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Exam 17: International Advertising and Promotion

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Question 41

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Products such as Swiss watches,German automobiles and French wines are automatically assumed to be superior to similar products from other countries because:

A) they are all high-tech products.
B) they appeal to market segments with universal tastes and interests.
C) they come from countries that have strong reputations for making these products.
D) they can be advertised using totally visual appeals.
E) they appeal to a market segment with universally similar tastes,interests,needs,and values.

F) A) and D)
G) B) and E)

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Question 42

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Which of the following statements about the international use of the Internet is true?

A) The Internet cannot be efficiently used with an IMC program in the global marketplace.
B) Many companies hope word-of-mouth advertising will encourage greater use of the Internet.
C) The Internet is an important IMC tool for both large and small companies around the world.
D) Though English is the native language for only 8 percent of the world's population,English is the language used in less than 20 percent of all e-commerce Web sites.
E) During its formative years,the Internet was largely an Asian phenomenon.

F) B) and D)
G) D) and E)

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Question 43

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Complete _____ of international advertising is likely when market and media conditions are similar from one country to another,when the company has only one or a few international agencies handling all of its advertising,when the company can use standardized advertising,or when it desires a consistent image worldwide.

To market on the Belgian home shopping channel,advertisers have to prepare programs in Flemish (a version of Dutch) ,Dutch and German because all three languages are commonly spoken in Belgium.This language difficulty represents a _____ problem for a U.S.company trying to sell its products on the Belgian home shopping channel.

The _____ approach recognizes similar desires,goals,needs,and uses for products and services,but tailors advertising to the local cultures and conditions in each market.

Brands or messages that have a primarily verbal appeal are best suited for worldwide ad campaigns.

The Polaroid Corporation encountered great problems when it attempted to market instant cameras in France.The French consumer saw little need for having a picture developed instantly.This indicates Polaroid did not understand the French _____ environment.

A U.S.executive in Namibia in Africa experienced trouble negotiating a franchise deal with local investors because the electricity was constantly shutting off.One of the investors was unable to attend the meeting because there is so little public transportation in the country.These problems indicate a problem with Namibia's:

Swiss-based Nestlé and Netherlands-based Unilever are two of the world's largest consumer-product companies as a result of:

China and India in particular are two countries that are transforming the global economy.One of the main reasons for this is:

_____ variables marketers must consider include language,customs,tastes,attitudes,lifestyles,values,and ethical/moral standards.

_____ is a marketing approach that assumes that the needs satisfied by a product or service and the way it is used are the same everywhere in the world,and therefore utilizes a common approach in all countries.

Which of the following is a part of the economic environment of a foreign country?

Centralization of international advertising may also be best when a company operates through foreign distributors or licensees who do not become involved in the marketing and promotional process.

Which of the following is a cultural factor affecting international marketing?

The communications,transportation,financial and distribution networks of a country are part of its:

Which of the following factors is limiting growth opportunities in the U.S.market for many companies?

In the U.S. ,promotions for Agile Sports products emphasize individualism and independence.In Japan,however,the company had to change its message to one that focused on team values and cooperation,due to the differing _____ in the two countries.

The UB Group named its airline business Kingfisher,after its popular beer brand of the same name.This is one of the most successful examples of ____.The extension of the Kingfisher brand to the airline gave a great push to the original category,beer,which cannot be advertised in many parts of the world.

British Airways believes it is very difficult to differentiate itself from other major airlines on the basis of schedules,routes and price.However,the airline thinks it can be differentiated on the basis of service and has decided to focus much of its effort on image advertising using the theme "The World's Favorite Airline".Which of the following is correct regarding this type of advertising campaign?