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| 1 | |
Cleanliness is extremely important in Japan. It is not unusual for a Japanese citizen who is giving money as a gift to wash it before presenting it. The importance of cleanliness is an example of a _____ factor that advertisers must consider when advertising in Japan. |
| | A) | cultural |
| | B) | demographic |
| | C) | ethnographic |
| | D) | psychographic |
| | E) | economic |
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| 2 | |
According to the policies of the Malaysian government, "Advertisements must not project or promote an excessively aspirational lifestyle." This policy would be part of the _____ environment for a company wanting to promote its products in the Southeast Asian country. |
| | A) | geographic |
| | B) | economic |
| | C) | demographic |
| | D) | cultural |
| | E) | political/legal |
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| 3 | |
One advantage of global marketing and global advertising is: |
| | A) | higher marketing and advertising costs. |
| | B) | economies of scale in production and distribution. |
| | C) | inability to coordinate and control marketing and promotional programs. |
| | D) | how unimportant the development and introduction of new products becomes. |
| | E) | higher advertising production costs. |
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| 4 | |
Switzerland is admired worldwide for its methodical precision and its trustworthiness. The Swiss banking industry can capitalize on this reputation around the world due to the: |
| | A) | country-of-origin effect. |
| | B) | localization effect. |
| | C) | cultural values of customers. |
| | D) | ethnocentrism of the Swiss. |
| | E) | ethnocentrism of customers. |
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| 5 | |
Most global marketers use a strategy called _____ in which themes, copy, and visual elements are adapted for local markets. |
| | A) | nationalistic advertising |
| | B) | localized formatting |
| | C) | pattern advertising |
| | D) | format advertising |
| | E) | ad standardization |
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| 6 | |
Shiseido, a Japanese manufacturer of cosmetics and toiletries, markets its products in most Asian countries. It has found that cultural differences require it to develop separate advertising and promotional strategies for the various countries and even for different regions within China. What kind of organizational structure should Shiseido use? |
| | A) | centralized |
| | B) | decentralized |
| | C) | pattern |
| | D) | globalized |
| | E) | matrix |
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| 7 | |
According to advertising executives, the major reason for the consolidation of all advertising activities with one agency instead of the use of several small localized agencies is due to: |
| | A) | the disappearance of cultural values. |
| | B) | the disappearance of nationalism. |
| | C) | a growing fluency with pattern advertising. |
| | D) | the ability to communicate and manage globally. |
| | E) | the disappearance of small and medium-sized agencies. |
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| 8 | |
Shiseido, a Japanese manufacturer of cosmetics and toiletries, markets its products in most Asian countries. Shiseido developed the Aupres brand specifically for its entry into the Chinese market. Aupres cosmetics and toiletries contain traditional herbal remedies. This product modification indicates that Shisiedo will use a _____ to reach this vast market. |
| | A) | global marketing strategy |
| | B) | sales promotion tactic |
| | C) | global public relations strategy |
| | D) | localized advertising strategy |
| | E) | centralized marketing strategy |
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| 9 | |
In highly developed countries, marketers can choose from a wide range of promotional tools, But in developing countries they must be careful not to use promotional tools such as in- or on-package premiums that would increase the price of the product beyond the reach of most consumers. Thus, marketers must consider _____ before beginning a sales promotion effort. |
| | A) | economic development in the country |
| | B) | stage of market development for the product |
| | C) | market maturity |
| | D) | consumer perceptions of promotional tools |
| | E) | legal restrictions and regulations |
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| 10 | |
When developing an international sales promotion program, marketers need to specifically consider: |
| | A) | their organizational structure. |
| | B) | mission statement modifications. |
| | C) | consumer perceptions of promotional tools. |
| | D) | the impact of dyadic media. |
| | E) | media overlap. |
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