Q&A Hero

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 allows a consumer to take advantage of testing a product without paying for it? a. contest or sweepstake b. coupon c. loss leader program d. sampling e. market-based promotions

Q: Which of the following presents a consumer with an immediate price break, expressed as a percentage of the price at the time of purchase? a. contest or sweepstake b. premium c. loss leader d. price-off promotion e. market-based promotions

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: When Dubais Center Centre Mall rewarded customers who spent at least 300 AED with lottery numbers that could be used to potentially win a prize, the center was using which of the following techniques? a. contests and sweepstakes b. premiums c. rebates d. loss leaders e. market-based promotions

Q: Which of the following incur the additional expense of providing extra merchandise at a standard price? a. premiums b. bonus packs c. rebates d. loss leaders 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: A gift inside a cereal box is a(n) ______. a. coupon b. premium c. bonus pack d. instant redemption prize e. contest prize

Q: The most recent trend in couponing is the use of ______. a. print media b. direct mail c. on-package d. scanner delivered e. electronic delivered by mobile phone

Q: A price discount in the form of a printed or electronic certificate is a ______. a. coupon b. premium c. bonus pack d. contest e. sweepstakes

Q: Types of coupons used in international sales promotions include all the following EXCEPT ______. a. print media b. direct mail c. on package d. storefront e. response offer

Q: International consumer promotions include all of the following EXCEPT ______. a. coupons b. premiums c. bonus packs d. contests and sweepstakes e. point-of-purchase displays

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: The use of which of the following has waned in the United States, even though the technique continues to be an effective promotional technique in other parts of the world? a. direct mail b. consumer promotions c. trade promotions d. direct marketing campaigns e. market-based promotions

Q: Which of the following focuses on stimulating product demand at the consumer level? a. channel strategy b. push strategy c. pull strategy d. promotional strategy e. market-based promotions

Q: Which of the following occurs when an international marketer promotes a product to intermediaries? a. channel strategy b. push strategy c. pull strategy d. promotional strategy e. market-based promotions

Q: Which of the following consist of trade allowances, trade contests, trade shows, and point-of-purchase materials? a. sales promotions b. consumer promotions c. trade promotions d. channel promotions e. market-based promotions

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: Marketing activities that are designed to stimulate consumer and marketing channel demand for a product or service are ______. 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 various forms of international trade promotions that are presented in the text. What are some advantages of each type? What disadvantages can you think of?

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: Describe the difference between international push strategies and pull strategies. In what ways are they similar? In what ways are they different?

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: Featuring an energy drink at a hip-hop concert is an example of event marketing. a. True b. False

Q: A stakeholder is a person or group with a vested interest in an organization's activities. a. True b. False

Q: The two primary activities conducted by the public relations department include addressing negative publicity and promoting positive publicity and image-enhancing events. a. True b. False

Q: Training programs can improve relationships between manufacturers and retail companies. a. True b. False

Q: Training programs have been positively correlated with increased sales and productivity. a. True b. False

Q: Cooperative advertising arrangements help to spread the risk of promotion between an international marketer and an intermediary. a. True b. False

Q: Slotting fees are associated with retailermanufacturer relationships. a. True b. False

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: Bill-back allowances increase a manufacturer's reach by creating incentives for additional marketing activities. a. True b. False

Q: Trade shows are always attended by top company executives. a. True b. False

Q: The majority of international Internet users visit social networking sites regularly. a. True b. False

Q: Sampling can be an effective method of increasing short-term sales. a. True b. False

Q: Price-off promotions reduce company revenues per sale. a. True b. False

Q: A recent study indicated that Chinese consumers do not respond positively to rebates. a. True b. False

Q: Sweepstakes require a purchase to enter. a. True b. False

Q: Sweepstakes rely on a chance drawing of names, while contests rely on some type of consumer skill. a. True b. False

Q: Consumer acceptance of premiums varies greatly by culture. a. True b. False

Q: Coupons work to stimulate the immediate sale of a product. a. True b. False

Q: Reactions to mobile couponing vary greatly by region or country. a. True b. False

Q: The Internet and electronic media can now be used to deliver coupons. a. True b. False

Q: International trade promotions include trade shows, cooperative advertising, and coupons. a. True b. False

Q: International consumer promotions include coupons, premiums, and trade shows. a. True b. False

Q: One objective of international consumer promotions is to maintain market share. a. True b. False

Q: One objective of international consumer promotions is to pre-empt competitive actions. a. True b. False

Q: Typically it is not important to set objectives for trade promotions, but rather to respond to competitive offers. a. True b. False

Q: International marketers often find that consumer promotions that do not work well in one country do work well in others. a. True b. False

Q: Reaching international consumers who do not have access to traditional media continues to be a problem for international marketers. a. True b. False

Q: Advertising clutter is not a significant problem in international markets. a. True b. False

Q: International retailers have gained in channel power in recent years. a. True b. False

Q: International media audiences have become increasingly fragmented in recent years. a. True b. False

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: Pull strategies are generally aimed at channel intermediaries first, followed by ultimate consumers. a. True b. False

Q: Push strategies are generally aimed at ultimate consumers first, followed by channel intermediaries. a. True b. False

Q: Differences in motivation, consumer behaviors, and decision-making processes are considered when international sales promotion campaigns are developed. a. True b. False

Q: Cultural differences have little impact on international sales promotions. a. True b. False

Q: International trade promotions are an important part of international marketing campaigns. a. True b. False

Q: International sales promotions continue to grow in popularity in international marketing. a. True b. False

Q: International sales promotions efforts aim at stimulating demand across national or cultural boundaries. a. True b. False

Q: Trade promotions are aimed at intermediaries. a. True b. False

Q: Consumer promotions are aimed at retail consumers. a. True b. False

Q: Sales promotions take two major forms: consumer promotions and trade promotions. a. True b. False

Q: Advertising a product to a group of potential retail consumers is an example of which of the following strategies? a. pull strategy b. push strategy c. stealth promotion strategy d. lifestyle strategy e. market-based promotion

Q: Which of the following are promotions that are aimed at marketing intermediaries? a. trade promotions b. channel promotions c. consumer promotions d. marketing promotions e. market-based promotions

Q: Which of the following are promotions that are aimed at retail customers? a. trade promotions b. channel promotions c. consumer promotions d. marketing promotions e. market-based promotions

Q: Which of the following involves identifying false statements about a company online and responding to them? a. buzz marketing b. guerrilla marketing c. internet interventions d. public relations e. market-based promotions

Q: Sagami Rubber Industries of Japan sponsors music events and helps create consumer awareness of various diseases, which is an example of ______. a. cause-related marketing b. guerrilla marketing c. stealth marketing d. event marketing e. market-based promotions

Q: Swedish giant, Ericsson, supports and sponsors the Swedish Paralympic Team as part of which type of campaign? a. cause-related marketing b. guerrilla marketing c. stealth marketing d. event marketing e. market-based promotion

Q: Which of the following uses marketing techniques to connect with buyers through specific live events including concerts, performance, or festivals to promote a product or brand? a. sponsorship b. guerrilla marketing campaign c. stealth marketing d. event marketing e. market-based promotions

Q: Which of the following creates an agreement between a marketing organization and an individual, team, or landmark? a. sales promotion campaign b. creative brief c. marketing agreement d. sponsorship e. market-based promotions

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: Which of the following involves a company taking credit for a positive event outcome? a. enhancing b. entitling c. expanding d. extorting e. explaining

Q: Which of the following involves reacting to negative events caused by a company's mistake, consumer grievances, or unjustified or false claims? a. public relations b. damage control c. corporate communications d. marketing communications e. market-based promotions

Q: External stakeholders for a company include all of the following EXCEPT ______. a. unions b. shareholders c. media d. customers e. managers

Q: Which of the following involves the management of communications with all organizational stakeholders? a. public relations b. marketing c. advertising d. channel communication e. market-based promotions

Q: Which of the following are often considered to be trade promotions given that they assist retailers in selling a product? a. coupons b. point-of-purchase materials c. rebates d. refunds e. market-based promotions