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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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