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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 31

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Giving examples,show how sampling can be an effective sales promotion technique.

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Sampling is a sales promotional techniqu...

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Question 32

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

A) Do not treat prospects as though they are Americans.
B) Do not automatically assume that a direct-mail campaign that works in one country will work in another country.
C) Do not assume that all Europeans are similar in their tastes and wants.
D) Customers should be able to return products to an address in their local country market.
E) Focus on all countries included in the European Union.

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Question 33

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A marketer of fine French cognac offers fancy cigar ashtrays as prizes to consumers who correctly solve a crossword puzzle.Which of the following most accurately describes this offer?

Environmental issues and challenges faced by a company which is in the initial stages of implementing a personal selling strategy include all of the following except:

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.

Which of the following is not an advantage of using sales promotions?

Worldwide,the popularity of direct marketing has been steadily decreasing in recent years.

Spoexa,a food-marketing company was hired by French Ministry of Agriculture to organize cocktail parties in 19 countries in order to:

Which of the following environmental characteristics affects use of direct marketing in Europe?

A company with a regiocentric orientation is likely to utilize third-country nationals for its sales force in less developed countries.

Which of the following is not a step in the strategic/consultative selling model?

Which of the following is not characteristic of direct marketing?

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.

At concerts and other events,street teams pass out free samples while driving specially modified cars with giant Red Bull cans mounted on them.

From the point of view of the marketer,sales promotion provides accountability.

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.

Basic issues for companies that sell globally are the composition of the sales force in terms of nationality.List choices that are available to companies for selecting a sales force.Outline advantages and disadvantages of each choice.

Which promotional technique is best suited to a situation in which a company wants consumers to actually try its product or service at no cost?

Ethnocentric companies are likely to use an expatriate sales force in countries at all levels of economic development.

France is leading in the rankings showing expenditures for outdoor advertising as percentage of total ad spending.