chapter 17 part 2

Question 1

A marketing services firm that assists companies in planning, preparing, implementing and evaluating all or portions of their advertising programs

Answer 1

Advertising agency

Question 2

Includes all signage; posters, signs, shelf cards, and a variety of ofther visual materials that are designed to influence buying decisions

Answer 2

Point-of-sale display

Question 3

Selling an additional product or service to an existing customer

Answer 3

Cross-selling

Question 4

Types of international sales force (3)

Answer 4

• Expatriates
• Host country national
• Third country national

Question 5

Seperation of the global marketing challenge (2)

Answer 5

• The creative challenge

- The implementation challenge

Question 6

Social media funnel

3

Answer 6

Awareness -> engagement

-> action

Question 7

Viral marketing

Answer 7

Online word-of-mouth marketing technique that seeks to exploit existing social networks to produce exponential increases in brand awareness

Question 8

Stages of building a social media marketing plan (6)

Answer 8

1. Create social media marketing objectives
2. Conduct a social media audit (where are we today)
3. Choose the most relevant social media platforms to work with
4. Get social media inspiration from industry leaders, competitors and key opinion leaders in the community
5. Create content and a time plan for the company’s social media efforts
6. Test, evaluate, and adjust your social media marketing plan