Element in the promotion mix for most international? firms

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Reference no: EM132258541

At? Cintab, the international Web retailer that began with selling shoes and now has expanded its selections to include clothing and? accessories, the customer is at the center of everything. Employees are trained to? "deliver WOW through? service." The company has dedicated itself to delighting its customers and keeping them coming back for more. These delighted customers also spread plenty of positive buzz about the company to their? friends, who often become Cintab customers themselves. Cintab has relied almost exclusively on repeat customers and word of mouth instead of paid advertising. As the company? grows, however, management is considering investing a larger share of its resources in a? mass-marketing campaign in magazines and newspapers.

1. Which of the? following, if? true, would undermine the argument that Cintab should move toward a? mass-marketing campaign?

A. ?Cintab's initial marketing budgets were too small to allow it to purchase advertisements in popular newspapers and magazines.

B. ?Recently, most newspapers and magazines have lowered their advertisement rates due to reduced circulation.

C. Cintab market research reveals that price is the most important factor for most customers who routinely buy? shoes, clothing, and accessories.

D. Awareness of? Cintab's brand is low among customers who routinely buy? shoes, clothing, and accessories.

E. The number of people who use the Internet to purchase clothing items is expected to grow substantially in the next three years.

2. Which is the MOST important element in the promotion mix for most international? firms?

A. Sales promotion

B. Packaging

C. Advertising

D. Personal selling

E. Public relations

3. Which of the following countries has NOT banned cigarette advertising on? television?

A. Hong Kong

B. China

C. South Korea

D. Thailand

E. Malaysia

4. Which of the following is FALSE about sales? promotions?

A. They focus on wholesalers and retailers.

B. They may be narrowly targeted to consumers? and/or offered for only a short time before being dropped or replaced with more permanent efforts.

C. They include the use of coupons.

D. They are inflexible.

E. They may consist of trade fair attendance.

5. Which of the following is FALSE regarding public? relations?

A. It can take a company a long time to overcome botched public relations efforts.

B. Public relations consists of efforts aimed at enhancing a? firm's reputation and image with the general public.

C. The impact of good public relations is hard to quantify.

D. Public relations touts the specific advantages of an individual product or service.

E. Public relations can help the firm when it has to negotiate with a host country government for a zoning permit or an operating? license, or when it encounters a crisis or unfavorable publicity.

7. Which of the following is FALSE regarding the fourth P of the international marketing? mix, known as? place, when applied to an international? firm?

A. The transportation mode chosen does not involve a? trade-off between time and money.

B. The transportation mode selected affects the? firm's inventory costs and customer service? levels, as well as the? product's useful shelf? life, exposure to? damage, and packaging requirements.

C. It is the process of getting products and services from the firm into the hands of customers.

D. It is more commonly referred to as? "distribution."

E. It is selecting the means by which to merchandise its goods in the markets it wants to serve

8. You have to ship? 300,000 washing machines from France to Greece. The price of shipping is a major concern in terms of keeping the pricing low to the? buyer, but the buyer is willing to wait longer for delivery in exchange for the lower price. How would you? ship?

A. Train

B. Airplane

C. Bus

D. Ship

E. Truck

Reference no: EM132258541

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