1.
Which of the following components of the marketing mix is MOST often affected by cultural differences among country markets?
A.
product
B.
price
C.
distribution
D.
advertising
2.
Firms involved in international marketing may employ:
A.
standardized products and standardized messages.
B.
adapted products and adapted messages.
C.
a mixture of standardized and adapted products and messages
D.
Any, or all, of the above.
3.
Which of the following offers a compromise between the two "extreme" positions available to the international advertiser?
A.
pattern advertising
B.
standardized advertising
C.
modified advertising
D.
augmented advertising
4.
Brands which carry the same name, same design, and same creative strategy everywhere in the world are called:
A.
global brands.
B.
name brands.
C.
creative brands.
D.
designer brands.
5.
Which of the following marketing strategies is based on the practice of aiming products and advertising toward a worldwide market--using a standardized approach whenever possible?
A.
an expansionist strategy
B.
a multidomestic strategy
C.
a domestic strategy
D.
a global strategy
6.
The identification of homogeneous market segments across groups of countries is at the core of:
A.
global market segmentation.
B.
world homogenization.
C.
global leveling.
D.
the new world order.
7.
The America-First Corporation sells to a small "niche" of consumers in many different nations whose needs can be satisfied with essentially the same product. While no one market produces a great deal of profit for the firm, it realizes significant profits from total sales to those "niches." America-First is making profitable use of:
A.
global market segments.
B.
world citizens.
C.
multidomestic segments.
D.
market expansion.
8.
The problems caused for international advertisers by language differences include:
A.
different languages between/within countries.
B.
different dialects within countries.
C.
linguistic nuance and vernacular.
D.
All of the above.
9.
The international advertiser must be a student of culture because the culture of a nation has a major impact on:
A.
the way a message is perceived.
B.
the cost of media.
C.
the variety of media available.
D.
the number of available customers.
10.
Which of the following advertising media are MOST likely to be forbidden by government edict to accept some advertising materials?
A.
magazines
B.
billboards
C.
radio and television
D.
newspapers
11.
The attractiveness of global television is diminished to some degree by the frequent lack of:
A.
standardized rate cards.
B.
media research.
C.
government regulation.
D.
advertising agencies.
12.
The America-First Corporation is preparing to buy advertising time on radio and television stations in several foreign countries. The firm will have the LEAST difficulty in making its purchases in countries that have:
A.
a noncommercial broadcasting system.
B.
a commercial monopoly broadcasting system.
C.
a competitive commercial broadcasting system.
D.
Any of the above.
13.
Broadcasting will become a more feasible vehicle for advertising in Europe with increases in:
A.
the availability/use of cable and satellites.
B.
privatization of government-owned stations.
C.
the EC's attempts to harmonize broadcasting laws.
D.
All of the above.
14.
Direct mail is NOT a feasible medium in:
A.
Japan.
B.
Southeast Asia.
C.
Chile.
D.
Britain.
15.
Which of the following media is especially useful in countries with high illiteracy rates?
A.
magazines
B.
direct mail
C.
newspapers
D.
billboards
16.
Which of the following media is generally the LEAST regulated medium in most markets?
A.
the internet
B.
television
C.
satellite TV
D.
radio
17.
Short-term efforts directed to the consumer and/or retailer to encourage trial, use, immediate purchase, store patronage, inventory stocking-or to enhance the impact of the other components of the promotional mix form the basis of:
A.
advertising.
B.
publicity.
C.
sales promotion.
D.
personal selling.
18.
Promotional activities are basically a(n):
A.
adaptive process.
B.
propaganda process.
C.
communications process.
D.
legal process.
19.
During which of the following stages of the communication process is the source's message translated into symbols for transmission to the intended receiver?
A.
decoding
B.
noise
C.
encoding
D.
feedback
20.
The encoding process suffers if the marketer relies upon his or her:
A.
in-house advertising agency.
B.
self-reference criterion.
C.
encoding bias.
D.
noise filters.
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