Molly Dondero
Allison Kiefer
Alli McCoy
Amanda Hlozek
Kendall McIlhenny
Market Promotions Section 1: Chapter 7 Questions
1. Globalized campaigns involve ________ customization among countries,
whereas localized campaigns feature ____________ customization for each
market
a. Large, small
b. Little, heavy
c. Cool, lame
d. Intense, sub-par
2. The lower unit cost of advertising and promotion that is enjoyed by a large
firm and which is unavailable to smaller companies is:
a. Diversification
b. Political leverage
c. Economies of scale
d. Geographic proximity
3. Which of these is NOT a challenge worldwide marketers face while executing
campaigns:
a. Creative
b. Media
c. Regulations
d. Financial
4. What does DBS stand for?
a. Direct broadcast by satellite
b. Digital broadband system
c. Deep blue sea
d. None of the above
5. What does SRC stand for?
a. Self-reference criterion
b. Self reliant criterion
c. Self-reference chair
d. None of the above
6. Individualism vs. collectivism represents which analyses?
a. Economic Conditions
b. Demographic Characteristics
c. Values
d. Product use and Preference
7. _____________________ often specific to a culture, may depend on rituals and
customs
a. Economic Conditions
b. Values
c. Customs and rituals
d. Product use and preferences
8. Worldwide marketers face which three distinctive challenges in executing
their campaigns?
a. Creative,
b. Media
c. Regulations
d. All the above
9. Each agency type brings different advantages and disadvantages on
evaluative dimensions in all of the following except:
a. Geographic Proximity
b. Economies of Scale
c. Awareness of the clients strategy
d. Knowledge of the clients cultures
10. Product use and preference may depend on:
a. Culture
b. Rituals
c. Customs
d. All of the Above
11. _____________________ provide standardizes messages and homogenize viewers.
a. Life Style Trends
b. Global Communications
c. Consumption Values
d. Political Leverage
12. Cross-Cultural Audience Analysis evaluate which of the following:
a. Economic Conditions
b. Demographic Characteristics
c. Values
d. All of the Above
13. The tendency to view and value things from the perspective of one’s own
culture is:
a. Ethnocentrism
b. Picturing
c. Demographic Dividend
d. Self-reference criterion
14. Countries whose economies lack most resources necessary for development:
capital, infrastructure, political stability, and trained workers are:
a. More-developed countries
b. Less-developed countries
c. Newly industrialized countries
d. Highly industrialized countries
15. Creating representations of things is an example of:
a. Writing
b. Picturing
c. Dancing
d. None of the above
16. What kind of campaign uses the same message and creative execution across
all or most international markets?
a. Localized campaigns
b. Broad campaigns
c. External campaigns
d. Globalized campaigns
17. What kind of countries are countries where traditional ways of life are
changing into modern consumer cultures
a. Newly industrialized countries
b. Highly industrialized
c. Less-developing countries
d. Weak countries
18. Global agencies have advertising agencies with a __________ presence?
a. Local
b. International
c. Worldwide
d. None of the above
19. The preparation and placement of brand communication in different national
and cultural markets defines:
a. Local brand promotions
b. Less-developed countries
c. International Brand promotions
d. All the above
20. Promotional campaigns that involve different messages and creative
executions for each foreign market served defines what term?
a. Globalized campaigns
b. Localized campaigns
c. Both A &B
d. None of the above
Answers:
1. B
2. C
3. D
4. A
5. A
6. C
7. D
8. D
9. D
10. D
11. B
12. D
13. A
14. B
15. B
16. D
17. A
18. C
19. C
20. B