Chapter 19 – International Advertising and Promotion
1. (p. 641) International markets are important to small and mid-size companies as well as large
multinational corporations.
2. (p. 645) Demographic data can provide insight into the living standards and lifestyles in a
particular country to help companies plan ad campaigns.
Chapter 19 – International Advertising and Promotion
3. (p. 652) One of the main advantages of global marketing and advertising is economies of scale
in production and distribution.
4. (p. 653) Product standardization results in higher production costs.
5. (p. 653) Product standardization is becoming increasingly important as a result of longer
product life cycles.
Chapter 19 – International Advertising and Promotion
6. (p. 653) It is extremely easy to develop an effective universal approach to marketing and
advertising a single product across the world.
7. (p. 656) Products that are steeped in the cultural heritage of a country are best suited to
worldwide appeals.
8. (p. 656) Brands or messages that have a primarily verbal appeal are best suited for worldwide
ad campaigns.
Chapter 19 – International Advertising and Promotion
9. (p. 662) A centralized approach to organizing for advertising is not suitable when market and
media conditions are similar from one country to another.
10. (p. 662) A decentralized approach to organizing for advertising should be adopted when the
company can use standardized advertising.
Chapter 19 – International Advertising and Promotion
11. (p. 662) Many companies prefer a centralized organizational structure to keep control of the
marketing effort and corporate and/or brand image.
12. (p. 662) Centralization of international advertising may also be best when a company
operates through foreign distributors or licensees who do not become involved in the
marketing and promotional process.
Chapter 19 – International Advertising and Promotion
13. (p. 639) Which of the following factors is limiting growth opportunities in the U.S. market
for many companies?
14. (p. 639) Many tobacco companies and breweries in the U.S. are focusing their efforts on
international markets to sustain growth because of:
Chapter 19 – International Advertising and Promotion
15. (p. 640) Had globalization not occurred, most European companies would not have been able
to compete against larger U.S. and Japanese companies because of:
16. (p. 640) Swiss-based Nestlé and Netherlands-based Unilever are two of the world’s largest
consumer-product companies as a result of:
Chapter 19 – International Advertising and Promotion
17. (p. 641) The difference between the monetary value of a nation’s exports and imports is its:
18. (p. 641) A balance of trade deficit exists when the:
Chapter 19 – International Advertising and Promotion
19. (p. 641) The U.S. has been experiencing a continuing balance of trade ____. This _____ the
importance of international marketing efforts by U.S. companies.
20. (p. 642) The part of a firm’s marketing functions that is the most visible to consumers as well
as the most culture-bound is its:
Chapter 19 – International Advertising and Promotion
21. (p. 642) Which of the following is an example of a major external environmental factor that a
company must consider when analyzing the international marketing environment?
22. (p. 643) Which of the following is a part of the economic environment of a foreign country?
Chapter 19 – International Advertising and Promotion
23. (p. 643) Which of the following is a cultural factor affecting international marketing?
24. (p. 643) _____ is an example of a cultural factor affecting international marketing.
Chapter 19 – International Advertising and Promotion
25. (p. 643) Which of the following forms a part of the demographic environment of a country?
26. (p. 643) The communications, transportation, financial and distribution networks of a country
are part of its:
Chapter 19 – International Advertising and Promotion
27. (p. 643) For companies wishing to enter a new market, a country’s economic conditions
indicate its ____, since products and services can be sold only to countries where there is
enough income to buy them.
28. (p. 643) When the CEO of International Partners, Ltd. was in Katmandu, the capital of
Nepal, he found that 90 percent of his telephone calls didn’t connect to the party he was
calling. This represents a problem with Nepal’s:
Chapter 19 – International Advertising and Promotion
29. (p. 643) A U.S. executive in Namibia in Africa experienced trouble negotiating a franchise
deal with local investors because the electricity was constantly shutting off. One of the
investors was unable to attend the meeting because there is so little public transportation in
the country. These problems indicate a problem with Namibia’s:
30. (p. 644) China and India in particular are two countries that are transforming the global
economy. One of the main reasons for this is:
Chapter 19 – International Advertising and Promotion
31. (p. 645) Factors such as size of the population, age distribution, education, and income levels
are part of a country’s _____ characteristics.
32. (p. 645) In the past few years, international toy manufacturers have been targeting the South
American market as a result of the growth in the youngest segment of the population. Which
of the following factors has influenced this decision?
Chapter 19 – International Advertising and Promotion
33. (p. 645) A U.S. exporter of baby furniture is planning to export its products to another
country. The company wants to know how many people are in the Full Nest I stage of the
family life cycle in that country. This type of information is part of a nation’s _____
environment.
34. (p. 645) _____ variables marketers must consider include language, customs, tastes,
attitudes, lifestyles, values, and ethical/moral standards.
Chapter 19 – International Advertising and Promotion
35. (p. 645) The Polaroid Corporation encountered great problems when it attempted to market
instant cameras in France. The French consumer saw little need for having a picture
developed instantly. This indicates Polaroid did not understand the French _____
environment.
36. (p. 645) Variables such as language, customs, tastes, values and lifestyles are part of a
country’s:
Chapter 19 – International Advertising and Promotion
37. (p. 645) _____ factors of the international environment probably create more problems for
advertisers than any others since they directly impact the ability to communicate effectively
with consumers in foreign countries.
38. (p. 645) Most Asian women are shy about their bodies. This would be important _____
information to a company like Victoria’s Secret as it expands into Korean markets.
Chapter 19 – International Advertising and Promotion
39. (p. 645) To market on the Belgian home shopping channel, advertisers have to prepare
programs in Flemish (a version of Dutch), Dutch and German because all three languages are
commonly spoken in Belgium. This language difficulty represents a _____ problem for a U.S.
company trying to sell its products on the Belgian home shopping channel.
40. (p. 645) A delivery service must understand that as a result of _____ differences, Europeans
are not as time-sensitive as Americans, and Asians are even less time-sensitive than
Europeans.
Chapter 19 – International Advertising and Promotion
41. (p. 646) The only South American country where Coca-Cola is not the market leader is Peru,
where local tastes prefer Inca Kola. Inca Kola is golden-yellow in color and tastes like
banana-flavored bubble gum. Which environmental factor is most responsible for the fact
Coca-Cola does not sell well in Peru?
42. (p. 647) In France, cosmetics are used heavily by men as well as women and advertising
directed to the male market is common. Consumers in the U.S. are heavier users of personal
hygiene products such as deodorants and mouthwashes. These are examples of _____
differences that affect consumption patterns.