Question 1

Dietrich Mateschitz,Red Bull's creator,stated "When we first started,we said that there is not an existing market for Red Bull." The reasons behind Red Bull's success include all of the following except:

Accepted Answer

A)  a market was created for Red Bull.
B)  a market segment was found with unmet needs.
C)  the blue-and-silver color on cans helped in Red Bull's popularity.
D)  orthodox advertising strategies were used with tactics.
E)  The Red Bulletin magazine helped in Red Bull's popularity.

Question 2

When MCI Communications first entered Latin America,it utilized expatriate Americans to work for them despite the high cost of doing so.

Accepted Answer

A) True 
 B)False

Question 3

It was found that Malaysians hesitate to use coupons due to the:

Accepted Answer

A)  lower power distance.
B)  higher uncertainty avoidance.
C)  fear of public embarrassment.
D)  impact of religion.
E)  general dislike for coupons.

Question 4

Direct marketing and mass marketing are becoming a very popular method for communicating with consumers.Giving reasons for their worldwide popularity,show the differences between direct and mass marketing.

Accepted Answer

Direct marketing is defined as any commu...

Question 5

Which of the following is not an advantage of using sales promotions?

Accepted Answer

A)  provides a tangible incentive to buyers
B)  provides accountability to marketing managers
C)  enables company to build its database
D)  builds long-term brand awareness
E)  develops relationship with customers

Question 6

When a company must decide on the composition of its foreign sales force,which alternative is generally the most expensive?

Accepted Answer

A)  expatriates
B)  third-country nationals
C)  host-country nationals
D)  agents of any nationality
E)  agents of host country

Question 7

A box of Crest toothpaste contains a coupon entitling the buyer to save 50 cents when purchasing a Crest toothbrush.What type of sales promotion does this represent?

Accepted Answer

A)  cross coupon
B)  product placement coupon
C)  trade promotion coupon
D)  freestanding coupon
E)  online coupon

Question 8

Negotiation requires both customer and the salesperson:

Accepted Answer

A)  to be persistent in their point of view.
B)  to be subjected to arm-twisting.
C)  to agree to disagree.
D)  to come away as winners.
E)  to come away as losers.

Question 9

The success of the Stratos project helps Red Bull by:

Accepted Answer

A)  having their logo on NASCAR cars.
B)  using YouTube as an effective marketing tool.
C)  standing out from a crowded field of competitors.
D)  utilizing free-standing inserts.
E)  personal selling.

Question 10

Direct marketing does not work well as a global marketing tool because it is not well suited to the task of addressing cultural differences among consumers.

Accepted Answer

A) True 
 B)False

Question 11

In fall 2002,a new Broadway production of Puccini's La Boheme was set in Paris circa 1957.The stage set included billboards for luxury pen maker Montblanc and Piper-Heidsieck champagne.This is an example of:

Accepted Answer

A)  consumer sales promotion.
B)  sampling.
C)  product placement.
D)  trade sales promotion.
E)  global awareness.

Question 12

Since market maturity can be different from country to country,consumer sampling and coupons are appropriate for mature markets.

Accepted Answer

A) True 
 B)False

Question 13

Basic issues for companies that sell globally are the composition of the sales force in terms of nationality.List choices that are available to companies for selecting a sales force.Outline advantages and disadvantages of each choice.

Accepted Answer

It is possible to utilize expatriate sal...

Question 14

A marketer of fine French cognac offers fancy cigar ashtrays as prizes to consumers who correctly solve a crossword puzzle.Which of the following most accurately describes this offer?

Accepted Answer

A)  price promotion
B)  nonprice promotion
C)  trade sales promotion
D)  sweepstakes promotion
E)  sampling

Question 15

Interactive television (ITV) allows viewers to see an ad in its entirety by pressing a remote button;to order products from home-shopping channels;or choose different camera angles,such as for sporting events.Comments by James Pennefather,brand manager for Smirnoff,UK,based on comparison of traditional TV ads to ITV features included all of the following except:

Accepted Answer

A)  "it allows viewers to interact with programming."
B)  "it is a lot more unproven."
C)  "it needs further testing."
D)  "it is a calculated risk."
E)  "it may or may not succeed."

Question 16

Worldwide spending on outdoor advertising amounts to about ________ of total ad spending.

Accepted Answer

A)  1 percent
B)  2 percent
C)  4 percent
D)  6 percent
E)  10 percent

Question 17

Describe how Red Bull's creator trusted his entrepreneurial instincts instead of relying on traditional marketing research to make it so globally successful.

Accepted Answer

Dietrich Mateschitz,Red Bull's creator,t...

Question 18

Kashani and Quelch identify four factors that contribute to more involvement of company headquarters in the sales promotion effort,which include all of the following except:

Accepted Answer

A)  cost.
B)  complexity.
C)  promotion.
D)  global branding.
E)  transnational trade.

Question 19

All of the following statements represent mass marketing except:

Accepted Answer

A)  the marketer typically loses control as the product is turned over to distribution channel intermediaries.
B)  repetition is used within the ad\offer.
C)  the customer perceives less risk due to direct contact with the product.Recourse is viewed as less distant.
D)  advertising is used for its cumulative effect over time to build image,awareness,loyalty,and benefit recall.
E)  purchase action by the customer is deferred.

Question 20

Product placement has reached the world of live theater and opera.The difference between product placement and other forms of promotion is:

Accepted Answer

A)  ethical concerns are not taken into account.
B)  viewers are being marketed to subliminally without their consent.
C)  products are focused showing different angles.
D)  prominent personalities add a message about the product.
E)  sponsors are recognized for their contribution.

Exam 14: Global Marketing Communications Decisions II: Sales Promotion, personal Selling, and Special Forms of Marketing Communication

It was found that Malaysians hesitate to use coupons due to the:

Correct Answer
verified

A marketer of fine French cognac offers fancy cigar ashtrays as prizes to consumers who correctly solve a crossword puzzle.Which of the following most accurately describes this offer?

Correct Answer
verified

Worldwide spending on outdoor advertising amounts to about ________ of total ad spending.

Correct Answer
verified

Product placement has reached the world of live theater and opera.The difference between product placement and other forms of promotion is:

Correct Answer
verified

Which of the following is not an advantage of using sales promotions?

Correct Answer
verified

Negotiation requires both customer and the salesperson:

Correct Answer
verified

Direct marketing and mass marketing are becoming a very popular method for communicating with consumers.Giving reasons for their worldwide popularity,show the differences between direct and mass marketing.

Correct Answer
verified
Direct marketing is defined as any commu...
View Answer

In fall 2002,a new Broadway production of Puccini's La Boheme was set in Paris circa 1957.The stage set included billboards for luxury pen maker Montblanc and Piper-Heidsieck champagne.This is an example of:

Correct Answer
verified

Since market maturity can be different from country to country,consumer sampling and coupons are appropriate for mature markets.

Correct Answer
verified

A box of Crest toothpaste contains a coupon entitling the buyer to save 50 cents when purchasing a Crest toothbrush.What type of sales promotion does this represent?

Correct Answer
verified

All of the following statements represent mass marketing except:

Correct Answer
verified

Dietrich Mateschitz,Red Bull's creator,stated "When we first started,we said that there is not an existing market for Red Bull." The reasons behind Red Bull's success include all of the following except:

Correct Answer
verified

When a company must decide on the composition of its foreign sales force,which alternative is generally the most expensive?

Correct Answer
verified

Direct marketing does not work well as a global marketing tool because it is not well suited to the task of addressing cultural differences among consumers.

Correct Answer
verified

Correct Answer
verified

Basic issues for companies that sell globally are the composition of the sales force in terms of nationality.List choices that are available to companies for selecting a sales force.Outline advantages and disadvantages of each choice.

Correct Answer
verified
It is possible to utilize expatriate sal...
View Answer

When MCI Communications first entered Latin America,it utilized expatriate Americans to work for them despite the high cost of doing so.

Correct Answer
verified

The success of the Stratos project helps Red Bull by:

Correct Answer
verified

Describe how Red Bull's creator trusted his entrepreneurial instincts instead of relying on traditional marketing research to make it so globally successful.

Correct Answer
verified
Dietrich Mateschitz,Red Bull's creator,t...
View Answer

Kashani and Quelch identify four factors that contribute to more involvement of company headquarters in the sales promotion effort,which include all of the following except:

Correct Answer
verified

Exam 14: Global Marketing Communications Decisions II: Sales Promotion, personal Selling, and Special Forms of Marketing Communication

It was found that Malaysians hesitate to use coupons due to the:

Correct AnswerverifiedShow Answer

A marketer of fine French cognac offers fancy cigar ashtrays as prizes to consumers who correctly solve a crossword puzzle.Which of the following most accurately describes this offer?

Correct AnswerverifiedShow Answer

Worldwide spending on outdoor advertising amounts to about ________ of total ad spending.

Correct AnswerverifiedShow Answer

Product placement has reached the world of live theater and opera.The difference between product placement and other forms of promotion is:

Correct AnswerverifiedShow Answer

Which of the following is not an advantage of using sales promotions?

Correct AnswerverifiedShow Answer

Negotiation requires both customer and the salesperson:

Correct AnswerverifiedShow Answer

Direct marketing and mass marketing are becoming a very popular method for communicating with consumers.Giving reasons for their worldwide popularity,show the differences between direct and mass marketing.

Correct AnswerverifiedDirect marketing is defined as any commu...View AnswerShow Answer

In fall 2002,a new Broadway production of Puccini's La Boheme was set in Paris circa 1957.The stage set included billboards for luxury pen maker Montblanc and Piper-Heidsieck champagne.This is an example of:

Correct AnswerverifiedShow Answer

Since market maturity can be different from country to country,consumer sampling and coupons are appropriate for mature markets.

Correct AnswerverifiedShow Answer

A box of Crest toothpaste contains a coupon entitling the buyer to save 50 cents when purchasing a Crest toothbrush.What type of sales promotion does this represent?

Correct AnswerverifiedShow Answer

All of the following statements represent mass marketing except:

Correct AnswerverifiedShow Answer

Dietrich Mateschitz,Red Bull's creator,stated "When we first started,we said that there is not an existing market for Red Bull." The reasons behind Red Bull's success include all of the following except:

Correct AnswerverifiedShow Answer

When a company must decide on the composition of its foreign sales force,which alternative is generally the most expensive?

Correct AnswerverifiedShow Answer

Direct marketing does not work well as a global marketing tool because it is not well suited to the task of addressing cultural differences among consumers.

Correct AnswerverifiedShow Answer

Correct AnswerverifiedShow Answer

Basic issues for companies that sell globally are the composition of the sales force in terms of nationality.List choices that are available to companies for selecting a sales force.Outline advantages and disadvantages of each choice.

Correct AnswerverifiedIt is possible to utilize expatriate sal...View AnswerShow Answer

When MCI Communications first entered Latin America,it utilized expatriate Americans to work for them despite the high cost of doing so.

Correct AnswerverifiedShow Answer

The success of the Stratos project helps Red Bull by:

Correct AnswerverifiedShow Answer

Describe how Red Bull's creator trusted his entrepreneurial instincts instead of relying on traditional marketing research to make it so globally successful.

Correct AnswerverifiedDietrich Mateschitz,Red Bull's creator,t...View AnswerShow Answer

Kashani and Quelch identify four factors that contribute to more involvement of company headquarters in the sales promotion effort,which include all of the following except:

Correct AnswerverifiedShow Answer

Correct Answer
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verified
Direct marketing is defined as any commu...
View Answer

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Correct Answer
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Correct Answer
verified
It is possible to utilize expatriate sal...
View Answer

Correct Answer
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Correct Answer
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Correct Answer
verified
Dietrich Mateschitz,Red Bull's creator,t...
View Answer

Correct Answer
verified