978-0133866339 Chapter 01 Part 3

Unlock access to all the studying documents.

View Full Document

74) In terms of integration of media platforms, social spider-webbing occurs when consumers

share content or information across multiple devices.

Question Tag: Definition (Concept)

AACSB Category: Information technology

Objective: 1-3

75) Retailers strive to maintain channel power by controlling shelf space, packaging, prices and

purchase data.

Question Tag: Definition (Concept)

AACSB Category: Application of knowledge

Objective: 1-3

76) The advancement of the internet and information technology has caused some market

channel power shift to consumers.

Question Tag: Definition (Concept)

Objective: 1-3

77) Susan researched the internet for information about the best brands of stereos. She has also

visited the Best Buy retail store. This is an example of retailers having more channel power.

Question Tag: Application

AACSB Category: Information technology

Objective: 1-3

78) One new marketing challenge is that consumers can now purchase goods and services from

anywhere in the world, which is an example of increased global competition.

Question Tag: Definition (Concept)

AACSB Category: Application of knowledge

Objective: 1-3

79) Brand parity is the belief that multiple brands consist of or offer the same set of attributes

and benefits and are perceived to be of equal quality.

Question Tag: Definition (Concept)

AACSB Category: Application of knowledge

Objective: 1-3

80) In the past, Bruce bought Kleenex brand tissues, but he has now decided that all tissue

brands are pretty much the same. This is an example of brand parity.

Question Tag: Application

AACSB Category: Reflective thinking

Objective: 1-3

81) A contact point is any point where consumers interact with a company or acquire information

about a company.

Question Tag: Definition (Concept)

AACSB Category: Application of knowledge

Objective: 1-3

82) What recent trends make an IMC approach valuable to companies in the marketplace?

Question Tag: Definition (Concept)

AACSB Category: Application of knowledge

Objective: 1-3

83) Describe brand parity.

Question Tag: Definition (Concept)

AACSB Category: Application of knowledge

Objective: 1-3

84) Describe contact points.

Question Tag: Definition (Concept)

AACSB Category: Application of knowledge

Objective: 1-3

85) The foundation of an IMC program consists of a careful review of all of the following

except:

A) economic conditions.

B) a company’s image.

C) the markets in which buyers are located.

D) the buyers to be served.

Question Tag: Definition (Concept)

AACSB Category: Application of knowledge

Objective: 1-4

86) The two types of buyer behaviors that the marketing team must understand are business-to-

business behaviors and:

A) local community activities.

B) governmental purchase.

C) consumer buyer behaviors.

D) competitive actions.

Question Tag: Definition (Concept)

AACSB Category: Application of knowledge

Objective: 1-4

87) Traditional media channels include all of the following except:

A) television.

B) radio.

C) outdoor.

D) internet.

Question Tag: Definition (Concept)

AACSB Category: Application of knowledge

Objective: 1-4

88) The leading social media platform currently is:

A) Twitter.

B) YouTube.

C) Facebook.

D) Instagram.

Question Tag: Definition (Concept)

AACSB Category: Application of knowledge

Objective: 1-4

89) The term “alternative marketing” includes all of the following except:

A) buzz marketing.

B) social networks and blogs.

C) guerrilla marketing.

D) product placement.

Question Tag: Definition (Concept)

AACSB Category: Application of knowledge

Objective: 1-4

90) Promotions that help the manufacturer push the product through the channel are:

A) consumer promotions.

B) rebate programs.

C) direct marketing programs.

D) trade promotions.

Question Tag: Definition (Concept)

AACSB Category: Application of knowledge

Objective: 1-4

91) Promotions that are oriented to end users and include coupons, contests, premiums, refunds,

rebates, free samples, and price-off offers are:

A) consumer promotions.

B) rebate programs.

C) direct marketing programs.

D) trade promotions.

Question Tag: Definition (Concept)

AACSB Category: Application of knowledge

Objective: 1-4

92) Packaging and labeling products are part of the brand’s digital marketing program.

Question Tag: Definition (Concept)

AACSB Category: Application of knowledge

Objective: 1-4

93) Advertising campaign management identifies the general direction the company will take

with its social media.

Question Tag: Critical Thinking

AACSB Category: Reflective thinking

Objective: 1-4

94) Consumer promotions include incentives, vendor support programs, and other fees and

discounts that help the manufacturer push the product through the channel.

Question Tag: Definition (Concept)

AACSB Category: Application of knowledge

Objective: 1-4

95) GIMC stands for:

A) Globally Integrated Marketing Communications.

B) Global and Institutional Marketing Concepts.

C) Generic and Institutionalized Marketing Creations.

D) Generating Ideas for Marketing Control.

Question Tag: Definition (Concept)

AACSB Category: Application of knowledge

Objective: 1-5

96) In terms of marketing communications, standardization is:

A) presenting the same message across national boundaries.

B) a form of adaptation.

C) new product development.

D) a new form of the promotions mix.

Question Tag: Definition (Concept)

AACSB Category: Application of knowledge

Objective: 1-5

97) Coca-Cola runs the same advertisement in all French-speaking countries. This is an example

of:

A) diversified IMC theme.

B) standardization.

C) customization.

D) integration.

Question Tag: Application

AACSB Category: Reflective thinking

Objective: 1-5

98) An example of standardization is:

A) Pepsi using the same theme in all of its global markets.

B) using women with their faces covered in ads for Islamic countries.

C) developing a website in several languages.

D) using local salespeople in a global market.

Question Tag: Critical Thinking

AACSB Category: Reflective thinking

Objective: 1-5

99) In terms of globally integrated marketing communications, adaptation is:

A) not used in international environments.

B) a form of e-commerce.

C) advertising in unusual media.

D) adjusting a message to local conditions.

Question Tag: Definition (Concept)

AACSB Category: Application of knowledge

Objective: 1-5

100) An example of adaptation in global marketing communications is:

A) Ford using the same advertising campaign theme in all of its global markets.

B) not selling the McRib sandwich in Israel because it violates religious practices.

C) printing ads only in English for European countries.

D) using direct mail.

Question Tag: Critical Thinking

AACSB Category: Reflective thinking

Objective: 1-5

101) Adaptation in a global advertising campaign means rewriting an advertisement to fit the

nuances of a given language and culture.

Question Tag: Definition (Concept)

AACSB Category: Reflective thinking

Objective: 1-5

102) Standardization would be an effective GIMC tactic in the Middle East because of the

variety of religions and cultures.

Question Tag: Critical Thinking

AACSB Category: Reflective thinking

Objective: 1-5

103) The GIMC approach is easier to apply when a company relies on the adaptation strategy for

its global expansion.

Question Tag: Definition (Concept)

AACSB Category: Reflective thinking

Objective: 1-5

104) Define GIMC. Why is GIMC important?

Question Tag: Definition (Concept)

AACSB Category: Application of knowledge

Objective: 1-5