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| 1 | |
According to the text, income levels, employment rates, educational levels, and occupation distribution are all part of a nation's _____ environment. |
| | A) | geographic |
| | B) | economic |
| | C) | demographic |
| | D) | cultural |
| | E) | political/legal |
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| 2 | |
Cleanliness is extremely important in Japan. It is not unusual for a Japanese citizen who is giving money as a gift to wash it before presenting it. The importance of cleanliness is an example of a(n): |
| | A) | cultural values |
| | B) | ethical attitudes |
| | C) | learned perceptions |
| | D) | ethical perceptions |
| | E) | cognitive responses |
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| 3 | |
According to policies of the Malaysian government, "Advertisements must not project or promote an excessively aspirational lifestyle." This policy would be part of the _____ for a company wanting to promote its products in the Southeast Asia country. |
| | A) | geographic |
| | B) | economic |
| | C) | demographic |
| | D) | cultural |
| | E) | political/legal |
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| 4 | |
One advantage of global marketing and global advertising is: |
| | A) | higher marketing and advertising costs |
| | B) | economies of scale in production and distribution |
| | C) | inability to coordinate and control marketing and promotional programs |
| | D) | how unimportant the development and introduction of new products becomes |
| | E) | all of the above |
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| 5 | |
The fact Switzerland is admired worldwide for its methodical precision and its trustworthiness explains why the Swiss banking industry: |
| | A) | adopted a localized strategy |
| | B) | should not use a globalization strategy |
| | C) | should ignore international marketing environments when expanding their businesses |
| | D) | was an appropriate product to globalize |
| | E) | can count on success regardless of the economic environment |
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| 6 | |
Breathe Right nasal strips were first introduced to help athletes take in more oxygen and later found to control snoring. CNS, Inc. the U.S. company that first introduced the nasal strips, has been successful in the U.S. and in implementing a globalization strategy. Which of the following statements best describes the success of the company's globalization strategy? |
| | A) | The product was new to the market and not steeped in the cultural heritage of the U.S. |
| | B) | The product required informative appeals, which explained in detail the product and its uses. |
| | C) | The product appealed to a demographic segment that has differing interests, tastes, needs, and values. |
| | D) | The product uses an internationally-understood sexual appeal. |
| | E) | The United States has a reputation for low-tech problem-solving. |
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| 7 | |
Most global marketers use a strategy called _____ in which themes, copy, and visual elements are adapted for local markets. |
| | A) | nationalistic advertising |
| | B) | localized formatting |
| | C) | pattern advertising |
| | D) | format advertising |
| | E) | ad standardization |
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| 8 | |
Shiseido, a Japanese manufacturer of cosmetics and toiletries, markets its products in most Asian countries. It has found cultural differences require it to develop separate advertising and promotional strategies for countries and even for the regions within China. What kind of organization structure is Shiseido using? |
| | A) | centralized |
| | B) | decentralized |
| | C) | pattern |
| | D) | globalized |
| | E) | matrix |
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| 9 | |
Advertising executives state the major reason for the consolidation of all advertising activities with one agency instead of the use of several small localized agencies is due to: |
| | A) | the disappearance of cultural values |
| | B) | the disappearance of nationalism |
| | C) | a growing fluency with pattern advertising |
| | D) | the ability to communicate and manage globally |
| | E) | the disappearance of small and medium-sized agencies |
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| 10 | |
The criteria a company should use for selecting an ad agency to handle international advertising includes: |
| | A) | relative cost of the company's advertising department and agency |
| | B) | quality of agency work |
| | C) | level of communication and control desired by company |
| | D) | size of company's international business |
| | E) | all of the above |
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| 11 | |
Shiseido, a Japanese manufacturer of cosmetics and toiletries, markets its products in most Asian countries. Shiseido developed the Aupres brand specifically for its entry into the Chinese market. Aupres brand cosmetics and toiletries contain traditional herbal remedies. This product modification indicates Shisiedo will also use a _____ to reach this vast market. |
| | A) | global marketing strategy |
| | B) | sales promotion tactic |
| | C) | global public relations strategy |
| | D) | localized advertising strategy |
| | E) | centralized marketing strategy |
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| 12 | |
The main incentive for the growth of _____ has been the severely limited program choices and advertising opportunities available on government controlled television stations. |
| | A) | direct broadcast by satellite (DBS) systems |
| | B) | interactive media |
| | C) | the growth of cable television |
| | D) | support media |
| | E) | English as a universal language |
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| 13 | |
In 2001, Burger King outlets in the United Kingdom offered teens four different CD singles by four popular British acts with the purchase of a kid's meal. This is an example of an international: |
| | A) | advertising |
| | B) | trade promotion |
| | C) | public relations activity |
| | D) | unbundling practice |
| | E) | sales promotion |
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| 14 | |
When developing an international sales promotion program, marketers need to specifically consider: |
| | A) | organizational structure |
| | B) | mission statement modifications |
| | C) | consumer perceptions of promotional tools |
| | D) | the impact of dyadic media |
| | E) | media overlap |
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| 15 | |
A newspaper article about the low prices on McDonald's hamburgers in the Japanese market and how these low prices have resulted in decreased sales volume is an example of international: |
| | A) | advertising |
| | B) | trade promotion |
| | C) | public relations |
| | D) | direct marketing |
| | E) | sales promotion |
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