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Exam 14: Global Marketing Communications Decisions Ii: Sales Promotion, Personal Selling, and Special Forms of Marketing Communication

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Question 41

Multiple Choice

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The term magalog can be used to describe which communication medium?

A) direct mail
B) Groupons
C) coupons
D) catalogs
E) infomercials

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Question 42

True/False

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When MCI Communications first entered Latin America, it utilized expatriate Americans to work for them despite the high cost of doing so.

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Question 43

Multiple Choice

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Product placement has reached the world of live theater and opera. The difference between product placement and other forms of promotion is:

The effective integration of products and brands with entertainment can be seen on the TV hit American Idol. This type of trend is referred to as:

After much trial and error in creating sales forces, most companies today attempt to establish a:

Kashani and Quelch identify four factors that contribute to more involvement of company headquarters in the sales promotion effort, which include all of the following except:

In a contest in 45 different languages covering 60 countries, marketers for Axe Apollo invited consumers to fill out an "astronaut profile."

Fifty years ago, Kikkoman brand soy sauce was unknown in the United States. The company used sampling and even today continues to make extensive use of shopper marketing as a communication tool.

In Hong Kong and Singapore, Western catalogers are finding it easy to market because of all of the following reasons except:

During the 2004 Super Bowl broadcast, PepsiCo launched a joint promotion with Apple's iTunes Music Store. Anyone purchasing a bottle of Pepsi had a one-in-three chance of being a winner. However, many people discovered that by tilting the bottles, they could tell whether the bottle was a winner.

________ is a form of paid television programming in which a particular product is demonstrated, explained, and offered for sale to viewers who call a toll-free number shown on the screen.

Thomas Burke, an executive at Saatchi & Saatchi, is quoted as saying ________ are "the most powerful form of advertising ever created."

What is the reason for out-of-home (OOH) advertising? Give examples in support of your answer.

Direct marketing and mass marketing are becoming a very popular method for communicating with consumers. Giving reasons for their worldwide popularity, show the differences between direct and mass marketing.

Which of the following is not a useful guideline for U.S.-based direct marketers wishing to reach global customers?

At concerts and other events, street teams pass out free samples while driving specially modified cars with giant Red Bull cans mounted on them. This is an example of regiocentric orientation.

Red Bull has been involved in Music Academy which is a series of concerts, workshops, art installations, and other cultural events that rotate from year to year among different international cities.

Discuss how manufacturers are using the film industry for product placement?

Who are the largest players in the OOH industry?

A company with a polycentric orientation is likely to employ host-country nationals in all but which of the following selling situations?