Communication Strategy
Which factor most directly causes a marketing message to change meaning when used in another country?
A. Price elasticity differences
B. Cultural barriers
C. Channel length
D. Retail concentration
B. Cultural barriers
What is one major advantage of standardized global advertising ?
A. It guarantees message effectiveness in all cultures
B. It reduces fixed advertising development costs
C. It eliminates cultural differences
D. It avoids the need for distribution channels
B. It reduces fixed advertising development costs
A company distributing products directly to consumers without intermediaries is using a:
A. Short channel
B. Long channel
C. Exclusive channel
D. Fragmented channel
A. Short channel
The relationship between standardization and customization is:
A. All-or-nothing
B. Always standardized globally
C. Dependent on pricing strategy only
D. A balance where firms mix both approaches
D. A balance where firms mix both approaches
A company hires a local ad agency in Brazil to redesign its message for the Brazilian market. What problem is this action specifically meant to overcome?
A. Noise levels in developed markets
B. Source effects in countries with low literacy
C. Cultural barriers in message interpretation
D. Predatory pricing concerns
C. Cultural barriers in message interpretation
A standardized global campaign becomes ineffective in France because regulations prohibit children endorsing products. What should the firm do?
A. Fully abandon standardization
B. Only use online advertising
C. Modify certain campaign elements to meet local rules
D. Switch to a push strategy
C. Modify certain campaign elements to meet local rules
Why is distribution more difficult in highly fragmented retail systems such as some markets in China?
A. Retailers refuse to work with foreign brands
B. Firms must rely on wholesalers only
C. Many small retailers make coverage complicated
D. High literacy rates reduce channel access
C. Many small retailers make coverage complicated
A firm standardizes communication and pricing but customizes product features for each market. Which statement best reflects the topic view?
A. This mix is consistent with global marketing principles
B. This mix is prohibited in most markets
C. Full customization is always better
D. Standardization must be used for all mix elements
A. This mix is consistent with global marketing principles
A luxury brand finds that its message is being overshadowed by competitors’ campaigns in a highly developed country. Which communication challenge best explains this?
A. High noise levels
B. Country-of-origin effects
C. Multi-point pricing
D. Channel exclusivity
A. High noise levels
A firm keeps the same global slogan but uses local actors and scenery in each country. This strategy represents:
A. Complete standardization
B. Complete customization
C. Hybrid standardization
D. Predatory pricing
C. Hybrid standardization
A foreign company cannot get its products placed in Japanese retailers because relationships there span decades. Which concept explains this?
A. Low channel quality
B. Retail concentration
C. Short channels
D. Channel exclusivity
D. Channel exclusivity
If McDonald’s keeps its global brand image but changes its menu for each country, which concept does this illustrate?
A. Predatory pricing
B. Partial standardization with selective customization
C. A push communication strategy
D. Long distribution channels
B. Partial standardization with selective customization
A company decides not to use a standardized communication strategy because its target market has low literacy rates and limited media access. What is the most appropriate alternative?
A. A global pull strategy
B. Standardized advertising using global celebrities
C. Experience curve pricing
D. A push strategy relying on personal selling
D. A push strategy relying on personal selling
A multinational wants to build a unified global brand image but must also navigate strict cultural restrictions in several markets. Which approach best balances both goals?
A. Standardize core brand elements but localize execution
B. Create one ad and force all markets to use it
C. Maximize adaptation and ignore global image
D. Eliminate advertising and rely on distribution strategy
A. Standardize core brand elements but localize execution
A firm with a very price-sensitive product wants to minimize final consumer price. Which distribution choice is optimal?
A. Use short channels to avoid multiple markups
B. Use long channels to increase market coverage
C. Prioritize exclusive channels
D. Use channels with low fragmentation
A. Use short channels to avoid multiple markups
A company finds that customizing distribution increases cost but standardizing product attributes decreases cost. How should the company proceed?
A. Fully standardize both strategies
B. Fully customize both strategies
C. Evaluate costs and benefits of each element independently
D. Standardize distribution and customize product attributes
C. Evaluate costs and benefits of each element independently