Gesloten vragen Chapter 9: International Communication
What or who are the three components in marketing communication?
A) The firm, the staff, the customer groups
B) The country, the company, the customer (‘3 C’s’)
C) The competition, customers and the company
D) The firm, the government, interest groups
What are drivers for online communication?
A) To create sales, to create interest, to create customers
B) To increase brand equity, to increase brand awareness, to improve brand perception
C) To create relationships, to create ratings, to create value
D) To create brand loyalty, to increase retention, to create views
What is meant by ‘Think global, act local’?
A) Disguising you are a global player in each market while in practice you are
B) While you are actually a global player, don't emphasise on this and use a completely
different approach for each market
C) Staying relevant in local markets, while achieving economies of scale worldwide
D) Forget that you are a global player and choose a tailor-made approach for each
market
Which of the following factors is a typical ‘disrupter’ in the international communication
model?
A) Different respond to visuals or colours
B) Different levels of reading or writing
C) Different knowledge of brands and products
D) Different respond to humour or emotional appeals
1
, What is the best explanation of ‘Parallel importing’?
A) This means to imitate something authentic, with the intent to steal, destroy, or replace
the original, for use in illegal transactions
B) To deceive individuals into believing that the fake is of equal or greater value than the
real thing
C) This is a non-counterfeit product imported from another country without the
permission of the intellectual property owner
D) They can be divided into insider groups, who have high degree of involvement and
influence and outsider groups, who have little or no direct involvement or influence
What is the best explanation of ‘Counterfeiting’?
A) This is a non-counterfeit product imported from another country without the
permission of the intellectual property owner
B) This means to imitate something authentic, with the intent to steal, destroy, or replace
the original, for use in illegal transactions
C) To deceive individuals into believing that the fake is of equal or greater value than the
real thing
D) They can be divided into insider groups, who have high degree of involvement and
influence and outsider groups, who have little or no direct involvement or influence
What is a good way to intent a push strategy?
A) Push uses personal selling, discounts and deals
B) Push uses mass advertising, sales promotion and point of sales
C) Push uses aggressive selling, higher prices and above the line marketing
D) Push uses tailor made advertising, sales promotion and distributors
What is a good way to intent a pull strategy?
A) Pull uses personal selling, discounts and deals
B) Pull uses mass advertising, sales promotion and point of sales
C) Pull uses aggressive selling, higher prices and above the line marketing
D) Pull uses tailor made advertising, sales promotion and distributors
2
What or who are the three components in marketing communication?
A) The firm, the staff, the customer groups
B) The country, the company, the customer (‘3 C’s’)
C) The competition, customers and the company
D) The firm, the government, interest groups
What are drivers for online communication?
A) To create sales, to create interest, to create customers
B) To increase brand equity, to increase brand awareness, to improve brand perception
C) To create relationships, to create ratings, to create value
D) To create brand loyalty, to increase retention, to create views
What is meant by ‘Think global, act local’?
A) Disguising you are a global player in each market while in practice you are
B) While you are actually a global player, don't emphasise on this and use a completely
different approach for each market
C) Staying relevant in local markets, while achieving economies of scale worldwide
D) Forget that you are a global player and choose a tailor-made approach for each
market
Which of the following factors is a typical ‘disrupter’ in the international communication
model?
A) Different respond to visuals or colours
B) Different levels of reading or writing
C) Different knowledge of brands and products
D) Different respond to humour or emotional appeals
1
, What is the best explanation of ‘Parallel importing’?
A) This means to imitate something authentic, with the intent to steal, destroy, or replace
the original, for use in illegal transactions
B) To deceive individuals into believing that the fake is of equal or greater value than the
real thing
C) This is a non-counterfeit product imported from another country without the
permission of the intellectual property owner
D) They can be divided into insider groups, who have high degree of involvement and
influence and outsider groups, who have little or no direct involvement or influence
What is the best explanation of ‘Counterfeiting’?
A) This is a non-counterfeit product imported from another country without the
permission of the intellectual property owner
B) This means to imitate something authentic, with the intent to steal, destroy, or replace
the original, for use in illegal transactions
C) To deceive individuals into believing that the fake is of equal or greater value than the
real thing
D) They can be divided into insider groups, who have high degree of involvement and
influence and outsider groups, who have little or no direct involvement or influence
What is a good way to intent a push strategy?
A) Push uses personal selling, discounts and deals
B) Push uses mass advertising, sales promotion and point of sales
C) Push uses aggressive selling, higher prices and above the line marketing
D) Push uses tailor made advertising, sales promotion and distributors
What is a good way to intent a pull strategy?
A) Pull uses personal selling, discounts and deals
B) Pull uses mass advertising, sales promotion and point of sales
C) Pull uses aggressive selling, higher prices and above the line marketing
D) Pull uses tailor made advertising, sales promotion and distributors
2
