:Formostcompanies,advertisingandpersonalsellingarethemajorcomponentsinthemarketingcommunicationsmix.

Difficulty:1Easy

Topic:FactorsThatInfluenceInternationalAdvertisingandPromotionStrategies

LearningObjective:16-01Localmarketcharacteristicsthataffecttheadvertisingandpromotionofproducts.

Bloom's:Remember

AACSB:Communication

Accessibility:KeyboardNavigation

34)Salespromotionsare

A)marketingactivitiesthatstimulateconsumerpurchasesandimproveretailerormiddlemeneffectivenessandcooperation.

B)long-termeffortsdirectedtoamanufacturerorsupplier.

C)composedofactivitiesthatencouragethepresstocoverpositivestoriesaboutcompanies.

D)ineffectiveinmarketswhereconsumersarehardtoreach.

E)theonlyelementofthemarketingmixthatareaffectedbyculturaldifferencesamongcountrymarkets.

Answer:A

Explanation:Salespromotionsaremarketingactivitiesthatstimulateconsumerpurchasesandimproveretailerormiddlemeneffectivenessandcooperation.Salespromotionsareshort-termeffortsdirectedtotheconsumerorretailertoachievespecificobjectives.

Difficulty:2Medium

Topic:FactorsThatInfluenceInternationalAdvertisingandPromotionStrategies

LearningObjective:16-02Thestrengthsandweaknessesofsalespromotionsandpublicrelationsinglobalmarketing.

Bloom's:Understand

AACSB:AnalyticalThinking

Accessibility:KeyboardNavigation

35)Salespromotionsareshort-termeffortsdirectedtotheconsumerorretailertoachievespecificobjectivessuchas

A)consumerproducttrialorimmediatepurchase.

B)reducingadvertisingexpenses.

C)discouragingstoresfromstockingaproduct.

D)eliminatingtheneedforretailpoint-of-purchasedisplays.

E)long-termperformanceofaproduct.

Answer:A

Explanation:Salespromotionsareshort-termeffortsdirectedtotheconsumerorretailertoachievesuchspecificobjectivesasconsumerproducttrialorimmediatepurchase,consumerintroductiontothestoreorbrand,gainingretailpoint-of-purchasedisplays,encouragingstorestostocktheproduct,andsupportingandaugmentingadvertisingandpersonalsalesefforts.

Difficulty:1Easy

Topic:FactorsThatInfluenceInternationalAdvertisingandPromotionStrategies

LearningObjective:16-02Thestrengthsandweaknessesofsalespromotionsandpublicrelationsinglobalmarketing.

Bloom's:Remember

AACSB:AnalyticalThinking

Accessibility:KeyboardNavigation

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

A)personalselling

B)salespromotions

C)contentmarketing

D)directselling

E)publicrelations

Answer:B

Explanation:Cents-off,in-storedemonstrations,samples,coupons,gifts,producttie-ins,contests,sweepstakes,sponsorshipofspecialeventssuchasconcerts,theOlympics,fairs,andpoint-of-purchasedisplaysaretypesofsalespromotiondevices.

Difficulty:2Medium

Topic:FactorsThatInfluenceInternationalAdvertisingandPromotionStrategies

LearningObjective:16-02Thestrengthsandweaknessesofsalespromotionsandpublicrelationsinglobalmarketing.

Bloom's:Understand

AACSB:AnalyticalThinking

Accessibility:KeyboardNavigation

37)Anespeciallyeffectivepromotionaltoolwhenaproductconceptisneworhasaverysmallmarketshareis

A)sponsorship.

B)sweepstakes.

C)productsampling.

D)contests.

E)producttie-ins.

Answer:C

Explanation:Anespeciallyeffectivepromotionaltoolwhentheproductconceptisneworhasaverysmallmarketshareisproductsampling.

Difficulty:1Easy

Topic:FactorsThatInfluenceInternationalAdvertisingandPromotionStrategies

LearningObjective:16-02Thestrengthsandweaknessesofsalespromotionsandpublicrelationsinglobalmarketing.

Bloom's:Remember

AACSB:AnalyticalThinking

Accessibility:KeyboardNavigation

38)Whichstatementbestdefinestheconceptofpublicrelations?

A)Itisthepracticeofusingthepublictopromoteacompany'sproductsthroughvehicleslikeblogs.

B)Itisthedirectsaleofgoodsatdiscount

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