International Marketing Chapter 16

What is an example of the primary function of a product?

the ability of a camera to take a picture

Which step of the international communications process is important as a check on the effectiveness of the other steps?

feedback

During ________, the message from the source is converted into effective symbolism for transmission to a receiver.

encoding

Corporate ________ might be classified as an aspect of sales promotions or public relations, though they also bear a connection to advertising.

sponsorships

Billboards are especially useful in countries:

with high illiteracy rates.

Which element of the international communications process comprises external influences such as competitive advertising, other sales personnel, and confusion at the receiving end that can detract from the ultimate effectiveness of the communication?

noise

The emergence of pan-European communications media will most likely cause companies to

choose more standardized promotional efforts.

Sales promotions are short-term efforts directed to the consumer or retailer to achieve specific objectives such as

consumer product trial or immediate purchase.

What is true of the newspaper industry?

In many countries, there is a time lag before advertisements can be run in a newspaper.

Using newspapers or magazine ads as a channel of communication when the majority of the intended users cannot read is an example of ineffective ________ in the communications process.

media channel selection

Of all the elements of the marketing mix, decisions involving ________ are those most often affected by cultural differences among country markets.

advertising

Skepticism and negative attitudes about advertising, along with poor practices by some advertisers, have resulted in the International Advertising Association

developing self-regulating codes of conduct.

Sales promotions are

marketing activities that stimulate consumer purchases and improve retailer or middlemen effectiveness and cooperation.

The ________ step in the international communications process refers to the information about the effectiveness of the message that flows from the receiver back to the information source for evaluation of the effectiveness of the process.

feedback

Using the Internet as a communication medium when only a small percentage of an intended market has access to it is an example of an error related to

message channel selection.

The only way to avoid linguistic problems in advertising communication is by

performing in-country testing with the target consumer group.

Which element of integrated marketing communications includes encouraging the press to cover positive stories about companies and managing unfavorable rumors, stories, and events?

public relations

Blogs, virtual worlds, and video sharing are examples of media commonly known as

social media.

What are the major components in the marketing communications mix for most companies?

advertising and personal selling

An especially effective promotional tool when a product concept is new or has a very small market share is

product sampling.

Due to differences in culture in different markets, standardized products that are marketed globally will most likely require

different advertising appeals.

An international marketing executive with a product message to communicate specifically acts as a(n)

information source.

A multinational pharmaceutical company used a saffron trident in a promotional campaign for one of its drugs in India. The saffron trident, a religious symbol in India, was meant to indicate the three levels of efficacy of the drug but mistakenly conveyed a religious message to Indians. This miscommunication indicates a problem associated with which step of the international communications process?

encoding

What is true of advertising agencies for international advertising?

The cross-cultural communication between a foreign client and a local agency can be problematic.

In the context of international advertising, it has been observed that advertising expenditures are generally

cyclical.

The sales force of a company that provides the company's product specifications to the customer acts as a(n)

message channel.

A study of a representative sample of European consumers indicated that

nearly 8 in 10 believed ads were often deceptive about product quality.

In the context of the communications process in advertising, problems of literacy, media availability, and types of media create challenges in the communications process at the ________ step.

encoding

In the context of international advertising, ________ is the neon capital of the world.

Hong Kong

Certain advertising media are forbidden by government edict to accept some advertising materials. Such restrictions are most prevalent in

radio and television broadcasting.

Which country has the most egregious control over advertising, where each medium has its own censorship board that passes judgment on any advertising even before it is submitted for approval by the Ministry of Information?

Myanmar

During which step of the international communications process does the receiver of the message interpret symbolism transmitted from an information source?

decoding

A manufacturer of sports bicycles uses various cycling legends and sports celebrities as brand ambassadors to promote its product in China. Bicycles in China are used mainly by the working class for commuting, not sports, so the promotional campaign was a failure. During which step of the international communications process did the manufacturer most likely go wrong?

message channel

Since 2007, FedEx has contributed millions to the PGA Tour, and as its most lucrative donor, an event is named after the company. This is an example of

a sponsorship

________ are considered to be major communications media in most countries due to their inherent entertainment value.

Radio and television

Compensation arrangements for advertising agencies throughout the world are based on the U.S. system of ________ commissions.

15 percent