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14 Cards in this Set

  • Front
  • Back
Be able to define “integrated marketingcommunications.” pg 466
advertising, sales promotions, trade shows, personal selling, direct selling, and public relations
Be able to define “sales promotions.” pg 466-467
marketing activities that stimulate consumer purchases and improve retailer or middlemen effectiveness and cooperation. Cents-off, in-store demonstrations, samples, coupons, gifts, product tie-ins, contests, sweepstakes, sponsorship of special events such as concerts and fair, and point-of-purchase displays are types of these designed to supplement advertising and personal selling in the promotional mix.
Know the seven steps in the development ofinternational advertising (in order) and be able to identify the step thatrepresents the most daunting task. pg 469-474
market research, specify common goals, develop most effective message for market segments selected, select effective media, budget, execute, evaluate
Know the top three industries (in order) when itcomes to spending on global advertising. (Exhibit 16.2) pg 472
auto, personal care, entertainment/media
Even though, in many markets, standardizedproducts may be possible, know how marketers should approach advertising.(e.g., What determines if standard products or advertising is appropriate in amarket?) pg 474-479
because culture difference, they still require a different advertising appeal in different markets.
Know the basic definition of a market offering(product). pg 475
bundle of satisfactions received by customer
Know the various reasons, cited in the chapter,why international communications may fail – when it comes to global advertisingand the communications process. pg 479-483
incorrect/meaningless message, incorrect need definition
Know and be able to explain each of the sevensteps in the international communications process. Also, know how each step may affect theaccuracy of the process. pg 479-483
information source, encoding, message channel, decoding, receiver, feedback, noise
Know which step is related to uncontrollable andunpredictable influences that can confuse or detract from the rest of thecommunications process. pg 480
Know what decoding problems can be caused by. pg 482-483
improper encoding
Know and be able to explain the situationsurrounding legality and illegality of the use of comparative advertising. (Youdo NOT have to memorize the laws in each country but you should be able tocharacterize the legality and illegality of comparative ads around the globe.) pg 483-485
Laws that control comparative advertising vary around the worldGermany: illegal to use any comparative terminologyUK, Ireland,Spain, and Portugal: comparative terminology is okAsia: comparative advertising is heavily regulated Internet services are especially vulnerable
Know when creativity becomes especiallyimportant for international marketers. pg 487
when budget is small or severe product limitations
Know why many Europeans (and their governments) are concerned when it comes to satellite television. pg 493-494
loss of control over airwaves and american cultural imperialism
Know why an international marketer may want toforego using direct mail in Chile. pg 494
sender pays only part of the mailing fee; the letter carrier must collect additional postage for every item delivered. can't make customers pay for unsolicited advertising