Question 1

_____ refers to consumers' general perceptions of the quality of products made in a given country.

Accepted Answer

The country-of-origin effect refers to consumers' general perceptions of the quality of products made in a given country. The halo effect refers to a cognitive bias in which the perception of one quality (such as attractiveness) influences the perception of other qualities. Cross-selling is a sales strategy in which a company promotes additional products to customers who have already made a purchase. Global imaging is a branding strategy in which a company presents a consistent image across all markets. The Central Hudson test is a legal test used to determine the constitutionality of government restrictions on commercial speech.

Question 2

Values that are centered on _____ stress on loyalty and interpersonal relationships.

Accepted Answer

Confucianism is a system of philosophical and ethical teachings that stresses on loyalty and interpersonal relationships. It has been a significant influence on cultures in East Asia, particularly in China, Korea, and Japan.

Question 3

_____ is a marketing approach that assumes that the needs satisfied by a product or service and the ways it is used are the same everywhere in the world, and therefore utilizes a common approach in all countries.

Accepted Answer

Global marketing is the marketing approach that assumes that the needs satisfied by a product or service and the ways it is used are the same everywhere in the world, and therefore utilizes a common approach in all countries. This means that the same marketing mix (product, price, promotion, and place) is used in all countries, and the company focuses on the similarities between the countries rather than the differences.

Question 4

Which of the following is a component of a country's political/legal environment?

Accepted Answer

Political and legal environment refers to the laws, regulations, and governmental institutions that affect business operations within a country. National sovereignty considerations, which deal with a country's independence and ability to govern its own affairs, are a key component of the political and legal environment.

Answer: A and D
 While cultural norms, values, religious beliefs, and traditions are not directly related to a country's political and legal environment, they can influence the business practices and attitudes of the people within that country. Therefore, they can be considered as part of the broader sociocultural environment that impacts business operations.

Question 5

The _____ approach recognizes similar desires, goals, needs, and uses for products and services but tailors advertising to the local cultures and conditions in each market.

Accepted Answer

The "think globally, act locally" approach acknowledges the global similarities in consumer desires and goals but emphasizes adapting marketing strategies to fit the unique cultural and situational aspects of local markets.

Question 6

When Frito-Lay decided to move to a global campaign to connect worldwide fans with a consistent storyline, look, and feel from the Doritos brand, it created

Accepted Answer

By creating a global campaign with consistent branding, Frito-Lay was able to establish a consistent international brand image for Doritos, which would help create a unified message and strengthen brand recognition across different markets.

Question 7

Which of the following is a political/legal factor that can affect various aspects of a company's international advertising program?

Accepted Answer

The use of advertising material prepared outside a country can be influenced by political and legal factors, such as regulations on foreign advertising content, censorship laws, and requirements for local content.

Question 8

Products such as Swiss watches, Japanese automobiles, and French wine are automatically assumed to be superior to similar products from other countries because

Accepted Answer

The phenomenon described in the question is the country-of-origin effect, which leads consumers to have a positive perception of products based on the country they come from, rather than their actual quality or performance. This effect is particularly strong for products associated with certain countries and their reputation for excellence in specific areas, like Swiss watches, Japanese cars, or French wine.

Question 9

Products from countries with national reputations for quality and/or a distinctive image that can be used as the basis for global advertising capitalize on the

Accepted Answer

The country-of-origin effect refers to the influence that the country of manufacture, assembly, or design has on a consumer's positive or negative perception of a product. When products come from countries with national reputations for quality, the country-of-origin effect can be used to capitalize on this reputation and create a positive perception of the product in the global market.

Question 10

Fitness Fervor Inc.is a company that offers products and services that aid in weight loss and maintenance.It has achieved a 50 percent market share in the United States and intends to move into international markets.The company has identified that it has to introduce dietary products and weight-loss measures on a country-by-country basis while maintaining its existing ad campaign and strategy.In this scenario, Fitness Fervor is using

Accepted Answer

The answer of Fitness Fervor Inc.is a company that offers...

Question 11

Which of the following is TRUE of Japan as an international market?

Accepted Answer

The Japanese culture values politeness and respect, and ads that confront or disparage the competition can be seen as disrespectful. Therefore, it is true that the Japanese dislike such ads. Option A is incorrect because Japan is known for its collectivist culture that values harmony within a group. Option B is incorrect because xenocentrism refers to the preference for foreign or imported goods, which is not necessarily true of Japan. Option D is incorrect because Japanese society places great emphasis on social interdependence or the concept of wa. Option E is incorrect because Japan can be a difficult market for foreign businesses due to cultural differences and a strong preference for domestic products.

Question 12

In order to circumvent the liquor advertising ban in India, CT Inc., the manufacturer of Bright Beer, introduced bottled water under the same brand.The company ran a series of ads promoting its bottled water carrying the "Bright Beer" brand name and hoped to build awareness.In this scenario, CT Inc.utilized

Accepted Answer

The scenario describes surrogate advertising, which involves promoting a product or brand indirectly in order to bypass restrictions on advertising a certain product. In this case, CT Inc. is using the "Bright Beer" brand name to advertise its bottled water, which is a common practice in the alcohol industry in India due to the country's strict laws on liquor advertising.

Question 13

U.S.brands have become popular in many European and Asian countries.Marketers attribute the rising popularity of these U.S.-made products to

Accepted Answer

The worldwide distribution of American music, films, and TV shows has played a significant role in increasing the popularity of U.S. brands in many European and Asian countries. These products are seen as an extension of American culture and lifestyle, which has been highly promoted and marketed through these media channels. This has created a strong association and preference for American brands among consumers in these regions.

Question 14

Global ad campaigns are appropriate for

Accepted Answer

Global ad campaigns are appropriate for brands that can be adapted for a visual appeal. In global campaigns, visual elements and storytelling are often used to convey messages that transcend language and cultural barriers.

Question 15

Which of the following is best suited to worldwide appeals?

Accepted Answer

The answer of Which of the following is best suited...

Question 16

Product standardization results in

Accepted Answer

Standardization of products leads to lower design costs as the design has to be created only once and can be used repeatedly, resulting in economies of scale. Options A, C, D, and E are not affected directly by product standardization.

Question 17

Which of the following is a problem associated with global marketing and advertising?

Accepted Answer

The answer of Which of the following is a problem...

Question 18

_____ is a format where ads in a campaign follow the same basic approach but their themes, copy, and visual elements may be adjusted.

Accepted Answer

Pattern advertising is a format where ads in a campaign follow the same basic approach but their themes, copy, and visual elements may be adjusted. This format helps to ensure consistency across different ads in the same campaign, while allowing for some variation in message and creative execution.

Question 19

Since the European Union banned the use of food dyes in seafood, the market for salmon products has declined.People mistakenly believe that farm-bred salmon is naturally pink.However, salmon is an unappetizing gray color in its natural form.This is an example of how _____ factors can inadvertently hurt small businesses.

Accepted Answer

The European Union's ban on food dyes in seafood is a political/legal factor that has inadvertently hurt the market for salmon products.

Question 20

_____ is a strategy of advertising in which certain banned products are indirectly advertised by labeling a nonbanned product with a familiar logo so as to develop brand image and easy recall.

Accepted Answer

This strategy is known as surrogate advertising, where a non-banned product is promoted with the same brand name to indirectly advertise the banned product. This is often used for products such as alcohol and tobacco, which are banned from direct advertising.

Quiz 19: International Advertising and Promotion