Multiple Choice
Identify the choice that
best completes the statement or answers the question.
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1.
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The major objective of every marketer in its many
different efforts to communicate with the various stakeholders of the company is to achieve the
intended strategic position of the company, the intended position of its business units and its
products in the ____ minds.
a. | stakeholders’ | b. | shareholders’ | c. | customers’ | d. | suppliers’ | e. | competitors’ |
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2.
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International market communication does NOT
comprise
a. | public relations. | b. | advertising. | c. | pricing. | d. | sales
promotion. | e. | sponsoring. |
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3.
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Communication managers do NOT need to
know
a. | what stakeholders they have to
address. | b. | what stakeholders could be potential suppliers of raw
material. | c. | how much attention they should pay to which stakeholder
group. | d. | how the stakeholders are
interrelated. |
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4.
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To ensure consistency of the firm’s
international communication activities, a guideline concerning ______ has to be
developed.
a. | corporate identity | b. | corporate strategy | c. | local
strategy | d. | local design | e. | corporate design |
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5.
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The guideline that determines the logo, sign,
color(s), music, size and type of writing, layout of printed matter or even lighting to be used
internationally is called corporate
a. | identity. | b. | behavior. | c. | communication. | d. | layout. | e. | design. |
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6.
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Personnel relations activities should help to
develop the
a. | intended corporate design in the minds of the
company’s personnel. | b. | intended corporate
identity in the minds of the company’s personnel. | c. | intended corporate identity in the minds of the customer’s
personnel. | d. | intended corporate
design in the minds of the customer’s personnel. | e. | intended corporate communication in the minds of the company’s
personnel. |
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7.
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The stakeholder relations coordinator does NOT have
to
a. | ensure the consistency of local stakeholder relations
activities. | b. | look for potential
suppliers. | c. | stimulate the
exchange of information and experience about successful campaigns throughout the
company. | d. | coach local managers responsible for stakeholder
relations through advice, feedback and training. | e. | develop a company-wide monitoring system to compare the effectiveness and
efficiency of stakeholder relations activities undertaken. |
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8.
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Activities that are designed to stimulate the
marketer’s own personnel or an external sales force are called
a. | staff promotion. | b. | customer promotion. | c. | sales force
promotion. | d. | employers
promotion. | e. | personnel
promotion. |
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9.
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Which one of the following is NOT an objective of
sales promotion?
a. | Information | b. | Encouragement of trial purchases | c. | Stimulation of repeat purchases | d. | Building and enlarging distribution | e. | Reducing production cost. |
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10.
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Because of the rising costs of participation in
exhibitions and trade shows in different parts of the world, the marketer needs to gather available
information on four of the following five issues. Which one does NOT fit?
a. | Focus and size of the show | b. | Kinds of visitors expected | c. | Staff promotion. | d. | Other exhibitors
present | e. | Space and locations
available |
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11.
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The first factor to be considered is the fit of a
sales promotion tool with the _____ of the firm and the product.
a. | pricing | b. | general market communication objectives | c. | competitors | d. | suppliers | e. | owners |
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12.
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The degree to which a sales promotion tool is
consistent with or violates local legal, cultural or business _____ is a factor to be considered
carefully in each country-market.
a. | habits | b. | values | c. | norms | d. | experience | e. | tradition |
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13.
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The provision of resources (e.g. money, people,
equipment) by an organization directly to an event, cause or activity in exchange for a direct
association (link) to the event, cause or activity is called
a. | resource promotion. | b. | resource support. | c. | franchising. | d. | promotion. | e. | sponsoring. |
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14.
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Advertising suffers from a _____, which confronts
customers.
a. | lack of commercial
information | b. | commercial
information overflow | c. | planning | d. | need for
commercial information | e. | lack of new
ideas |
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15.
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A file of current and potential customers
containing their names, postal addresses, phone numbers, e-mail addresses and socio-economic profiles
is called customer
a. | profile. | b. | interior. | c. | information
system. | d. | file. | e. | database. |
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