Ch. 14- Quiz Flashcards
The Chocolate War that has erupted in the EU and was cited in your textbook is an example of which one of the following?
A. A consistent worldwide brand image is increasingly important.
B. A company’s brand name issues are important concerns.
C. Companies must often adapt their products to satisfy laws and regulations.
D. Companies may need to identify a different cultural need that it satisfies.
E. Companies need to adapt their products to suit local buyers’ product preferences, which are rooted in culture.
C. Companies must often adapt their products to satisfy laws and regulations.
Companies adapt their products to suit local buyers’ product preferences. What factor influences this decision?
A. Countries’ laws and regulations
B. Consumer protection
C. Cultural differences
D. Brand image
E. Holding down production costs and consumer prices
C. Cultural differences
Companies need to review the image of their brand from time to time and update it if it seems old-fashioned. Which company, cited in the book, was able to breathe new life into its brand?
A. Haagen-Dazs
B. Lipton
C. Honda
D. Altoids
E. Clark Shoes
B. Lipton
The value customers obtain from a product is heavily influenced by the image of the country in which it is designed, manufactured, or assembled. This image can be positive for some products but negative for others. Which one of the following showcases the best and worst image?
A. French wine and cheese
B. Russian caviar and Russian automobile
C. Brazilian coffee and shoes
D. Swiss chocolate and Swiss watches
E. Japanese cars and electronics
B. Russian caviar and Russian automobile
Companies traditionally managed to extend a product’s life by introducing products in industrialized countries and only later marketing them in developing and emerging markets. However, companies are undertaking new-product development at an increasingly rapid pace. This is the result of ______________.
A. counterfeit and black markets that are common among highly visible brand-name consumer goods.
B. the weakness of developing nations at enforcing such legal protections.
C. cultural differences that are forcing companies to adapt their products to suit local preferences.
D. protecting a brand name.
E. consumers in developing and emerging markets also demanding the latest products.
E. consumers in developing and emerging markets also demanding the latest products.
Which one of the following identifies a company’s efforts to reach distribution channels and target customers through communications, such as personal selling, advertising, public relations, and direct marketing?
A. Promotion mix
B. Push strategy
C. International advertising
D. Distribution system
E. Pull strategy
A. Promotion mix
Which one of the following is a promotional strategy designed to create buyer demand that will encourage distribution channel members to stock a company’s product?
A. International advertising
B. Pull strategy
C. Marketing communication
D. Push strategy
E. Promotion mix
B. Pull strategy
Manufacturer sales representatives are constantly calling on Walmart to encourage it to stock their products and give them visibility. This is an example of what promotional approach?
A. Push strategy
B. Distribution system
C. International advertising
D. Pull strategy
E. Promotion mix
A. Push strategy
Which company, cited in the textbook, was able to use the pull strategy to introduce Rejoice haircare products into Asia?
A. Lipton
B. Haagen-Dazs
C. Honda
D. Procter & Gamble
E. Walmart
D. Procter & Gamble
Which promotion approach is used to create consumer demand through direct marketing techniques?
A. Combination of push and pull strategy
B. Push strategy
C. International advertising
D. Pull strategy
E. Manufacture discount
D. Pull strategy
Mobile phone manufacturers offer discounts on phones to encourage buyers to choose their phone. Identify their promotional approach.
A. Distribution system
B. International advertising
C. Combination of push and pull strategy
D. Pull strategy
E. Push strategy
D. Pull strategy
A company’s international sales force is the key to successfully implementing a push strategy abroad. Which one of the following steps would you use in order to empower your sales force to meet their performance targets?
A. Learn from your representatives
B. Research the customer
C. Know the sales scene
D. Bring force to home office
E. Work with the culture
C. Know the sales scene
You are hired to manage the international sales team for a U.S. company. The immediate feedback you receive from the sales team overseas is that salespeople believe they are pushing products that bear no relationship to the local market and their performance will suffer. Which one of the following steps would you choose?
A. Involve the sales reps in the R&D process so that they have a better sense of the product.
B. Investigate what potential buyers want and how much they are willing to pay.
C. Formulate a targeted sales strategy and empower your sales force to meet their performance targets.
D. Learn how the sales team feels differently about work in teams and competition.
E. Investigate the amount of compensation, as well as the way in which it is delivered.
A. Involve the sales reps in the R&D process so that they have a better sense of the product.
Developing and emerging markets typically have fewer available forms of mass media for use in implementing a pull strategy. Which one of the following options would you choose to increase consumer awareness of a product and generate product demand?
A. Use billboards and radio
B. Use magazines
C. Use cable or satellite TV to reach the consumers who have money
D. Use social media
E. Use point of sales promotion
A. Use billboards and radio
When going global with an Internet presence, the best strategy may be to localize as much as possible. Which one of the following should you avoid when perfecting an online presence?
A. Choosing colors
B. Watching the clock
C. Using slang
D. Selecting numbers
E. Waving the flag
C. Using slang
