Instructor Resource
Baack et al., International Marketing, 2e
SAGE Publishing, 2019
Test Bank
Chapter 16: International Sales Promotions and Public Relations
1. Marketing activities that are designed to stimulate consumer and marketing channel demand
for a product or service are ______.
a. sales promotions
b. consumer promotions
c. trade promotions
d. channel promotions
e. market-based promotions
2. Which of the following include coupons, sweepstakes, refunds and rebates, premiums, bonus
packs, price-off programs, and samples?
a. sales promotions
b. consumer promotions
c. trade promotions
d. channel promotions
e. market-based promotions
3. Which of the following consist of trade allowances, trade contests, trade shows, and point-of-
purchase materials?
a. sales promotions
b. consumer promotions
c. trade promotions
Instructor Resource
Baack et al., International Marketing, 2e
SAGE Publishing, 2019
d. channel promotions
e. market-based promotions
4. Which of the following occurs when an international marketer promotes a product to
intermediaries?
a. channel strategy
b. push strategy
c. pull strategy
d. promotional strategy
e. market-based promotions
5. Which of the following focuses on stimulating product demand at the consumer level?
a. channel strategy
b. push strategy
c. pull strategy
d. promotional strategy
e. market-based promotions
6. The use of which of the following has waned in the United States, even though the technique
continues to be an effective promotional technique in other parts of the world?
a. direct mail
b. consumer promotions
c. trade promotions
d. direct marketing campaigns
e. market-based promotions
Instructor Resource
Baack et al., International Marketing, 2e
SAGE Publishing, 2019
7. Which of the following is NOT a common goal of consumer promotions in international
marketing?
a. obtain trial usage of a product
b. increase consumption of an existing brand
c. build brand loyalty
d. pre-empt competitive efforts
e. reduce direct selling costs
8. International consumer promotions include all of the following EXCEPT ______.
a. coupons
b. premiums
c. bonus packs
d. contests and sweepstakes
e. point-of-purchase displays
9. Types of coupons used in international sales promotions include all the following EXCEPT
______.
a. print media
b. direct mail
c. on package
d. storefront
e. response offer
Instructor Resource
Baack et al., International Marketing, 2e
SAGE Publishing, 2019
10. A price discount in the form of a printed or electronic certificate is a ______.
a. coupon
b. premium
c. bonus pack
d. contest
e. sweepstakes
11. The most recent trend in couponing is the use of ______.
a. print media
b. direct mail
c. on-package
d. scanner delivered
e. electronic delivered by mobile phone
12. A gift inside a cereal box is a(n) ______.
a. coupon
b. premium
c. bonus pack
d. instant redemption prize
e. contest prize
13. Which of the following is an item offered as a reward for purchasing another item?
a. premium
b. bonus pack
c. rebate
Instructor Resource
Baack et al., International Marketing, 2e
SAGE Publishing, 2019
d. loss leader
e. market-based promotions
14. Which of the following incur the additional expense of providing extra merchandise at a
standard price?
a. premiums
b. bonus packs
c. rebates
d. loss leaders
e. market-based promotions
15. When Dubai’s Center Centre Mall rewarded customers who spent at least 300 AED with
lottery numbers that could be used to potentially win a prize, the center was using which of the
following techniques?
a. contests and sweepstakes
b. premiums
c. rebates
d. loss leaders
e. market-based promotions
16. Which of the following require consumers to mail a form or certificate to a marketer along
with a proof of purchase?
a. contest or sweepstake
b. premium
c. rebate
Instructor Resource
Baack et al., International Marketing, 2e
SAGE Publishing, 2019
d. loss leader
e. market-based promotions
17. Which of the following presents a consumer with an immediate price break, expressed as a
percentage of the price at the time of purchase?
a. contest or sweepstake
b. premium
c. loss leader
d. price-off promotion
e. market-based promotions
18. Which of the following allows a consumer to take advantage of testing a product without
paying for it?
a. contest or sweepstake
b. coupon
c. loss leader program
d. sampling
e. market-based promotions
19. Which does sampling encourage?
a. testing a product
b. repeat purchases
c. referrals to peers
d. entries into contests
e. recall of the brand name
Instructor Resource
Baack et al., International Marketing, 2e
SAGE Publishing, 2019
20. What type of manager now plays an important role in international marketing sales
promotions?
a. search engine optimization
b. search engine operator
c. search engine mediator
d. search engine facilitation
e. search engine moderator
21. Which of the following types of promotional tools signals to a consumer that a company is
adapting to the changing times?
a. couponing
b. contests and sweepstakes
c. social media
d. push promotions
e. pull promotions
22. Which type of consumer takes advantage of coupons, price-off programs, and premiums?
a. promotion prone
b. price sensitive
c. brand loyal
d. preferred brand
e. deal prone
Instructor Resource
Baack et al., International Marketing, 2e
SAGE Publishing, 2019
23. Which type of consumer uses price as the only purchase criterion?
a. promotion prone
b. price sensitive
c. brand loyal
d. preferred brand
e. deal prone
24. Which type of consumer purchases only a favored brand and does not look for, nor do they
often buy, substitutes?
a. promotion prone
b. price sensitive
c. brand loyal
d. preferred brand
e. deal prone
25. Which of the following is NOT a major form of international trade promotion?
a. trade shows
b. trade allowances
c. cooperative advertising
d. couponing
e. point-of-purchase materials
26. When two organizations pay for a commercial because it mentions both products, it is
______.
a. a consumer promotion
Instructor Resource
Baack et al., International Marketing, 2e
SAGE Publishing, 2019
b. a trade show
c. creative advertising
d. cooperative advertising
e. a multimedia advertising program
27. The most direct interaction with potential customers takes place with this promotion: ______.
a. trade contests
b. channel discounts
c. slotting fees
d. trade shows
e. display allowances
28. What term describes a price reduction or other consideration paid to an intermediary as an
incentive to promote a specific product?
a. trade coupon
b. trade allowance
c. bill-back allowance
d. slotting fee
e. market-based promotions
29. When Samsung offers a price break to wholesalers who distribute a certain volume of
products, it is which form of promotion?
a. off invoice
b. bill back
c. display
Instructor Resource
Baack et al., International Marketing, 2e
SAGE Publishing, 2019
d. slotting
e. market-based promotions
30. Which type of allowance takes the form of a monetary allowance presented to a retailer or
intermediary at the end of a promotional period?
a. off invoice
b. bill back
c. display
d. slotting
e. market-based promotions
31. Large international beverage marketers including Pepsi and Coca-Cola utilize which kind of
allowance for retailers that perform important marketing functions?
a. off invoice
b. bill back
c. display
d. slotting
e. market-based promotions
32. A payment that is made by an international marketer in order to secure shelf space in a store
is referred to as which of the following?
a. bill-back fee
b. shelving fee
c. promotional fee
d. slotting fee
Instructor Resource
Baack et al., International Marketing, 2e
SAGE Publishing, 2019
e. placement fee
33. Slotting fees are often referred to as which of the following in Europe?
a. placement
b. intermediary
c. listing
d. shelving
e. promotional
34. A slotting or listing fee is ______.
a. a payment that is made by an international marketer in order to secure shelf space in a store
b. a payment to remove an item from store shelves that did not sell
c. a form of cooperative advertising
d. the fee paid to advertise on television
e. a form of consumer promotion
35. What term describes an arrangement in which a manufacturer agrees to pay for part of the
advertising expenses for a retailer in exchange for promoting a specific product or products?
a. display advertising
b. promotional advertising
c. cooperative advertising
d. trade advertising
e. market-based promotions
Instructor Resource
Baack et al., International Marketing, 2e
SAGE Publishing, 2019
36. When prizes are offered to companies or individual salespersons for selling a given
manufacturer’s product, the type of trade promotion is a ______.
a. slotting fee
b. trade contests
c. relationship management
d. cooperative advertising
e. market-based promotion
37. Which of the following are often considered to be trade promotions given that they assist
retailers in selling a product?
a. coupons
b. point-of-purchase materials
c. rebates
d. refunds
e. market-based promotions
38. Which of the following involves the management of communications with all organizational
stakeholders?
a. public relations
b. marketing
c. advertising
d. channel communication
e. market-based promotions
39. External stakeholders for a company include all of the following EXCEPT ______.
Instructor Resource
Baack et al., International Marketing, 2e
SAGE Publishing, 2019
a. unions
b. shareholders
c. media
d. customers
e. managers
40. Which of the following involves reacting to negative events caused by a company’s mistake,
consumer grievances, or unjustified or false claims?
a. public relations
b. damage control
c. corporate communications
d. marketing communications
e. market-based promotions
41. Which of the following involves a company taking credit for a positive event outcome?
a. enhancing
b. entitling
c. expanding
d. extorting
e. explaining
42. Which of the following emphasizes the value of an outcome in a public relations campaign?
a. enhancement
b. entitlement
c. expansion