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Exam 14: Global Marketing Communications Decisions Ii: Sales Promotion, Personal Selling, and Special Forms of Marketing Communication

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Question 1

Multiple Choice

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Celeste Atkinson is a lifestyle and entertainment manager for Audi, and her job is to create buzz by ensuring that vehicles such as the Audi A8L and the S8 sports sedan figure in paparazzi photos. This is referred to as:

A) lifestyle placement.
B) blockbuster placement.
C) promotion placement.
D) product placement.
E) photo placement.

F) A) and B)
G) A) and E)

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Question 2

Multiple Choice

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Other international personal selling approaches that fall somewhere between sales agents and full-time employee teams include all of the following except:

A) exclusive license arrangements.
B) contract manufacturing or production.
C) management-only agreements.
D) franchising.
E) joint ventures.

F) None of the above
G) A) and E)

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Question 3

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The Strategic/Consultative Selling Model consists of five interdependent steps, each with three prescriptions that can serve as a checklist for sales personnel.

On a per capita basis, German consumers are world-leader mail-order shoppers.

A company with a regiocentric orientation is likely to utilize third-country nationals for its sales force in less developed countries.

Since market maturity can be different from country to country, consumer sampling and coupons are appropriate for mature markets.

In fall 2002, a new Broadway production of Puccini's La Boheme was set in Paris circa 1957. The stage set included billboards for luxury pen maker Montblanc and Piper-Heidsieck champagne. This is an example of:

Social couponing is one of the hottest sales promotion trends today. This refers to:

Overall, sales promotion tools, such as coupons, are used less frequently as consumer products companies increase budget allocations for media advertising.

Industry observers expect the popularity of home shopping to increase during the next few years due to the:

Why did the French Ministry of Agriculture launch a global promotion? Give examples in support of your answer.

Dietrich Mateschitz, Red Bull's creator, stated "When we first started, we said that there is not an existing market for Red Bull." The reasons behind Red Bull's success include all of the following except:

Spoexa, a food-marketing company, was hired by the French Ministry of Agriculture to organize cocktail parties in 19 countries in order to:

Building a prospect base is typically part of which step of the Strategic/Consultative Selling model?

The success of the Stratos project helps Red Bull by:

Acknowledging that some consumers are intimidated by France's culinary heritage, the Ministry sponsored a promotion to demonstrate that French cuisine can be relaxed and laid back.

Starbucks dispatches "Chill Patrols" in the summertime to pass out samples of ice-cold Frappuccinos to overheated commuters during rush hour in busy metropolitan areas. This is an example of "point-of-dirt" sampling.

In absolute dollar terms, the United States ranks second in terms of OOH spending.

In a contest in 45 different languages covering 60 countries, marketers for Axe Apollo invited consumers to fill out an "astronaut profile." This is an example of:

Sales promotions are popular in Scandinavia because of restrictions on broadcast advertising, but promotions in the Nordic countries are subject to regulations.