全球营销chap112 test answers.docx
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全球营销chap112testanswers
Chapter11–GlobalMarketingCommunicationDecisionsII:
SalesPromotion,PersonalSellingandSpecialFormsofMarketingCommunication
True/False
1.Salespromotioncanbedefinedasashort-term,paidmarketingcommunicationprogramthataddstangiblevaluetoaproduct.
a.True(page472,easy)
b.False
2.Salespromotionprogramscanbedesignedtotargetconsumersaswellasdistributorsandretailers.
a.True(page472,easy)
b.False
3.AmarketeroffineFrenchcognacoffersafancycigarashtraytopersonswhocorrectlysolveacrosswordpuzzleandmailitin.Thisisanexampleofatradepromotion.
a.True
b.False(page472,medium)
4.AmarketeroffineFrenchcognacoffersafancycigarashtraytopersonswhofillinthecorrectanswerstoacrosswordpuzzleandmailitin.Thisisanexampleofapricepromotion.
a.True
b.False(page472,medium)
5.TheCoca-ColaCompanyrecentlyofferedeachMcDonald'sUKfranchiseesseveralhundredsofgallonsoffreesoftdrinksyrupiftheyagreedtoserveonlyCoca-Colabeverages.Thisactionisanexampleofatradepromotion.
a.True(page472,medium)
b.False
6.InarecentconsumerpromotioninHongKong,theCoca-ColaCompanygaveCokeLitedrinkersthechancetowinanexpensivediamond.ThepromotionwassupportedwithTVandprintadsaswellasviaCokeLite’sHongKongWebsite.Thisisanexampleofintegratedmarketingcommunications.
a.True(page472,easy)
b.False
7.Overall,salespromotiontoolssuchascouponsareusedlessfrequentlyasconsumerproductscompaniesincreasebudgetallocationsformediaadvertising.
a.True
b.False(pp.472-473,medium)
8.Salespromotionprogramscanbedesignedtoenablecompaniesaddtoconsumerinformationtotheirdatabases.
a.True(page473,medium)
b.False
9.KashaniandQuelchnotethatmergersandacquisitionshaveresultedinincreasedconcentrationintheretailingindustry.Oneimplicationofthistrendisincreasedrelianceoncentralizedcontrolofpromotionalprogramformulation.
a.True(pp.473-474,hard)
b.False
10.Inalow-incomecountry,freesamplesarelikelytobemoreaeffectivepromotionaltoolthancouponsoron-packpremiums.
a.True(page474,medium)
b.False
11.Whendesigningsalespromotionprograms,marketersshouldkeepinmindthatthemostfundamentalthingconsumerswanttodoistrybeforetheybuy.
a.True(page474,medium)
b.False
12.Theuseofcouponsasapromotiontoolisgovernedbyuniformregulationsthroughouttheworld.
a.True
b.False(pp.475-476,medium)
13.Japaneseconsumersareavidusersofyen-offcoupons.
a.True
b.False(pp.475-476,medium)
14.Insomedevelopingcountries,consumersarereluctanttobuyfull-sizedpackagesofunfamiliarimportedproducts.Insuchamarketingenvironment,samplingisanappropriatepromotionalstrategy.
a.True(pp.475-476,medium)
b.False
15.Asasalespromotiontechnique,couponingisequallypopularinEuropeandtheUnitedStates.
a.True
b.False(pp.475-476,medium)
16.Comparedwithothermarketingpromotiontechniques,samplingismorelikelytoresultinactualproducttrial.
a.True(page476,easy)
b.False
17.IntheUnitedStates,consumersredeemabout25percentofthetotalnumberofcouponsissuedeachyear.
a.True
b.False(page476,medium)
18.“Pointofuse”productsamplingisgaininginpopularityamongmarketers.
a.True(page476,easy)
b.False
19.IntheUnitedStatesandGreatBritain,mailisprimaryvehiclefordistributingcouponstoconsumers.
a.True
b.False(page476,easy)
20.IntheUnitedStatesandGreatBritain,newspapersaretheprimaryvehiclefordistributingcouponstoconsumers.
a.True(page476,easy)
b.False
21.MalaysiaisanexampleofaMuslimcountrywhereconsumersavoidsweepstakespromotionsbecauseIslamforbidspeoplefromgambling.
a.True
b.False(page477,medium)
22.Incountrieswithlownewspaperreadership,largenumbersofconsumersmaybeunawareofacoupon-basedsalespromotioneffort.
a.True(page477,medium)
b.False
23.WhenMCICommunicationsfirstenteredLatinAmerica,itdidsobyutilizinglow-costlocalsalespersonnel.
a.True(pp.479-480,medium)
b.False
24.WhenMCICommunicationsfirstenteredLatinAmerica,itutilizedexpatriateAmericansdespitethehighcostofdoingso.
a.True
b.False(pp.479-480,medium)
25.Anexpatriateisapersonwhohasbeensentfromhisorherhomecountrytoworkabroad.
a.True(page480,easy)
b.False
26.Relationshipmarketing—i.e.,anemphasisondevelopinglong-termrelationshipswithcustomers—hasbeenembracedbymanyU.S.companies.
a.True(page482,medium)
b.False
27.TheU.S.-style"I'lldowhateverittakestogetyourbusiness"hasproventobeasuccessfulsellingapproachthroughouttheworld.
a.True
b.False(page482,medium)
28.Buildingrapportandtrustwithcustomersispartofasalesrepresentative'srelationshipstrategy.
a.True(page482,medium)
b.False
29.Acommitmenttothemarketingconceptandadesiretoserveasaproblemsolverwhenhelpingcustomersispartofasalesrepresentative'spersonalsellingphilosophy.
a.True(page482,medium)
b.False
30.Inpersonalselling,thegoalofnegotiationshouldbetoensurethatboththecustomerandthesalespersoncomeawayfromthepresentationaswinners.
a.True(page482,medium)
b.False
31.Thefinalstepinthe6-stepsalespresentationplanisclosingthesale.
a.True
b.False(page483,medium)
32.U.S.-stylenegotiationtacticsareunderstoodandacceptedthroughouttheworld.
a.True
b.False(pp.483-484,medium)
33.Ethnocentriccompaniesarelikelytouseanexpatriatesalesforceincountriesatalllevelsofeconomicdevelopment.
a.True(pp.485-486,hard)
b.False
34.Incompanieswhereapolycentricmanagementorientationprevails,host-countrynationalswillbeusedinmostsellingsituationswiththeexceptionofhigh-techproductssoldindevelopedcountries.
a.True(pp.485-486,hard)
b.False
35.Acompanywitharegiocentricorientationislikelytoutilizethird-countrynationalsforitssalesforceinlessdevelopedcountries.
a.True(pp.485-486,hard)
b.False
36.“Highcost”and“highturnover”aretwodisadvantagestousinganexpatriatesalesforce.
a.True(page486,medium)
b.False
37.Theapproachknownasone-to-onemarketingissimilartothenotionofcustomerrelationshipmanagement(CRM).
a.True(p.488,medium)
b.False
38.Generallyspeaking,consumersviewdirectmarketingasentailingahigherlevelofriskthantraditionalmassmarketing.
a.True(page489,medium)
b.False
39.Directmarketingdoesnotworkwellasaglobalmarketingtoolbecauseitisnotwellsuitedtothetaskofaddressingculturaldifferencesamongconsumers.
a.True
b.False(page489,medium)
40.Germanyleadsworldintermsofamountofdirectmailreceivedpercapita.
a.True
b.False(pp.489-490,hard)
41.Europeishometoawell-developedmailinglistindustrytosupporttheactivitiesofdirectmailmarketers.
a.True
b.False(pp.489-490,hard)
42.GermanyleadstherestofEuropeintermsofpercapitamailordersales.
a.True
b.False(pp.489-490,hard)
43.Nestlé'suseofdirectmailaspartofamarketingeffortpromotingFriskiescatfoodinMalaysiaresultedinfailure.
a.True
b.False(page491,medium)
44.OnekeytoPatagonia'ssuccesswithcatalogsellinginJapanwaspublishingJapaneselanguagecatalogs.
a.True(pp.492-493,medium)
b.False
45.InEurope,GreatBritainistheleaderintheuseofinteractiveTVasadirectmarketingchannel.
a.True(page493,medium)
b.False
46.Thelargestshareofsponsorshippromotiondollarsisspentonsportsevents.
a.True(page495,easy)
b.False
MultipleChoice
47.AmarketeroffineFrenchcognacoffersfancycigarashtraysasprizestoconsumerswhocorrectlysolveacrosswordpuzzle.Whichofthefollowingmostaccuratelydescribesthisoffer:
a.pricepromotion
b.non-pricepromotion(page472,medium)
c.tradesalespromotion
d.sweepstakespromotion
48.WhichofthefollowingisNOTanadvantageofusingsalespromotions:
a.providesatangibleincentivetobuyers
b.providesaccountabilitytomarketingmanagers
c.enablescompanytobuilditsdatabase
d.buildslong-termbrandawareness(page472,medium)
49.Whichofthefollowingtrendsisconsistentwitharelativelyhighlevelofheadquartersinvolvementinsalespromotions:
a.higherproportionofmarketingbudgetallocatedtosalespromotionactivities
b.needformanagerialskillswithpromotionformulationandimplementation
c.strongglobalbrand
d.increasedretailconcentrationandconsolidation
e.alloftheabove(page474,medium)
50.Whichpromotionaltechniqueisbestsuitedtoasituationinwhichacompanywantsconsumerstoactuallytryitsproduct:
a.sampling(page474,medium)
b.sweepstakes
c.couponing
d.free-standinginserts
51.Dependingonindividualcountryregulations,whichofthefollowingmethodsmaybeavailablefordistributingcouponstoconsumers:
a.mail
b.onproductpackages
c.insideproductpackages
d.innewspapers
e.alloftheabove(page475,medium)
52.AboxofCresttoothpastecontainsacouponentitlingthebuyertosave50centswhenpurchasingaCresttoothbrush.Whattypeofsalespromotiondoesthisrepresent:
a.crosscoupon(page476,medium)
b.productplacementcoupon
c.tradepromotioncoupon
d.free-standingcoupon
53.ConsumersintheUnitedStatesredeempproximatelywhatpercentageofcouponsissuedeachyear.
a.lessthan5percent(page476,medium)
b.25-30percent
c.45-50percent
d.morethan60percent
54.Whichofthefollowingisnotoneofthesteps