全球营销chap112 test answers.docx

1、全球营销chap112 test answersChapter 11 Global Marketing Communication Decisions II:Sales Promotion, Personal Selling and Special Forms of Marketing Communication True/False1. Sales promotion can be defined as a short-term, paid marketing communication program that adds tangible value to a product.a. Tru

2、e (page 472, easy)b. False2. Sales promotion programs can be designed to target consumers as well as distributors and retailers.a. True (page 472, easy)b. False3. A marketer of fine French cognac offers a fancy cigar ashtray to persons who correctly solve a crossword puzzle and mail it in. This is a

3、n example of a trade promotion.a. Trueb. False (page 472, medium)4. A marketer of fine French cognac offers a fancy cigar ashtray to persons who fill in the correct answers to a crossword puzzle and mail it in. This is an example of a price promotion.a. Trueb. False (page 472, medium)5. The Coca-Col

4、a Company recently offered each McDonalds UK franchisees several hundreds of gallons of free soft drink syrup if they agreed to serve only Coca-Cola beverages. This action is an example of a trade promotion.a. True (page 472, medium)b. False6. In a recent consumer promotion in Hong Kong, the Coca-Co

5、la Company gave Coke Lite drinkers the chance to win an expensive diamond. The promotion was supported with TV and print ads as well as via Coke Lites Hong Kong Web site. This is an example of integrated marketing communications.a. True (page 472, easy)b. False7. Overall, sales promotion tools such

6、as coupons are used less frequently as consumer products companies increase budget allocations for media advertising.a. Trueb. False (pp. 472-473, medium)8. Sales promotion programs can be designed to enable companies add to consumer information to their databases.a. True (page 473, medium)b. False9

7、. Kashani and Quelch note that mergers and acquisitions have resulted in increased concentration in the retailing industry. One implication of this trend is increased reliance on centralized control of promotional program formulation.a. True (pp. 473-474, hard)b. False10. In a low-income country, fr

8、ee samples are likely to be more a effective promotional tool than coupons or on-pack premiums.a. True (page 474, medium)b. False11. When designing sales promotion programs, marketers should keep in mind that the most fundamental thing consumers want to do is try before they buy.a. True (page 474, m

9、edium)b. False12. The use of coupons as a promotion tool is governed by uniform regulations throughout the world.a. Trueb. False (pp. 475-476, medium)13. Japanese consumers are avid users of yen-off coupons.a. Trueb. False (pp. 475-476, medium)14. In some developing countries, consumers are reluctan

10、t to buy full-sized packages of unfamiliar imported products. In such a marketing environment, sampling is an appropriate promotional strategy.a. True (pp. 475-476, medium)b. False15. As a sales promotion technique, couponing is equally popular in Europe and the United States.a. Trueb. False (pp. 47

11、5-476, medium)16. Compared with other marketing promotion techniques, sampling is more likely to result in actual product trial.a. True (page 476, easy)b. False17. In the United States, consumers redeem about 25 percent of the total number of coupons issued each year.a. Trueb. False (page 476, mediu

12、m)18. “Point of use” product sampling is gaining in popularity among marketers.a. True (page 476, easy)b. False 19. In the United States and Great Britain, mail is primary vehicle for distributing coupons to consumers.a. Trueb. False (page 476, easy)20. In the United States and Great Britain, newspa

13、pers are the primary vehicle for distributing coupons to consumers.a. True (page 476, easy)b. False21. Malaysia is an example of a Muslim country where consumers avoid sweepstakes promotions because Islam forbids people from gambling.a. Trueb. False (page 477, medium)22. In countries with low newspa

14、per readership, large numbers of consumers may be unaware of a coupon-based sales promotion effort.a. True (page 477, medium)b. False23. When MCI Communications first entered Latin America, it did so by utilizing low-cost local sales personnel.a. True (pp. 479-480, medium)b. False24. When MCI Commun

15、ications first entered Latin America, it utilized expatriate Americans despite the high cost of doing so.a. Trueb. False (pp. 479-480, medium)25. An expatriate is a person who has been sent from his or her home country to work abroad.a. True (page 480, easy)b. False26. Relationship marketing i.e., a

16、n emphasis on developing long-term relationships with customers has been embraced by many U.S. companies.a. True (page 482, medium)b. False27. The U.S.-style Ill do whatever it takes to get your business has proven to be a successful selling approach throughout the world.a. Trueb. False (page 482, m

17、edium)28. Building rapport and trust with customers is part of a sales representatives relationship strategy.a. True (page 482, medium)b. False29. A commitment to the marketing concept and a desire to serve as a problem solver when helping customers is part of a sales representatives personal sellin

18、g philosophy.a. True (page 482, medium)b. False30. In personal selling, the goal of negotiation should be to ensure that both the customer and the salesperson come away from the presentation as winners.a. True (page 482, medium)b. False31. The final step in the 6-step sales presentation plan is clos

19、ing the sale.a. Trueb. False (page 483, medium)32. U.S.-style negotiation tactics are understood and accepted throughout the world.a. Trueb. False (pp. 483-484, medium)33. Ethnocentric companies are likely to use an expatriate sales force in countries at all levels of economic development.a. True (p

20、p. 485-486, hard)b. False34. In companies where a polycentric management orientation prevails, host-country nationals will be used in most selling situations with the exception of high-tech products sold in developed countries.a. True (pp. 485-486, hard)b. False35. A company with a regiocentric orie

21、ntation is likely to utilize third-country nationals for its sales force in less developed countries.a. True (pp. 485-486, hard)b. False36. “High cost” and “high turnover” are two disadvantages to using an expatriate sales force.a. True (page 486, medium)b. False37. The approach known as one-to-one

22、marketing is similar to the notion of customer relationship management (CRM).a. True (p. 488, medium)b. False38. Generally speaking, consumers view direct marketing as entailing a higher level of risk than traditional mass marketing.a. True (page 489, medium)b. False39. Direct marketing does not wor

23、k well as a global marketing tool because it is not well suited to the task of addressing cultural differences among consumers.a. Trueb. False (page 489, medium)40. Germany leads world in terms of amount of direct mail received per capita.a. Trueb. False (pp. 489-490, hard)41. Europe is home to a we

24、ll-developed mailing list industry to support the activities of direct mail marketers.a. Trueb. False (pp. 489-490, hard)42. Germany leads the rest of Europe in terms of per capita mail order sales.a. Trueb. False (pp. 489-490, hard)43. Nestls use of direct mail as part of a marketing effort promoti

25、ng Friskies cat food in Malaysia resulted in failure.a. Trueb. False (page 491, medium)44. One key to Patagonias success with catalog selling in Japan was publishing Japanese language catalogs.a. True (pp. 492-493, medium)b. False45. In Europe, Great Britain is the leader in the use of interactive T

26、V as a direct marketing channel.a. True (page 493, medium)b. False46. The largest share of sponsorship promotion dollars is spent on sports events.a. True (page 495, easy)b. FalseMultiple Choice47. A marketer of fine French cognac offers fancy cigar ashtrays as prizes to consumers who correctly solv

27、e a crossword puzzle. Which of the following most accurately describes this offer:a. price promotionb. non-price promotion (page 472, medium)c. trade sales promotiond. sweepstakes promotion48. Which of the following is NOT an advantage of using sales promotions:a. provides a tangible incentive to bu

28、yersb. provides accountability to marketing managersc. enables company to build its databased. builds long-term brand awareness (page 472, medium)49. Which of the following trends is consistent with a relatively high level of headquarters involvement in sales promotions:a. higher proportion of marke

29、ting budget allocated to sales promotion activitiesb. need for managerial skills with promotion formulation and implementationc. strong global brand d. increased retail concentration and consolidatione. all of the above (page 474, medium)50. Which promotional technique is best suited to a situation

30、in which a company wants consumers to actually try its product:a. sampling (page 474, medium)b. sweepstakesc. couponingd. free-standing inserts51. Depending on individual country regulations, which of the following methods may be available for distributing coupons to consumers:a. mailb. on product p

31、ackagesc. inside product packagesd. in newspaperse. all of the above (page 475, medium)52. 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:a. cross coupon (page 476, medium)b. produc

32、t placement couponc. trade promotion coupond. free-standing coupon53. Consumers in the United States redeem pproximately what percentage of coupons issued each year.a. less than 5 percent (page 476, medium)b. 25-30 percentc. 45-50 percentd. more than 60 percent54. Which of the following is not one of the steps