Deck 12: Global Communication Sales Strategies

Question 1

We can expect that ______________ advertising would first seek to build trust and create a bond with the consumer before getting her to purchase the product.
(a) American
(b) German
(c) Australian
(d) Japanese
(e) British

Answer 1

D

Question 2

In developing a budget for a global advertising campaign one may use:
(a) Percentage of sales
(b) Percentage of future sales
(c) Objective and task
(d) All of the above
(e) (b) and (c) only

Answer 2

D

Question 3

Recruiting expatriate sales professionals may be problematic for the firm because they will lack an understanding of _____________________.
(a) The firm's products
(b) Host-country culture
(c) Home-country culture
(d) All of the above
(e) (b) and (c) only

Answer 3

B

Question 4

The use of visual cues in advertising may be problematic in ________________ societies as consumers may read more into an image than was intended by the advertiser.
(a) High power distance
(b) Collectivist
(c) High-context
(d) Low context
(e) Individualistic

Question 5

Compare multi-domestic and global approaches to advertising.

Question 6

Outline the advantages and disadvantages of using expatriate, host country and third country national sales professionals.

Question 7

Recruiting third country sales professionals may be problematic for the firm because they will lack an understanding of _____________________.
(a) The firm's products
(b) Host-country culture
(c) Home-country culture
(d) All of the above
(e) (b) and (c) only

Question 8

Using two concrete examples illustrate how the nature of the firm's product may influence its media strategy in foreign countries.

Question 9

With the objective and task method of developing a global communications budget the firm bases its communication expenditure in the particular country on what its major competitors have spent in the past.

Question 10

What is the objective and task method of formulating a budget for a global communication campaign?

Question 11

Advertising is meant to transport the individual from awareness to adoption. The process is sequential and is termed the ______________________ model.
(a) Hierarchy of effects
(b) Communication continuum
(c) Amae
(d) Basic communication

Question 12

Briefly describe how advertising works in Western societies. How does that model differ from that used in collectivist societies?

Question 13

Advertisements which emphasize the safety of a product and its ability to protect the consumer's family are likely to appeal to audiences in _______________ societies.
(a) High power distance
(b) Feminine
(c) High-context
(d) Masculine
(e) Individualistic

Question 14

In the personal selling process ______________ buyers will often not raise objections until the end of the negotiations when seemingly all major points were already finalized.
(a) British
(b) American
(c) Chinese
(d) German
(e) Swiss

Question 15

Which of the following (if any) is part of the process of developing a global communication campaign?
(a) Identify the target audience
(b) Measure communication effectiveness
(c) Develop a budget
(d) All of the above
(e) (b) and (c) only