International Marketing, 2nd Edition
by Daniel W. Baack
Complete Chapter Solutions Manual
are included (Ch 1 to 16)
** Immediate Download
** Swift Response
** All Chapters included
,Table of Contents are given below
1. Introduction to International Marketing
2. Culture and Cross-Cultural Marketing
3. Global Trade and Integration
4. Country Selection and Entry Strategies
5. International Marketing Planning, Organization and Control
6. Markets and Segmentation in an International Context
7. International Positioning
8. Market Research in the International Environment
9. International Product and Brand Marketing
10. International Product Standardization and Adaptation
11. International Pricing
12. International Finance and Pricing Implications
13. International Marketing Channel Management
14. International Distribution: Exporting and Retailing
15. Globally Integrated Marketing Communications
16. International Sales Promotions and Public Relations
,Solutions Manual organized in reverse order, with the last chapter displayed first, to ensure
that all chapters are included in this document. (Complete Chapters included Ch16-1)
Review and Discussion Questions
Chapter 16: International Sales Promotions and Public Relations
Review questions
1. What elements comprise a firm’s promotional mix?
a. Advertising, personal selling, sales promotion, and public relations
2. Define sales promotion and name its two primary activities?
a. Sales promotions are marketing activities that are designed to stimulate consumer and
marketing channel demand for a product or service.
b. Consumer promotions and trade promotions
3. Describe a push strategy and a pull strategy in international marketing.
a. A pull strategy focuses on stimulating product demand at the consumer level. When a
consumer expresses interest in a product at the retail store, retailers are encouraged to
carry the item. The product will be ordered from wholesalers who purchase the product
from the manufacturer. Consequently, demand for the product is “pulled” through the
marketing channel by consumer from the intermediary and then the manufacturer.
b. A push strategy occurs when a marketer promotes a product to intermediaries. In
general, these efforts are aimed at wholesalers first, who then promote the product to
retailers. Retailers promote the product to consumers. Here, the product demand is
“pushed” downward through the marketing channel.
4. Define consumer promotions and name the major types of consumer promotions.
a. Consumer promotions are sales promotions directed at retail customers.
• Coupons
• Premiums
• Bonus packs
• Contests and sweepstakes
, Instructor Resource
Baack et al., International Marketing, 2e
SAGE Publishing, 2019
• Refunds and rebates
• Price-off programs
• Sampling
5. Name the forms of coupons and how they are offered in international markets.
a. Print media
b. Direct mail
c. In or on-package
d. In-store (display)
e. In-store (scanner delivered at check-out)
f. Response offer
g. Internet delivered (electronic coupons)
6. Describe a premium and a bonus pack.
a. A premium is an item offered as a reward for purchasing another item. The reward item
is usually given free of charge, but it can sometimes be priced modestly, sometimes
under the guise of a shipping and handling fee. Premiums take the form of gifts or
prizes. A premium represents an additional incentive for a consumer to buy a product.
b. A bonus pack offers additional merchandise in a package for the same price, such as a
buy-three, get one free package of bar soap. A bonus pack may also take the form of a
bottle that is larger than the product's standard size and is marked "25% more, free."
By purchasing the pack, consumers receive additional merchandise at the standard
price. Bonus packs are often used when the goal is to entice consumers to stock up on
a given item. This decreases the chance that the consumer will switch to a competitor
and can be a proactive way to protect a product’s market share.
7. What is the difference between an international contest and an international sweepstakes?
a. Contests are promotions with game-like qualities that rely on consumer skill at some
activity.
b. Sweepstakes rely on chance drawings of consumer names in order to select the winner
of a promotion.
c. Contests take skill, sweepstakes do not
by Daniel W. Baack
Complete Chapter Solutions Manual
are included (Ch 1 to 16)
** Immediate Download
** Swift Response
** All Chapters included
,Table of Contents are given below
1. Introduction to International Marketing
2. Culture and Cross-Cultural Marketing
3. Global Trade and Integration
4. Country Selection and Entry Strategies
5. International Marketing Planning, Organization and Control
6. Markets and Segmentation in an International Context
7. International Positioning
8. Market Research in the International Environment
9. International Product and Brand Marketing
10. International Product Standardization and Adaptation
11. International Pricing
12. International Finance and Pricing Implications
13. International Marketing Channel Management
14. International Distribution: Exporting and Retailing
15. Globally Integrated Marketing Communications
16. International Sales Promotions and Public Relations
,Solutions Manual organized in reverse order, with the last chapter displayed first, to ensure
that all chapters are included in this document. (Complete Chapters included Ch16-1)
Review and Discussion Questions
Chapter 16: International Sales Promotions and Public Relations
Review questions
1. What elements comprise a firm’s promotional mix?
a. Advertising, personal selling, sales promotion, and public relations
2. Define sales promotion and name its two primary activities?
a. Sales promotions are marketing activities that are designed to stimulate consumer and
marketing channel demand for a product or service.
b. Consumer promotions and trade promotions
3. Describe a push strategy and a pull strategy in international marketing.
a. A pull strategy focuses on stimulating product demand at the consumer level. When a
consumer expresses interest in a product at the retail store, retailers are encouraged to
carry the item. The product will be ordered from wholesalers who purchase the product
from the manufacturer. Consequently, demand for the product is “pulled” through the
marketing channel by consumer from the intermediary and then the manufacturer.
b. A push strategy occurs when a marketer promotes a product to intermediaries. In
general, these efforts are aimed at wholesalers first, who then promote the product to
retailers. Retailers promote the product to consumers. Here, the product demand is
“pushed” downward through the marketing channel.
4. Define consumer promotions and name the major types of consumer promotions.
a. Consumer promotions are sales promotions directed at retail customers.
• Coupons
• Premiums
• Bonus packs
• Contests and sweepstakes
, Instructor Resource
Baack et al., International Marketing, 2e
SAGE Publishing, 2019
• Refunds and rebates
• Price-off programs
• Sampling
5. Name the forms of coupons and how they are offered in international markets.
a. Print media
b. Direct mail
c. In or on-package
d. In-store (display)
e. In-store (scanner delivered at check-out)
f. Response offer
g. Internet delivered (electronic coupons)
6. Describe a premium and a bonus pack.
a. A premium is an item offered as a reward for purchasing another item. The reward item
is usually given free of charge, but it can sometimes be priced modestly, sometimes
under the guise of a shipping and handling fee. Premiums take the form of gifts or
prizes. A premium represents an additional incentive for a consumer to buy a product.
b. A bonus pack offers additional merchandise in a package for the same price, such as a
buy-three, get one free package of bar soap. A bonus pack may also take the form of a
bottle that is larger than the product's standard size and is marked "25% more, free."
By purchasing the pack, consumers receive additional merchandise at the standard
price. Bonus packs are often used when the goal is to entice consumers to stock up on
a given item. This decreases the chance that the consumer will switch to a competitor
and can be a proactive way to protect a product’s market share.
7. What is the difference between an international contest and an international sweepstakes?
a. Contests are promotions with game-like qualities that rely on consumer skill at some
activity.
b. Sweepstakes rely on chance drawings of consumer names in order to select the winner
of a promotion.
c. Contests take skill, sweepstakes do not
