CH 19 Flashcards
A disadvantage associated with a global marketing strategy is that it incurs high marketing costs for a company as a result of increases in planning and control.
False
In which of the following markets is the retail industry highly fragmented, so there is less trade pressure for promotions?
Southern Europe
A recent study found that print ads that used red backgrounds were highly rated in China but were not well received in other countries. This finding was attributed to the fact that red signifies good fortune and joy for the Chinese, but it is a symbol of misfortune in many other nations. This variation is an example of the prevalence of ________ differences among nations.
cultural
Gareth’s Grill, a global fast-food chain, does not offer beef burgers in India, while it offers only kosher foods in Israel. The company has considered religious differences and attitudes while making these decisions. In this scenario, the company is taking into account each market’s ________ variables.
cultural
Isabella Cosmetics, a global cosmetics brand, uses the same ad copy and tagline for its ads across various countries but changes the models used for different countries to appeal to the women in those countries. This is an example of ________ advertising.
Pattern
Complete decentralization of the international advertising and promotion functions is suitable when a company desires a consistent image worldwide.
False
Which of the following is a major factor in the globalization of markets?
development of faster communication
A global consumer culture is one in which many consumers share ________, regardless of the countries in which they reside.
consumption values
Income levels and employment rates of a country’s population are determinants of its ________ environment.
demographic
A decentralized organizational structure must be used for international advertising when
advertising must be tailored to the local market.
Lin, a student, is of the opinion that German beer is superior to American beer. He believes that Germans’ knowledge of beer and the quality of the ingredients used by German alcohol manufacturers are better than that of their American counterparts. This scenario is an example of the ________ effect.
country-of-origin
Data on a country’s economic environment can help companies plan ad campaigns by providing insight into the living standards and lifestyles of its people.
False
Which of the following integrated marketing communications tools helps a firm operating in a foreign market present itself as a good corporate citizen concerned about the future of the country?
public relations
A balance-of-trade deficit occurs when the monetary value of a country’s exports exceeds that of its imports.
False
International marketers consolidate their advertising with one agency in order to
develop a consistent global image for their company and/or its brands.
