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86) Urban Necessities is planning its promotional strategy as it enters the foreign
marketplace. The company’s line of clothing serves the same function around the world so it can
be promoted in the same way. However, the company will need to make slight changes to some
of the clothing to meet local customer needs. Which promotion strategy should the company
use?
A) Different product–same message
B) Product adaptation–same message
C) Same product–same message
D) Same product–different message
87) To avoid translation errors, the experienced advertising manager will use
A) a common language such as English, Mandarin, or French.
B) local translators.
C) back-translation along with keeping the copy short.
D) both local and home-country translators in teams.
88) Unlike traditional television advertisements, Internet communications are
A) interactive.
B) reactive.
C) refractive.
D) attractive.
89) A middle ground between an ad campaign that is standardized worldwide and an entirely
local ad campaign is called a
A) hybrid advertising campaign.
B) programmed-management approach.
C) computerized-management approach.
D) shared-management approach.
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90) Following the oil tanker spill, E-Source Energy Company needed to foster goodwill with
its foreign consumers. The company launched a campaign that showed the cleanup efforts and
new technologies that would prevent future disasters. What type of global advertising strategy
was the company using?
A) public relations
B) personal selling
C) sales promotion
D) pop-up ads
91) Kenneth thought the company should promote the new product in foreign markets by
having a contest in which the winner would receive a one-year supply of the product. Which type
of advertising strategy is Kenneth suggesting?
A) sales promotion
B) pop-up ads
C) personal selling
D) public relations
92) When considering international advertising efforts, a company that adopts a “glocal”
approach is
A) focusing on a localized campaign.
B) more concerned with other elements of the marketing mix than promotion.
C) using more global campaigns than local ones.
D) developing a cost-effective common strategy for large regions.
93) Disintermediation is
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A) the unraveling of traditional distribution structures.
B) a way to avoid higher taxes through transfer pricing.
C) separating markets, sometimes based on segmentation.
D) allowing orders to be placed via the Internet but delivered traditionally.
94) The ability to ship products quickly may mean that
A) companies don’t need to rely on the traditional distribution structures.
B) expenditures will increase in consumer durables.
C) the process of disintermediation will be slowed down.
D) new markets will develop more quickly.
95) Fairway Golf Inc. traditionally received a telephone order for its products and shipped
them out. Since the packaging was bulk, customers would receive their order in about three
weeks. The company has recently promoted overnight delivery service and find that most
customers are willing to pay the price for this faster shipping method. What trend does this
represent?
A) disintermediation
B) self-fulfilling prophecy
C) economies of scale
D) mass customization
FILL IN THE BLANK. Write the word or phrase that best completes each statement or
answers the question.
96) The set of strategic decisions a company makes about a product, including its promotion,
pricing, and distribution is called the ________.
97) Climate and terrain work against product ________, with altitude, humidity levels, and
heat often requiring product changes.
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98) Same product–________ is a useful promotional strategy when target markets vary little
from one another.
99) The promotional mix is communicated through advertising, publicity, personal selling,
promotion, and ________.
100) Among the promotional mix elements, __________ changes the least around the world.
101) Europeans, especially the French, want sophisticated advertisements, while U.S. shoppers
react to more ________ appeals.
102) The text describes ________ as science and psychology brought together as a promise.
103) Brands outlive ________, conveying a uniform quality, credibility, and experience.
104) ________ is communication between a firm and its publics to bring about a favorable
buying action.
105) The variation in media availability is a strong reason to use ________ media consultants.
106) Advertisers use ________ to ensure that their translations are acceptable in the local
language.
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107) “Think globally, but act locally” is an example of a ________ approach to marketing
strategy.
108) The programmed-management approach is a newly developed ________ strategy that
allows for local participation within a global framework.
109) Industrial products are sold more through ________ than through advertising.
110) Sales ________ provides selling aids for the marketing function such as a point-of-
purchase display.
111) ________ pricing is local pricing in another country.
112) ________ pricing is prices for goods manufactured in one country and exported to
another.
113) A price ________ strategy in a new market involves setting a high price to recover
development costs.
114) A ________ pricing strategy helps to quickly establish a product in a new market.
115) Disintermediation is the unraveling of traditional ____________ structures.
ESSAY. Write your answer in the space provided or on a separate sheet of paper.
116) Discuss the differences between the physical product and the total product, with
examples.
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117) Describe the foreign environmental forces that can affect the products and services a
company offers. Provide an example of a product that has been affected by each of these forces.
118) Compare and contrast the six most common promotional strategies for the global market.
119) Discuss the use of sales promotion as a marketing tool. How do cultural constraints affect
sales promotion?
120) Discuss foreign national pricing and international pricing. How do they differ?
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Answer Key
Test name: Module 13
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