International Marketing Quiz

A company that makes its marketing program elements uniform, targeting an entire region with similar products, is demonstrating ________.

• customization

• segmentation

• standardization

• differentiation

Which component of the marketing mix encompasses all efforts by an international firm to enhance the desirability of its products among potential buyers?

• product

• price

• place

• promotion

Which of the following statements is true about international promotions?

• Most companies standardize all aspects of their international promotions to cut costs.

• Firms that standardize advertising often control campaigns from the home office.

• Companies that adapt their advertising to different markets project a consistent brand image.

• Companies discourage blending product and promotional strategies in a communication process.

Which term refers to the mix of advertising, personal selling, sales promotion, and public relations used by a firm to market its products?

• marketing mix

• promotion mix

• public relations mix

• communications mix

A promotional strategy designed to create buyer demand that will encourage channel members to stock a company's product is called a ________.

• pull strategy

• push strategy

• retrenchment strategy

• stability strategy

As a promotional strategy, manufacturers of products that are commonly sold through department and grocery stores often use ________.

• a push strategy

• a pull strategy

• retrenchment strategy

• stability strategy

Which of the following circumstances would best require a pull strategy to be implemented for product promotion?

• channel members wield relatively lesser power compared to that of producers

• buyers display a great deal of brand loyalty to a particular product

• distribution channels are short

• buyers need to be informed about the features of a product before purchase

Which of the following communication strategies uses the same home-market product and marketing promotion in target markets?

• product/communications extension

• product extension/communications adaptation

• product adaptation/communications extension

• product/communications adaptation

Which of the following communication strategies expands the same product into new target markets but alters its marketing promotion?

• product/communications extension

• product extension/communications adaptation

• product adaptation/communications extension

• product/communications adaptation

Which of the following communication strategies adapts a product to the requirements of the international market while retaining its original marketing communication?

• product/communications extension

• product extension/communications adaptation

• product adaptation/communications extension

• product/communications adaptation