Chapter 19 – International Advertising and Promotion
43. (p. 647) _____ refers to the tendency of individuals to view their own group or society as the
center of the universe.
44. (p. 647) Which of the following statements about cultural values is true?
Chapter 19 – International Advertising and Promotion
45. (p. 647) A beverage company entered a new market in which it saw great potential.
However, though its products matched those of local competitors in quality and price, sales
were sluggish. The company realized that consumers believed that the local brands were
better just because they were local. It had failed to account for the _____ of the consumers
during the planning process.
46. (p. 647) In the U.S., promotions for Agile Sports products emphasize individualism and
independence. In Japan, however, the company had to change its message to one that focused
on team values and cooperation, due to the differing _____ in the two countries.
Chapter 19 – International Advertising and Promotion
47. (p. 648) U.S. brands have become popular in many other European countries as well as in
Asia. Marketers attribute the rising popularity of many U.S.-made products to:
48. (p. 649) Chinese values are centered around ____, which stresses loyalty and interpersonal
relationships.
Chapter 19 – International Advertising and Promotion
49. (p. 650) To reach out to the youth market in the Middle East, Coca-Cola and Pepsi have:
Chapter 19 – International Advertising and Promotion
50. (p. 650) An American sporting goods manufacturer wanting to sell on the Belgian home
shopping channel would find that different laws govern the people who live in the Flemish
communities, the German communities and the French communities that exist in the nation.
For instance, in the French-speaking community of Walloon in Belgium, the home shopping
channel is legal. It is an illegal operation, however, in Flanders, the area of the country where
Flemish is spoken. This is an example of how _____ factors affect global marketing.
Chapter 19 – International Advertising and Promotion
51. (p. 650) Since the European Union banned the use of food dyes in seafood, the salmon
market has suffered. People mistakenly believe that salmon is naturally pink. Unfortunately,
salmon is an unappetizing gray color. This is an example of how _____ factors can
inadvertently hurt small businesses.
52. (p. 650) Diet Coke is known as Coca-Cola Light in Germany, France and many other
countries because these countries have legal restrictions prohibiting the use of the word diet.
This is an example of how _____ factors affect global marketing.
Chapter 19 – International Advertising and Promotion
53. (p. 651) _____ is a strategy of advertising in which certain banned products are indirectly
advertised by labeling a non-banned product with a familiar logo so as to develop brand
image and easy recall.
54. (p. 651) The UB Group named its airline business Kingfisher, after its popular beer brand of
the same name. This is one of the most successful examples of ____. The extension of the
Kingfisher brand to the airline gave a great push to the original category, beer, which cannot
be advertised in many parts of the world.
Chapter 19 – International Advertising and Promotion
55. (p. 652) _____ is a marketing approach that assumes that the needs satisfied by a product or
service and the way it is used are the same everywhere in the world, and therefore utilizes a
common approach in all countries.
56. (p. 652) The concept of ______ deals with all elements of a firm’s marketing mix while the
concept of _____ deals specifically with the communication aspect of marketing.
Chapter 19 – International Advertising and Promotion
57. (p. 652) _____ was the marketing scholar who popularized the concept of global marketing.
58. (p. 653) Production standardization leads to:
Chapter 19 – International Advertising and Promotion
59. (p. 656) British Airways believes it is very difficult to differentiate itself from other major
airlines on the basis of schedules, routes and price. However, the airline thinks it can be
differentiated on the basis of service and has decided to focus much of its effort on image
advertising using the theme “The World’s Favorite Airline”. Which of the following is correct
regarding this type of advertising campaign?
60. (p. 656) For which of the following will worldwide appeals NOT be appropriate?
Chapter 19 – International Advertising and Promotion
61. (p. 657) Products such as Swiss watches, German automobiles and French wines are
automatically assumed to be superior to similar products from other countries because:
62. (p. 657) Products from countries with national reputations for quality and/or a distinctive
image that can be used as the basis for global advertising capitalize on the:
Chapter 19 – International Advertising and Promotion
63. (p. 657) _____ refers to consumers’ general perceptions of quality for products made in a
given country.
64. (p. 660) _____ is an advertising format where ads follow the same basic approach but
themes, copy, and visual elements may be adjusted.
Chapter 19 – International Advertising and Promotion
65. (p. 660) The _____ approach recognizes similar desires, goals, needs, and uses for products
and services, but tailors advertising to the local cultures and conditions in each market.
66. (p. 660) Weight Watchers, having achieved a 50 percent market share in the United States,
was ready to move into international markets. The company found it had to introduce new
diets and weight-loss measures on a country-by-country basis even though it maintained its
basic ad campaign. Weight Watchers used:
Chapter 19 – International Advertising and Promotion
67. (p. 661) Gillette had a worldwide advertising campaign for its Sensor razors using the ad
campaign theme “Gillette—the best a man can get.” Some of the ads featured sports stars
from the host country rather than using only one sports star in all of the ads. This is an
example of a(n):
68. (p. 661) The dominant strategy used by most international advertisers today is to:
Chapter 19 – International Advertising and Promotion
69. (p. 662) Three basic options for organizing international marketing are: centralization at the
home office or headquarters, decentralization of decision-making to local foreign markets,
and:
70. (p. 662) In case of a _____ approach to international advertising and promotion function, all
decisions about agency selection, research, creative strategy and campaign development,
media strategy, and budgeting are made at the firm’s home office.