Global Marketing Strategies: Sales, Promotions, and Placement
Advertising and Sales Promotions
A ban on billboards in Brazil meant they had to come down, so ads were placed on buses.
A box of Crest toothpaste contains a coupon entitling the holder to a discount on a toothbrush. This is known as a cross coupon.
Global Company Orientations
A company in which an ethnocentric orientation prevails is likely to utilize expatriates in its sales force.
A company with a polycentric orientation is likely to employ host-country nationals when selling high-tech products in developed countries.
A company with a regiocentric orientation is likely to employ a mix of local and international staff. True
A marketer of fine French cognac offers samples as a non-price promotion.
Sales Force Composition
After much trial and error in creating sales forces, many companies today utilize a hybrid sales force composed of expatriates and in-country nationals.
Event Marketing and Street Teams
At concerts and other events, street teams are often used for promotion. True
At one time, Shanghai was known as the “Paris of the Orient.” True
Sales Agents
Benefits of using sales agents include all of the following except: agents can eventually replace the manufacturer’s sales agents.
Customer Strategy
Building a prospect base is typically part of the development of a customer strategy.
Product Placement
Celeste Atkinson is a lifestyle and entertainment manager for Audi, a company known for its use of product placement.
Tobacco Promotion Regulations
Chinese authorities ratified the WHO’s Framework Convention on Tobacco Control, which means that: all forms of tobacco promotion and sponsorships will be phased out by the year 2010.
Direct-Response Television in China
Chinese direct-response television has learned that the consumers’ savings rate is very high, not low.
Coupon Usage
Coupons are not a favorite promotion tool for use in: Malaysia.
Red Bull’s Marketing Strategy
A critical marketing tool for global companies such as Red Bull is: event marketing.
Cross coupons offer users a deal-of-the-day. False
Dietrich Mateschitz, Red Bull’s creator, stated that the blue-and-silver color on cans helped in Red Bull’s popularity.
Direct Marketing
Direct marketing does not work well as a global marketing tool. False
Environmental Issues and Innovation
Environmental issues and challenges faced by a company can lead to product innovation.
Ethnocentric Companies and Kikkoman
Ethnocentric companies are likely to use an expatriate sales force. True
Fifty years ago, Kikkoman brand soy sauce was not a familiar product in American kitchens. True
Economic Crisis and French Leadership
Following the economic crisis in Asia, many companies reduced the number of expatriate managers. True
France is a leader in developing standards for international marketing. True
Host-Country Nationals
From the point of view of the marketer, a well-trained sales force has high value. True
Host-country nationals may possess a high level of expertise. True
Global Sales Promotion Contest
In a contest in 45 different languages covering 60 countries, marketers demonstrated the use of sales promotion by a global marketer.
In a contest of 45 different languages covering 60 countries, the use of sales promotion is evident. True
Free Samples and Consumer Reluctance
In a low-income country, free samples are likely to be a successful promotional technique. True
In China, consumers are reluctant to buy from unfamiliar brands. True
Polycentric Management and Mail-Order
In companies where a polycentric management orientation prevails, headquarters may be far from the market. True
In Hong Kong and Singapore, there is efficient telephone service and a high number of credit card owners. True
Product Placement in Theater
In the fall of 2002, a new Broadway production of Puccini’s opera La Boheme featured product placement.
Mail-Order in Hong Kong and Singapore
In Hong Kong and Singapore, Western catalogers are finding it difficult due to few mail-order companies.
Presentation Plan
In the six-step presentation plan, the first and last steps are the approach; servicing the sale.
Home Shopping Popularity
Industry observers expect the popularity of home shopping to increase during the next few years. False
Industry observers expect the popularity of home shopping to increase during the next few years due to: the introduction of interactive television.
Interactive Television
Interactive television (ITV) allows viewers to see the ad in its entirety because it allows viewers to interact with programming.
Malaysian Coupon Hesitation
It was found that Malaysians hesitate to use coupons due to fear of public embarrassment.
Market Maturity
Market maturity can be different from country to country. True
Negotiation
Negotiation requires both the customer and the salesperson: to agree to disagree.
German Mail-Order Shoppers
On a per capita basis, German consumers are world-leader mail-order shoppers. True
International Personal Selling
Other international personal selling approaches include: contract manufacturing or production.
Global Sales Promotion Tools
Overall, sales promotion tools, such as coupons, are more widely used in mature markets. False