Question 1

What is the most common method of communicating with business buyers?

Accepted Answer

A) advertising 
B) sales promotion 
C) personal selling 
D) public relations 
E) direct mail 
A) advertising 
B) sales promotion 
C) personal selling 
D) public relations 
E) direct mail

Question 2

Vertical business publications are targeted toward people who hold different positions in a particular industry.

Accepted Answer

A) True 
 B)False

Question 3

Which of the following is NOT an approach to advertising across national borders?

Accepted Answer

A) standardization 
B) domestication 
C) localization 
D) combination 
E) adaptation 
A) standardization 
B) domestication 
C) localization 
D) combination 
E) adaptation

Question 4

As Acme plans for global marketing communications, which approach or model is most appropriate for its situation, given the type of products it sells?

Accepted Answer

A) local initiative 
B) cultural-orientation approach 
C) economic maximization approach 
D) high-context approach 
E) low-context approach 
A) local initiative 
B) cultural-orientation approach 
C) economic maximization approach 
D) high-context approach 
E) low-context approach

Question 5

Increasing immediate sales, attracting attention at decision points, creating interest, stimulating urgency, and encouraging trial and impulse purchasing are all objectives for the IMC tool of ________.

Accepted Answer

A) direct marketing 
B) guerilla marketing 
C) advertising 
D) point of purchase 
E) PR 
A) direct marketing 
B) guerilla marketing 
C) advertising 
D) point of purchase 
E) PR

Question 6

Which of the following is typically the first stage of international market development?

Accepted Answer

A) internationalization 
B) globalization 
C) exporting 
D) importing 
E) localization 
A) internationalization 
B) globalization 
C) exporting 
D) importing 
E) localization

Question 7

A professional specializing in fund-raising is known as a(n)________.

Accepted Answer

A) advocate 
B) capital director 
C) development officer 
D) counselor 
E) public relations specialist 
A) advocate 
B) capital director 
C) development officer 
D) counselor 
E) public relations specialist

Question 8

What should a business consider about global advertising objectives, targeting issues, and brand positioning?

Accepted Answer

The strategic elements for planning a gl

Question 9

Who did Honda target with its advertising campaign and what did the market want from an SUV, as described in the chapter's opening vignette?

Accepted Answer

The target market for Honda was people w

Question 10

Neiman-Marcus is an upscale department store located in large metropolitan areas throughout the country. The recent television campaign features various runway models wearing the store's clothes with a voiceover at the beginning and end of the ad. The middle of the ad is tailored to feature certain products depending on the city in which the ad is being shown. Which of the following describes this commercial format?

Accepted Answer

A) dealer tag 
B) donut 
C) zone edition 
D) customization 
E) standardization 
A) dealer tag 
B) donut 
C) zone edition 
D) customization 
E) standardization

What is the most common method of communicating with business buyers?

Vertical business publications are targeted toward people who hold different positions in a particular industry.

Which of the following is NOT an approach to advertising across national borders?

As Acme plans for global marketing communications, which approach or model is most appropriate for its situation, given the type of products it sells?

Increasing immediate sales, attracting attention at decision points, creating interest, stimulating urgency, and encouraging trial and impulse purchasing are all objectives for the IMC tool of ________.

Which of the following is typically the first stage of international market development?

A professional specializing in fund-raising is known as a(n)________.

What should a business consider about global advertising objectives, targeting issues, and brand positioning?

Who did Honda target with its advertising campaign and what did the market want from an SUV, as described in the chapter's opening vignette?

The New World of Marketing Communication

Integrated Brand Communication

Brand Communication and Society

How Brand Communication Works

Segmenting and Targeting the Audience

Strategic Research

Strategic Planning

Creative Strategy

Copywriting

Visual Communication

Media Basics

Traditional Media

Digital Media

Media Planning and Buying

Public Relations

Direct-Response

Promotions

Evaluation of Effectiveness

Filters

Exam 18: The Imc Umbrella

What is the most common method of communicating with business buyers?

Vertical business publications are targeted toward people who hold different positions in a particular industry.

Which of the following is NOT an approach to advertising across national borders?

As Acme plans for global marketing communications, which approach or model is most appropriate for its situation, given the type of products it sells?

Increasing immediate sales, attracting attention at decision points, creating interest, stimulating urgency, and encouraging trial and impulse purchasing are all objectives for the IMC tool of ________.

Which of the following is typically the first stage of international market development?

A professional specializing in fund-raising is known as a(n)________.

What should a business consider about global advertising objectives, targeting issues, and brand positioning?

Who did Honda target with its advertising campaign and what did the market want from an SUV, as described in the chapter's opening vignette?

The New World of Marketing Communication

Integrated Brand Communication

Brand Communication and Society

How Brand Communication Works

Segmenting and Targeting the Audience

Strategic Research

Strategic Planning

Creative Strategy

Copywriting

Visual Communication

Media Basics

Traditional Media

Digital Media

Media Planning and Buying

Public Relations

Direct-Response

Promotions

Evaluation of Effectiveness

Filters