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Question
List and describe the five steps involved with developing an international advertising program.
Answer
Varies
Related questions
Q:
A payment that is made by an international marketer in order to secure shelf space in a store is referred to as which of the following?
a. bill-back fee
b. shelving fee
c. promotional fee
d. slotting fee
e. placement fee
Q:
Which type of consumer uses price as the only purchase criterion?
a. promotion prone
b. price sensitive
c. brand loyal
d. preferred brand
e. deal prone
Q:
Which does sampling encourage?
a. testing a product
b. repeat purchases
c. referrals to peers
d. entries into contests
e. recall of the brand name
Q:
Which of the following require consumers to mail a form or certificate to a marketer along with a proof of purchase?
a. contest or sweepstake
b. premium
c. rebate
d. loss leader
e. market-based promotions
Q:
Which of the following is an item offered as a reward for purchasing another item?
a. premium
b. bonus pack
c. rebate
d. loss leader
e. market-based promotions
Q:
Which of the following is NOT a common goal of consumer promotions in international marketing?
a. obtain trial usage of a product
b. increase consumption of an existing brand
c. build brand loyalty
d. pre-empt competitive efforts
e. reduce direct selling costs
Q:
Which of the following include coupons, sweepstakes, refunds and rebates, premiums, bonus packs, price-off programs, and samples?
a. sales promotions
b. consumer promotions
c. trade promotions
d. channel promotions
e. market-based promotions
Q:
Discuss the various types of trade allowances that are discussed in the text, including off-invoice allowances, bill-back programs, and slotting allowances and how they apply to international marketing promotions.
Q:
Discuss the differences between price-sensitive consumers, brand-loyal consumers, and preferred-brand consumers. How should each of these groups be targeted by an international consumer promotion campaign?
Q:
List and describe the various forms of international consumer promotions that are presented in the text. Discuss the various advantages and disadvantages of each form of consumer promotion.
Q:
In international markets, manufacturers will be inclined to pay slotting fees only when company leaders have a great deal of confidence about a product's potential.
a. True
b. False
Q:
Sampling can be an effective method of increasing short-term sales.
a. True
b. False
Q:
A recent study indicated that Chinese consumers do not respond positively to rebates.
a. True
b. False
Q:
International marketers use direct strategies when they sell a product directly to their customers without the use of intermediaries.
a. True
b. False
Q:
Which of the following is NOT a stage in the international negotiation process?
a. preparation
b. relationship building
c. information gathering
d. qualifying
e. closing the deal
Q:
International mass media advertising budgets have gradually increased over the past decades.
a. True
b. False
Q:
The use of international consumer promotions has declined in recent years due to the proliferation of the Internet and direct marketing availability.
a. True
b. False
Q:
Sales promotions take two major forms: consumer promotions and trade promotions.
a. True
b. False
Q:
Which of the following emphasizes the value of an outcome in a public relations campaign?
a. enhancement
b. entitlement
c. expansion
d. extortion
e. explaining
Q:
What term describes an arrangement in which a manufacturer agrees to pay for part of the advertising expenses for a retailer in exchange for promoting a specific product or products?
a. display advertising
b. promotional advertising
c. cooperative advertising
d. trade advertising
e. market-based promotions
Q:
One common criticism of international advertising is that advertising overemphasizes materialism.
a. True
b. False
Q:
Successful international guerrilla marketing programs generally take advantage of multiple media formats.
a. True
b. False
Q:
The executional framework is the manner in which an advertising appeal and message strategy is delivered.
a. True
b. False
Q:
Affective message strategies are designed to lead directly to a consumer response, such as a store visit or purchase.
a. True
b. False
Q:
Cultures with high degrees of power distance often experience advertising with verbal and direct power claims.
a. True
b. False
Q:
Renren is a popular social networking website for Chinese consumers.
a. True
b. False
Q:
Recency theory suggests that it takes three encounters with a message before a viewer will notice and recall it.
a. True
b. False
Q:
Two levels of communication exist in organizations: individual interpersonal communication and communication systems.
a. True
b. False
Q:
Buzz marketing stages include which of the following three stages?
a. inoculation, incubation, and reflection
b. incubation, inflection, and infection
c. inoculation, inflection, and infestation
d. inoculation, incubation, and infection
e. inoculation, infestation, and ingestion
Q:
As discussed in the text, alternative marketing programs in international marketing include all of the following EXCEPT ______.
a. buzz marketing
b. guerrilla marketing
c. product placements
d. branded entertainment
e. web-rated campaigning