Chapter 12—Marketing Communication

TRUE/FALSE

1. In effective communication, there are four elements, the sender, the syncopator, the receiver, and the refractor.

ANS: F PTS: 1 DIF: Easy REF: p. 382

2. The connector for the message between sender and receiver in communication is known as the pipeline.

ANS: F PTS: 1 DIF: Easy REF: p. 382

3. The syncoptor needs to study receiver characteristics before encoding a message in order to achieve maximum impact.

ANS: F PTS: 1 DIF: Moderate REF: p. 382

4. The international marketer should be most alert to social noise.

ANS: F PTS: 1 DIF: Moderate REF: p. 384

5. Collection andobservation of feedback is necessary only for interpersonal situations ANS: F PTS: 1 DIF: Moderate REF: p. 384

6. Negotiator characteristics (e.g., gender, race, or age) always work against exporters in most cultures.

ANS: F PTS: 1 DIF: Moderate REF: p. 386

7. With heavily contested markets, the level of spending will never increase over time. ANS: F PTS: 1 DIF: Moderate REF: p. 388

8. Because of cultural constraints that most exporters face, promotional efforts should be concentrated only on key markets.

ANS: F PTS: 1 DIF: Moderate REF: p. 388

9. Governmental clients are typically serviced through sales promotion efforts.

ANS: F PTS: 1 DIF: Moderate REF: p. 390

10. The two main concerns when selecting media are effectiveness in reaching the appropriate target market and placingthe advertising in a program that has dominance in strategy, participation, and destination.

ANS: F PTS: 1 DIF: Moderate REF: p. 393

11. Direct marketing establishes a relationship with a customer in order to initiate immediate and measurable responses.

ANS: T PTS: 1 DIF: Moderate REF: p. 394

12. Telemarketing is byfar the dominant direct-response medium.

ANS: F PTS: 1 DIF: Moderate REF: p. 394

13. Database marketing allows the creation of an individual relationship witheach customer or prospect.

ANS: T PTS: 1 DIF: Moderate REF: p. 395

14. Seminar missions follow a hard-sell approach.

ANS: F PTS: 1 DIF: Moderate REF: p. 400

15. In personal selling, costs per contact are very low.

ANS: F PTS: 1 DIF: Moderate REF: p. 400

16. In the case of indirect exports, the exporters’ involvement is high.

ANS: F PTS: 1 DIF: Moderate REF: p. 401

17. The generation of market-specific assets is an advantage of direct exports.

ANS: F PTS: 1 DIF: Moderate REF: p. 401

18. For the marketer–intermediary interaction to work, realistic objectives have to be set for salespeople based on their financial expectations.

ANS: F PTS: 1 DIF: Moderate REF: p. 401

19. Cooperative advertising increases the overall promotional budget for the product.

ANS: T PTS: 1 DIF: Moderate REF: p. 401

20. The establishment of a sales office means an end tothe use of intermediaries.

ANS: F PTS: 1 DIF: Moderate REF: p. 402

MULTIPLE CHOICE

1. Which of the following statements about communication is false?

a. The communication process extends beyond the conveying of ideas to include persuasion.

b. Ideally, marketing communication is a dialogue that allows organizations and consumers to achieve mutually satisfying exchange agreements.

c. It is a process of establishing a ―commonness‖ of thought in between the source and the sender. d. A relationship has to be established from the beginning and deepened over time.

ANS: C PTS: 1 DIF: Moderate REF: p. 382

2. The process of converting a message into symbolic form so that it is properly understood by the receiver is called:

a. patterning.

b. encoding.

c. formulation.

d. pledging.

ANS: B PTS: 1 DIF: Easy REF: p. 382

3. The path through which the message moves from source to receiver is called:

a. pathway.

b. pipeline.

c. tunnel.

d. channel.

ANS: D PTS: 1 DIF: Moderate REF: p. 382

4. Once a sender has placed a message into a channel or set of channels and directed it to the intended destinations, the completion of the process is dependent on the receiver’s:

a. feedback.

b. placing.

c. decoding.

d. outcome.

ANS: C PTS: 1 DIF: Easy REF: p. 383

5. Identify the term that describes the message moving through a channel and subjected to the influence of extraneous and districting stimuli which interfere with the intended accurate reception of the message.

a. Noise

b. Feedback

c. Space

d. Disarray

ANS: A PTS: 1 DIF: Easy REF: p. 383

6. All of the following are consequences of international marketers' failure in dealing with their clients except:

a. concession making.

b. profits not realized.

c. increases in nonrecoverable expenses.

d. decreased motivation of the international negotiators.

ANS: A PTS: 1 DIF: Moderate REF: p. 384

7. Which of the following are the two biggest dangers faced in international negotiations? a. Lack of interest and resources

b. Punitive damage and lawsuits

c. Parochialism and stereotyping

d. Flattening and wholesaling

ANS: C PTS: 1 DIF: Moderate REF: p. 384

8. Which of the following refers to the misleading perception that the world of business is becoming ever more American and that everyone will behave accordingly?

a. Stereotyping

b. Elitism

c. Parochialism

d. Classism

ANS: C PTS: 1 DIF: Moderate REF: p. 384

9. _____ are generalizations about any given group, both positive and negative.

a. Taboos

b. Norms

c. Stereotypes

d. Mores

ANS: C PTS: 1 DIF: Easy REF: p. 384

10. Which of the following is NOT a stage of international negotiation?

a. The offer

b. Consortium

c. Strategy formulation

d. Implementation

ANS: B PTS: 1 DIF: Moderate REF: p. 385

11. Which stage of international business negotiations allows the two parties to assess each other’s needs and degree of commitment?

a. Implementation

b. The offer

c. Informal meetings

d. Strategy formulations

ANS: B PTS: 1 DIF: Easy REF: p. 385

12. Competitive and collaborative approaches are associated with which of the following? a. Strategy formulation

b. Face-to-face negotiations

c. Implementation

d. The offer

ANS: B PTS: 1 DIF: Moderate REF: p. 385

13. Which of the following is not part of the influences on negotiation style?

a. Values

b. Attitudes

c. Expectations

d. Habitual Behavior

ANS: A PTS: 1 DIF: Moderate REF: p. 386

14. Which of the following is not a recommendation that allows the negotiator to adjust to the style of the host-country negotiators?

a. Language capability

b. Traditions and customs

c. Repudiation

d. Negotiation ethics

ANS: C PTS: 1 DIF: Moderate REF: p. 386-387

15. What is the first step in developing a communications strategy?

a. Set marketing communications objectives

b. Respond to competitor's campaigns

c. Implement the campaign

d. Assess marketing communications opportunities

ANS: D PTS: 1 DIF: Moderate REF: p. 388

16. The tools the international marketer has available to form a total communications program for use in the targeted markets are referred to as the:

a. marketing mix.

b. campaign mix.

c. distribution mix.

d. promotional mix.

ANS: D PTS: 1 DIF: Easy REF: p. 390

17. Any form of nonpersonal presentation of ideas, goods, or services by an identified sponsor, with predominant use of mass communication is referred to as:

a. business press.

b. advertising.

c. soliciting.

d. public relations.

ANS: B PTS: 1 DIF: Moderate REF: p. 390

18. The process of assisting and persuading a prospect to buy a good or service or to act on an idea through the use of person-to-personcommunication with intermediaries and/or final customers is