全球营销chap112 test answersWord下载.docx

全球营销chap112 test answersWord下载.docx

《全球营销chap112 test answersWord下载.docx》由会员分享，可在线阅读，更多相关《全球营销chap112 test answersWord下载.docx（17页珍藏版）》请在冰点文库上搜索。

sUKfranchiseesseveralhundredsofgallonsoffreesoftdrinksyrupiftheyagreedtoserveonlyCoca-Colabeverages.Thisactionisanexampleofatradepromotion.

a.True（page472,medium）

6.InarecentconsumerpromotioninHongKong,theCoca-ColaCompanygaveCokeLitedrinkersthechancetowinanexpensivediamond.ThepromotionwassupportedwithTVandprintadsaswellasviaCokeLite’sHongKongWebsite.Thisisanexampleofintegratedmarketingcommunications.

7.Overall,salespromotiontoolssuchascouponsareusedlessfrequentlyasconsumerproductscompaniesincreasebudgetallocationsformediaadvertising.

b.False（pp.472-473,medium）

8.Salespromotionprogramscanbedesignedtoenablecompaniesaddtoconsumerinformationtotheirdatabases.

a.True（page473,medium）

9.KashaniandQuelchnotethatmergersandacquisitionshaveresultedinincreasedconcentrationintheretailingindustry.Oneimplicationofthistrendisincreasedrelianceoncentralizedcontrolofpromotionalprogramformulation.

a.True（pp.473-474,hard）

10.Inalow-incomecountry,freesamplesarelikelytobemoreaeffectivepromotionaltoolthancouponsoron-packpremiums.

a.True（page474,medium）

11.Whendesigningsalespromotionprograms,marketersshouldkeepinmindthatthemostfundamentalthingconsumerswanttodoistrybeforetheybuy.

12.Theuseofcouponsasapromotiontoolisgovernedbyuniformregulationsthroughouttheworld.

b.False（pp.475-476,medium）

13.Japaneseconsumersareavidusersofyen-offcoupons.

14.Insomedevelopingcountries,consumersarereluctanttobuyfull-sizedpackagesofunfamiliarimportedproducts.Insuchamarketingenvironment,samplingisanappropriatepromotionalstrategy.

a.True（pp.475-476,medium）

15.Asasalespromotiontechnique,couponingisequallypopularinEuropeandtheUnitedStates.

16.Comparedwithothermarketingpromotiontechniques,samplingismorelikelytoresultinactualproducttrial.

a.True（page476,easy）

17.IntheUnitedStates,consumersredeemabout25percentofthetotalnumberofcouponsissuedeachyear.

b.False（page476,medium）

18.“Pointofuse”productsamplingisgaininginpopularityamongmarketers.

b.False

19.IntheUnitedStatesandGreatBritain,mailisprimaryvehiclefordistributingcouponstoconsumers.

b.False（page476,easy）

20.IntheUnitedStatesandGreatBritain,newspapersaretheprimaryvehiclefordistributingcouponstoconsumers.

21.MalaysiaisanexampleofaMuslimcountrywhereconsumersavoidsweepstakespromotionsbecauseIslamforbidspeoplefromgambling.

b.False（page477,medium）

22.Incountrieswithlownewspaperreadership,largenumbersofconsumersmaybeunawareofacoupon-basedsalespromotioneffort.

a.True（page477,medium）

23.WhenMCICommunicationsfirstenteredLatinAmerica,itdidsobyutilizinglow-costlocalsalespersonnel.

a.True（pp.479-480,medium）

24.WhenMCICommunicationsfirstenteredLatinAmerica,itutilizedexpatriateAmericansdespitethehighcostofdoingso.

b.False（pp.479-480,medium）

25.Anexpatriateisapersonwhohasbeensentfromhisorherhomecountrytoworkabroad.

a.True（page480,easy）

26.Relationshipmarketing—i.e.,anemphasisondevelopinglong-termrelationshipswithcustomers—hasbeenembracedbymanyU.S.companies.

a.True（page482,medium）

27.TheU.S.-style"

I'

lldowhateverittakestogetyourbusiness"

hasproventobeasuccessfulsellingapproachthroughouttheworld.

b.False（page482,medium）

28.Buildingrapportandtrustwithcustomersispartofasalesrepresentative'

srelationshipstrategy.

29.Acommitmenttothemarketingconceptandadesiretoserveasaproblemsolverwhenhelpingcustomersispartofasalesrepresentative'

spersonalsellingphilosophy.

30.Inpersonalselling,thegoalofnegotiationshouldbetoensurethatboththecustomerandthesalespersoncomeawayfromthepresentationaswinners.

31.Thefinalstepinthe6-stepsalespresentationplanisclosingthesale.

b.False（page483,medium）

32.U.S.-stylenegotiationtacticsareunderstoodandacceptedthroughouttheworld.

b.False（pp.483-484,medium）

33.Ethnocentriccompaniesarelikelytouseanexpatriatesalesforceincountriesatalllevelsofeconomicdevelopment.

a.True（pp.485-486,hard）

34.Incompanieswhereapolycentricmanagementorientationprevails,host-countrynationalswillbeusedinmostsellingsituationswiththeexceptionofhigh-techproductssoldindevelopedcountries.

35.Acompanywitharegiocentricorientationislikelytoutilizethird-countrynationalsforitssalesforceinlessdevelopedcountries.

36.“Highcost”and“highturnover”aretwodisadvantagestousinganexpatriatesalesforce.

a.True（page486,medium）

37.Theapproachknownasone-to-onemarketingissimilartothenotionofcustomerrelationshipmanagement（CRM）.

a.True（p.488,medium）

38.Generallyspeaking,consumersviewdirectmarketingasentailingahigherlevelofriskthantraditionalmassmarketing.

a.True（page489,medium）

39.Directmarketingdoesnotworkwellasaglobalmarketingtoolbecauseitisnotwellsuitedtothetaskofaddressingculturaldifferencesamongconsumers.

b.False（page489,medium）

40.Germanyleadsworldintermsofamountofdirectmailreceivedpercapita.

b.False（pp.489-490,hard）

41.Europeishometoawell-developedmailinglistindustrytosupporttheactivitiesofdirectmailmarketers.

42.GermanyleadstherestofEuropeintermsofpercapitamailordersales.

43.Nestlé

'

suseofdirectmailaspartofamarketingeffortpromotingFriskiescatfoodinMalaysiaresultedinfailure.

b.False（page491,medium）

44.OnekeytoPatagonia'

ssuccesswithcatalogsellinginJapanwaspublishingJapaneselanguagecatalogs.

a.True（pp.492-493,medium）

45.InEurope,GreatBritainistheleaderintheuseofinteractiveTVasadirectmarketingchannel.

a.True（page493,medium）

46.Thelargestshareofsponsorshippromotiondollarsisspentonsportsevents.

a.True（page495,easy）

MultipleChoice

47.AmarketeroffineFrenchcognacoffersfancycigarashtraysasprizestoconsumerswhocorrectlysolveacrosswordpuzzle.Whichofthefollowingmostaccuratelydescribesthisoffer:

a.pricepromotion

b.non-pricepromotion（page472,medium）

c.tradesalespromotion

d.sweepstakespromotion

48.WhichofthefollowingisNOTanadvantageofusingsalespromotions:

a.providesatangibleincentivetobuyers

b.providesaccountabilitytomarketingmanagers

c.enablescompanytobuilditsdatabase

d.buildslong-termbrandawareness（page472,medium）

49.Whichofthefollowingtrendsisconsistentwitharelativelyhighlevelofheadquartersinvolvementinsalespromotions:

a.higherproportionofmarketingbudgetallocatedtosalespromotionactivities

b.needformanagerialskillswithpromotionformulationandimplementation

c.strongglobalbrand

d.increasedretailconcentrationandconsolidation

e.alloftheabove（page474,medium）

50.Whichpromotionaltechniqueisbestsuitedtoasituationinwhichacompanywantsconsumerstoactuallytryitsproduct:

a.sampling（page474,medium）

b.sweepstakes

c.couponing

d.free-standinginserts

51.Dependingonindividualcountryregulations,whichofthefollowingmethodsmaybeavailablefordistributingcouponstoconsumers:

a.mail

b.onproductpackages

c.insideproductpackages

d.innewspapers

e.alloftheabove（page475,medium）

52.AboxofCresttoothpastecontainsacouponentitlingthebuyertosave50centswhenpurchasingaCresttoothbrush.Whattypeofsalespromotiondoesthisrepresent:

a.crosscoupon（page476,medium）

b.productplacementcoupon

c.tradepromotioncoupon

d.free-standingcoupon

53.ConsumersintheUnitedStatesredeempproximatelywhatpercentageofcouponsissuedeachyear.

a.lessthan5percent（page476,medium）

b.25-30percent

c.45-50percent

d.morethan60percent

54.Whichofthefollowingisnotoneofthesteps