Global Marketing Strategies: Sales Promotions, Personal Selling, and Direct Marketing

Posted on Nov 11, 2024 in Economy

Question 31: Cognac Marketing

A marketer of fine French cognac offering a fancy cigar cutter with every purchase is an example of: B) non-price promotion

Question 32: Sales Promotion Advantages

Which of the following is not an advantage of using sales promotions? C) enables the company to build its database

Question 33: Global Marketing Campaign

In a contest involving 45 different languages covering 60 countries, the primary promotional tool employed is: E) sales promotion

Question 34: Combating Counterfeiting

To fight counterfeiting, the “Disney Magical Journey” campaign used: E) sales promotion by global partners

Question 35: Choosing a Promotional Technique

Which promotional technique is best suited for introducing a new type of bottled tea? A) sampling

Question 36: The Stratos Project’s Success

The success of the Stratos project, which involved a free-fall parachute jump from the edge of space, can be attributed to: C) standing out from a crowded field

Question 37: Global Marketing Tools

A critical marketing tool for global companies such as Red Bull is: D) event marketing

Question 38: Increasing Product Availability

Promotions designed to increase product availability in retail stores are known as: C) trade sales promotions

Question 39: Marketing French Cuisine

Spoexa, a food-marketing company hired by the French Ministry of Agriculture, aims to: C) show that French cuisine is laid back and approachable

Question 40: PepsiCo’s Success in Latin America

PepsiCo experienced great success in Latin America by: C) leveraging experience gained in one country to succeed in other countries

Question 41: Unilever’s Sampling Campaign

Unilever hired a promotional marketing firm to promote its laundry detergent by distributing samples to consumers at laundromats. This is an example of: C) point-of-dirt sampling

Question 42: Coupons and Cultural Preferences

Coupons are not a favored promotion tool in: E) Malaysia

Question 43: Types of Coupons

A box of Crest toothpaste containing a coupon for a toothbrush is an example of a: A) cross coupon

Question 44: Social Couponing Trends

Social couponing, one of the hottest sales promotion trends today, is exemplified by: B) Groupons

Question 45: Cultural Factors in Sales Promotions

Malaysians’ hesitation to use coupons can be attributed to: C) fear of public embarrassment

Question 46: Environmental Issues and Product Innovation

Environmental issues and challenges faced by a company can lead to: C) product innovation

Question 47: Strategic/Consultative Selling

Which of the following is not a step in the Strategic/Consultative Selling Model? D) develop an ethnocentric policy

Question 48: Steps in Strategic Selling

Which of the following is not a step in the strategic/consultative selling process? A) develop a marketing mix

Question 49: Building a Prospect Base

Building a prospect base is typically part of: A) development of a customer strategy

Question 50: Six-Step Presentation Plan

In the six-step presentation plan, the first and last steps are: E) approach; servicing the sale

Question 51: Negotiation in Sales

Negotiation in sales requires both the customer and the salesperson: C) to find a mutually agreeable solution

Question 52: Ethnocentric Orientation

A company with an ethnocentric orientation is likely to rely on: C) expatriates for its international sales force

Question 53: Polycentric Orientation

A company with a polycentric orientation is likely to: A) adapt its products and marketing strategies to local markets

Question 54: Sales Force Composition

Which type of salesperson is best suited to selling technologically sophisticated products in a foreign market? A) expatriates

Question 55: Disadvantages of Expatriates

A disadvantage of using expatriates in an international sales force is: E) maintaining them is very expensive

Question 56: Sales Force Composition Decisions

When a company must decide on the composition of its foreign sales force, the primary factor to consider is: A) the specific needs of the target market

Question 57: International Personal Selling Approaches

Other international personal selling approaches that fall outside the traditional categories include: B) contract manufacturing and franchising

Question 58: Hybrid Sales Force

After much trial and error in creating sales forces, many companies opt for a: A) hybrid sales force composed of expatriates and in-country nationals

Question 59: Benefits of Using Sales Agents

All of the following are benefits of using sales agents in international markets except: D) agents can eventually replace the company’s own sales force

Question 60: Customer Relationship Management

Peppers and Rogers described different steps in the process of one-to-one marketing. The final step is: D) evaluate

Question 61: Characteristics of Direct Marketing

Which of the following is not characteristic of direct marketing? A) A marketer relinquishes control of product distribution

Question 62: Characteristics of Mass Marketing

Which of the following is not characteristic of mass marketing? B) Advertising is used to generate immediate sales

Question 63: Environmental Factors Affecting Direct Mail

Which of the following environmental characteristics affects the use of direct mail in different countries? E) all of the above (postal rates, availability of lists, literacy rates)

Question 64: Guidelines for U.S. Direct Marketers

Which of the following is not a useful guideline for U.S. direct marketers operating abroad? E) Focus on all countries equally

Question 65: Advantages for Direct Marketers

Which country or region offers direct marketers the advantage of a sophisticated mail-order infrastructure? A) the United States

Question 66: The Term “Magalog”

The term magalog is used to describe: D) catalogs that resemble magazines

Question 67: Catalog Marketing in Asia

In Hong Kong and Singapore, Western catalogers face challenges due to: D) few mail-order companies and high delivery costs

Question 68: Infomercials

Thomas Burke, an executive at Saatchi & Saatchi, believes ________ are “the most powerful form of advertising ever created.” B) infomercials

Question 69: Direct-Response Television in China

Chinese direct-response television has learned that: A) consumers’ savings rate is very high

Question 70: Future of Home Shopping

Industry observers expect the popularity of home shopping to increase due to: C) the introduction of interactive television

Question 71: Interactive Television

Interactive television (ITV) allows viewers to: A) interact with programming and make purchases directly from their TV

Question 72: Traditional Support Media

Traditional support media include: B) billboards, transit advertising, and street furniture

Question 73: Billboard Advertising in Brazil

A ban on billboards in Brazil led to: D) ads being placed on buses and other surfaces

Question 74: Global Spending on Outdoor Advertising

Worldwide spending on outdoor advertising amounts to about ________ of total advertising spending. D) 6%

Question 75: Tobacco Advertising Restrictions

Chinese authorities ratified the WHO’s Framework Convention on Tobacco Control, which restricts: C) all forms of tobacco promotion and advertising

Question 76: Product Placement

Product placement has reached the world of live theater, meaning: B) viewers are being marketed to in a captive environment

Question 77: Product Placement on Broadway

In fall 2002, a new Broadway production of “Man of La Mancha” featured the lead character drinking Aquafina bottled water. This is an example of: C) product placement

Question 78: Product Placement in Entertainment

Celeste Atkinson, a lifestyle and entertainment marketing consultant, helps companies integrate their products into films and television shows. This is an example of: D) product placement

Question 79: Branded Entertainment

The effective integration of products and brands into entertainment content is known as: D) branded entertainment

Question 80: Red Bull’s Marketing Strategy

Dietrich Mateschitz, Red Bull’s creator, stated that: C) the blue-and-silver color on cans helped in Red Bull’s popularity