SelfTest Questions

1
Self-Test Questions

• ______ is defined as a direct inducement that
  offers
• an extra value or incentive for the product to
  the sales
• force, distributors, or to ultimate consumer
  with the
• primary objective of creating an immediate
  sale.
• A) Brand advertising
• B) A sales promotion
• C) Direct marketing
• D) A promotional allowance
• E) Specialty marketing

2
Self-Test Questions
2. Coors Light beer's heavy financial involvement
with and support of freestyle skiing
competitions, beach volleyball tournaments, and
other sporting events are examples of
A) premiums B) trade shows C) exhibitions
D) event marketing E) contests
3
Self-Test Questions
3. According to the text, a company in which an
ethnocentric orientation prevails is likely to
utilize primarily ____________ in its sales
force. a) host-country nationals b)
third-country nationals c) expatriates d) agents
of any nationality
4
Self-Test Questions
4. Which of the following is an advantage of
using an expatriate sales force a) superior
product and company knowledge b) headquarters can
maintain greater control c) those achieving
success abroad gain valuable experience that
can enhance promotion prospects d) all are
advantages
5
Self-Test Questions
5. The Mini Cooper automobile was featured
prominently in the recent blockbuster film The
Italian Job. This illustrates the importance of
__________ as a global marketing communication
tool. a) consumer sales promotion b) sampling c)
product placement d) trade sales promotion