Launching Global Communication And Advertising

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Understanding Global Markets and Marketing
Assessing the Global Marketing Environmentthe Global Economy and Technology
Evaluating Cultural and Social Environments
Analyzing Political and Legal Environments
Integrating Global,Regional,and National Markets
Conducting Marketing Research
Selecting International Markets
Entering Global Markets
Segmenting,Targeting,and Positioning for Global Markets
Developing Global Products and Brands
Setting Global Prices
Global Placement and Distribution Channels
Launching Global Communication and Advertising
Using Social Media for Global Marketing
Designing and Controlling Global Marketing Systems
Defining Ethics and Corporate Social Responsibility in the International Marketplace

All Questions

Question 1

Free

True/False

Carlsburg's marketing success is founded upon maintaining consistent,unchanging marketing strategies and tactics for each of its strategic objectives,including building brand awareness,seeking loyalty,and gaining greater visibility.

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True

False

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Question 2

Free

Multiple Choice

Advertising,sales promotion,public relations,and personal selling comprise the ____________ .

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promotional mix

marketing mix

product mix

media mix

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Question 3

Free

Multiple Choice

That various elements of a company's communication strategy must be coordinated,and their market impact assessed,is represented by the concept of __________ .

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international marketing

integrated marketing communications

internal marketing communications

international media communications

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Question 4

Free

Multiple Choice

As Vice-President of Global Marketing,Jeanine is reworking her company's marketing strategy.Currently,her firm analyzes the results of each of their promotional elements individually.Jeanine asserts that a cross-functional view of the company's marketing communications is far more pertinent.Jeanine is an advocate of _________________________ .

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marketing impact analysis

marketing mix modeling

integrated marketing communications

the marketing mix

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Question 5

Free

True/False

Most international companies are truly global in their brand strategies.

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True

False

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Question 6

Multiple Choice

Polson Papers produces paper substrates for the production of gift wraps,wallpaper,and other products for the print industry.It does business in over 150 countries and its products are utilized for the same purposes in each of its many markets. Polson can be considered a ________________________________ .

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global brand

multidomestic brand

multinational brand

domestic brand

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Question 7

Multiple Choice

Brands that have built a powerful appeal that transcends their national origins and product categories are referred to as _______________________ .

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private label brands

glocal brands

superbrands

master brands

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Question 8

Multiple Choice

An example of a superbrand would be ________________________ .

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Nestle

Sony

Gillette

Mercedes

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Question 9

Multiple Choice

When Volkswagen produced a car boasting a dashboard with a compass pointing toward Mecca and a special shelf to hold a copy of the Koran,it proved that it was indeed a _____________________ brand.

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glocal

prestige

global

Islamic

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Question 10

True/False

The higher the display value of a category,the more likely it is for brands within that category to localize.

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True

False

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Question 11

Multiple Choice

Countries and cultures in which localized products reflect individual tastes and values would be categorized by RIO as ____________________ .

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global collectivists

cultural individualists

individual sensitives

collective sensitives

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Question 12

True/False

Global sensitives are conscious of a brand's origin,as well as the country in which individual products are manufactured.

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True

False

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Question 13

Multiple Choice

An electronic platform by which customers can become equal partners with firms in determining marketing practices through two-way communication is known as _____________________ .

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social responsibility marketing

search engine marketing

social computing

customer loyalty program

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Question 14

Multiple Choice

The metrics found in a social computing tool kit include __________________________ .

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reach and frequency

conversion rates and cost per sale

total audience size

gross rating points

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Question 15

Multiple Choice

The key goal of adapted advertising is to ________________________________ .

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increase recognition and acceptance of the advertised brand and product

produce cost savings by the use of consistent advertising across markets

maximize the appeal of a prestige brand

homogenize each market's social and cultural conditions

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Question 16

Multiple Choice

The theory that presents a brand in the context of local cultural values and tastes will allow more people to identify with the brand is the keystone of ___________________________ .

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global advertising

Internet advertising

standardized advertising

adapted advertising

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Question 17

Multiple Choice

P&G's Safeguard brand reflects the type of product most likely to be categorized as _____________ by the RIO analysis.

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master

global

glocal

prestige

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Question 18

True/False

Marketing consumer services,as opposed to marketing products globally also tends to be more effective when advertising is localized.

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True

False

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Question 19

True/False

When consumers know a global brand,they are more likely to accept its standardized advertising message.

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True

False

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Question 20

Multiple Choice

Golda's new job as marketing manager for Bay Finance SA is presenting her with many global marketing challenges.Her successes in standardizing global advertising led her former employer,a maker of prestige kitchen equipment,to achieve significant cost savings and increased global brand awareness.This same strategy has not succeeded in translating Bay Finance's brand across international markets.Why not?

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Banking is not a service that can be successfully managed across international borders.

Banking is an industry which would be most likely to reflect master brands.

Financial services do not lend themselves to global markets.

Services are client-based and must conform to local cultural and social norms.

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