Deck 14: International Direct and Interactive Marketing

Question 1

In the opening vignette the Bank of New Zealand constructed a popular direct marketing campaign called "Body Parts" to appeal to students' desire to get something. What did they ultimately decide would really appeal to students?

A)MP3 players
B)"Signon" bonuses
C)Cash
D)Discounts and free stuff year round

Answer 1

D

Question 2

Based on 2017 statistics, which of the following countries was not a top trading partner with the US in that year?

A)China
B)France
C)Canada
D)Mexico

Answer 2

B

Question 3

Which of the following is not one of the four reasons for direct marketers to decide to go international in their marketing efforts?

A)Limited growth opportunities in the domestic market
B)Shared global values
C)High cost of new product development
D)NonCompetitive forces

Answer 3

C

Question 4

Which of the following statements is true regarding a collectivist culture?

A)Group focus is more likely to take priority over independence and a strong senseofself
B)The value of this culture lies on the achievements and successes of the group as a whole
C)Typical examples of this type of culture include the Asia and Latin America
D)All of the above

Question 5

Which of the following is not part of the fivestep approach for making the
Decision to go international?

A)Assess your international potential
B)Select your trading partners
C)Develop an international direct marketing plan
D)Acquire expert advice and counseling

Question 6

What does a country's infrastructure represent?

A)Capital goods and services that serve the activities of many industries
B)The currency of a foreign market
C)How widely computers are used within the country
D)The postal system used by the country

Question 7

Market research for each country under investigation can be narrowed down to the following primary international market indicators. Which of the following is not one of these indicators?

A)Political stability
B)Distribution of wealth
C)Television ownership
D)Computer ownership

Question 8

When assessing a country's GDP and inflation rates, most direct marketers look for annual trends going back as far as _____ year/years.

A)one
B)five
C)seven
D)ten

Question 9

Areas to address in the postal/delivery services include which of the following?

A)Adequacy of the changeofaddress system available
B)The existence of a trackandtrace system for parcels
C)The level of sophistication and format of the postcode system
D)All of the above

Question 10

A ______ is created when two or more investors join forces to conduct a business by sharing ownership and control, whereas in _____ a company acquires an existing foreign company or forms a completely new company in the foreign country.

A)joint venture; contract manufacturing
B)joint venture; direct investment
C)management contracting; direct investment
D)management contracting; contract manufacturing

Question 11

In ______ local business people or their government sign a contract to manage the foreign business in their country's market.

A)joint venture
B)licensing
C)management contracting
D)contract manufacturing

Question 12

Direct marketers using their home location have several basic options for distributing products, which of the following best describe these options?

A)The United States Postal Service international mail
B)NonUPS postal delivery via a foreign postal administration
C)Consolidators within the United States
D)All of the above

Question 13

Which of the following is not one of the four words of wisdom for developing the creative materials for any international direct marking campaign?

A)Research
B)Test
C)Measure
D)Adapt

Question 14

Which of the following is not considered to be one of the up and coming BRIC economies?

A)Canada
B)Brazil
C)India
D)Russia

Question 15

When a U.S. company ships products to Ontario, Canada which of the following taxes will it incur?

A)The goods and services tax (GST)
B)The harmonized sales tax (HST)
C)The provincial sales tax (PST)
D)A & C

Question 16

Which of the following are factors affecting direct marketing in Europe?

A)Postal requirements
B)Data
C)Strong list industry
D)All of the above protection

Question 17

______ may be important in direct marketing, but it is especially so in Latin America.

A)Building relationships
B)Strong campaigns
C)Securities
D)Direct mail

Question 18

Two of the main lessons that direct marketers have learned from dealing with Asia include understanding local laws and _____.

A)treating each country separately
B)negotiating terms of security and trust
C)researching the country's infrastructure
D)avoid hightechnological activities

Question 19

Which of the following are primary challenges facing direct marketers considering Africa as a trading partner?

A)The majority of the population is part of the Baby Boom Generation
B)The limited growth of the country's mobile phone market
C)The limited computer access and low Internet penetration
D)All of the above

Question 20

Different country laws can be a big player in dictating marketing strategies.

Question 21

Conducting market research is critical to understanding the cultural differences and country market nuances that may exist

Question 22

Email newsletters are a recommended first step into international email marketing.

Question 23

At a minimum, the infrastructure analysis should include the following essential services: transportation, computer ownership, utilities, and banking.

Question 24

The international business environment is extremely predictable and is an apathetic environment that doesn't need to be constantly monitored.

Question 25

Africa has the fastest growing mobile market in the world.

Question 26

An exporting company sells its products from locations throughout sites operated by personnel overseas.

Question 27

Lists of both consumer and business customers are normally available for most countries, although different kinds of lists are available in different countries.

Question 28

Most direct marketing activities in the Middle East are based on email campaigns.

Question 29

Careful market research, including an assessment of consumer needs, direct marketing infrastructure, and political, economic, and business environments, is necessary prior to commencing international direct marketing activities.

Question 30

Revenue generated by international direct marketing activities has decreased over the years.