Instructor Resource
Baack et al., International Marketing, 2e
SAGE Publishing, 2019
43. In which of the following cultures is sharing and being part of a group an important element
of a marketing message?
a. high power distance
b. low power distance
c. high context
d. low context
e. collectivist
44. Advertisements promoting “Buy Now!” are more likely to succeed in which of the following
cultures?
a. long-term orientation
b. short-term orientation
c. high-context orientation
d. low-context orientation
e. collectivist orientation
45. Which of the following present rational arguments or pieces of information to consumers?
a. experiential strategies
b. behavioral strategies
c. cognitive message strategies
d. affective message strategies
e. conative message strategies
Instructor Resource
Baack et al., International Marketing, 2e
SAGE Publishing, 2019
46. Which of the following involve four stages: encounter, problem, interaction, and solution?
a. testimonials
b. authoritative messages
c. slice-of-life executions
d. demonstrations
e. informative executions
47. As discussed in the text, alternative marketing programs in international marketing include
all of the following EXCEPT ______.
a. buzz marketing
b. guerrilla marketing
c. product placements
d. branded entertainment
e. web-rated campaigning
48. Buzz marketing stages include which of the following three stages?
a. inoculation, incubation, and reflection
b. incubation, inflection, and infection
c. inoculation, inflection, and infestation
d. inoculation, incubation, and infection
e. inoculation, infestation, and ingestion
49. Which of the following weaves a product or brand into the storyline of a movie or television
show?
a. branded entertainment
Instructor Resource
Baack et al., International Marketing, 2e
SAGE Publishing, 2019
b. buzz marketing
c. sponsorships
d. subliminal messaging
e. advertainment
50. Which type of marketing involves making contact with customers in comfortable settings,
including where they take part in hobbies, at entertainment venues, and at shopping locations?
a. subliminal
b. branded
c. event
d. lifestyle
e. guerrilla
51. The marketing mix, as it applies to international marketing, includes traditional advertising,
personal selling, sales promotion, and public relations.
a. True
b. False
52. Two levels of communication exist in organizations: individual interpersonal
communication and communication systems.
a. True
b. False
53. Anything that can distort or disrupt a message constitutes nose or barriers to communication.
Instructor Resource
Baack et al., International Marketing, 2e
SAGE Publishing, 2019
a. True
b. False
54. Emotions and distractions are individual differences that create barriers to communication.
a. True
b. False
55. Anger and depression greatly influence communication processes.
a. True
b. False
56. Failure to make contact can make some international customers feel suspicious of a sender.
a. True
b. False
57. The meaning of a message is mainly contained in words in a high-context culture.
a. True
b. False
58. Facial expressions, body language, and the person presenting a message all play important
roles in communication in high-context cultures.
a. True
b. False
Instructor Resource
Baack et al., International Marketing, 2e
SAGE Publishing, 2019
59. In high-context cultures, international marketers rely heavily on symbolism when sending
marketing messages.
a. True
b. False
60. Recency theory suggests that it takes three encounters with a message before a viewer will
notice and recall it.
a. True
b. False
61. The most complicated method for creating an international advertising budget is the objective
and task method.
a. True
b. False
62. Familiarity with local markets is an important consideration when selecting an advertising
agency for an international advertising campaign.
a. True
b. False
63. Renren is a popular social networking website for Chinese consumers.
a. True
Instructor Resource
Baack et al., International Marketing, 2e
SAGE Publishing, 2019
b. False
64. A continuous advertising format means that commercials run consistently throughout the
year.
a. True
b. False
65. A pulsating advertising format features advertisements throughout the year, with bursts
during key seasons.
a. True
b. False
66. A pulsating advertising format features advertisement run consistently throughout the year.
a. True
b. False
67. A cultural assimilator concentrates on making sure prices are carefully set in a specific
foreign country.
a. True
b. False
68. A cultural assimilator can help to guide international advertisers in the use of appropriate
appeal formats for various cultures.
Instructor Resource
Baack et al., International Marketing, 2e
SAGE Publishing, 2019
a. True
b. False
69. Advertising practices tend to be more conservative in Western cultures than in Eastern
cultures.
a. True
b. False
70. Attitudes toward sex and gender roles tend to be much more liberal in Europe than in the
United States.
a. True
b. False
71. The “equality paradox” in Europe refers specifically to income distribution.
a. True
b. False
72. Cultures with high degrees of power distance often experience advertising with verbal and
direct power claims.
a. True
b. False
Instructor Resource
Baack et al., International Marketing, 2e
SAGE Publishing, 2019
73. Visual elements of commercials focused on individualistic cultures tend to feature a person
enjoying a product alone.
a. True
b. False
74. Visual elements of commercials focused on individualistic cultures tend to show groups of
individuals enjoying a product together.
a. True
b. False
75. Advertisements in countries with high levels of uncertainty avoidance tend to be highly
structured and contain a great deal of information and detail.
a. True
b. False
76. A message strategy is the primary tactic or approach used to deliver the key idea in
advertisement.
a. True
b. False
77. Affective message strategies are designed to lead directly to a consumer response, such as a
store visit or purchase.
a. True
b. False
Instructor Resource
Baack et al., International Marketing, 2e
SAGE Publishing, 2019
78. A conative message strategy invokes feelings or emotions and matches those feelings with a
product, service, or company.
a. True
b. False
79. Cognitive message strategies most often encourage consumers to act immediately.
a. True
b. False
80. The executional framework is the manner in which an advertising appeal and message
strategy is delivered.
a. True
b. False
81. A cognitive message strategy is designed to achieve immediate results.
a. True
b. False
82. Association transfers are a format in which a product is combined with another object,
person, situation, or environment.
a. True
b. False
Instructor Resource
Baack et al., International Marketing, 2e
SAGE Publishing, 2019
83. Comparative advertising formats are illegal in some countries.
a. True
b. False
84. A consumer evangelist is a type of brand advocate.
a. True
b. False
85. In an international buzz marketing strategy execution, infection represents a successful
program in which brand awareness has been greatly enhance by positive endorsements.
a. True
b. False
86. Successful international guerrilla marketing programs generally take advantage of multiple
media formats.
a. True
b. False
87. International guerrilla marketing programs begin with the identification of consumer touch
points.
a. True
b. False
Instructor Resource
Baack et al., International Marketing, 2e
SAGE Publishing, 2019
88. Lifestyle marketing matches bottom-of-the-pyramid consumers.
a. True
b. False
89. Lifestyle marketing reaches bottom-of-the-pyramid consumers in comfortable settings, such
as where they shop.
a. True
b. False
90. One common criticism of international advertising is that advertising overemphasizes
materialism.
a. True
b. False
91. List and describe the various steps of the communication process as it applies to international
marketing. Use an example in an international marketing context to illustrate each of the steps.
92. Describe the various barriers to communication as they apply to international marketing,
including individual differences, situational factors, and mechanical problems. Use examples to
illustrate the various barriers.
Instructor Resource
Baack et al., International Marketing, 2e
SAGE Publishing, 2019
93. Describe how the following factors influence communication in high- vs. low-context
cultures: meaning of words, nonverbal communication, symbolism, use of data, descriptions, and
status of speaker. Compare and contrast how these factors differ in each culture.
94. List and describe the five steps involved with developing an international advertising
program.
95. Discuss the various selection criteria for international advertising agencies that are discussed
in the text. In your opinion, which criterion is most important? Why?
Instructor Resource
Baack et al., International Marketing, 2e
SAGE Publishing, 2019