MKTG 441 Final Exam Part 2 – Study Guide, Practice Questions & Exam
Review
Ken is the marketing executive of a multinational company. The company launches a new
product into the market, and Ken is responsible for globally promotion of the product. However,
the effort undertaken by Ken to communicate the message internationally fails. In this case, a
probable reason for failure is that ______. - ✔✔the requirements and desires of the target
markets were not assessed properly
A company may limit or decrease print advertising _______. - ✔✔If high-grade paper is not
available, if printing is of poor quality
In the context of advertising strategy and goals, why do multinational companies strive to
increase control and efficiency without sacrificing local responsiveness? - ✔✔Companies
desire a broader company or product image.
Costs of advertising have increased.
Promotional programs in multiple countries have given rise to coordination problems.
When do companies across Europe seek commonality in branding and advertising? - ✔✔When
they need to avoid confusion related to multiple label names
When they need to ensure efficiency
Identify the problems that are associated with advertising coverage. - ✔✔Sufficient
information about coverage cannot be obtained.
Some demographic groups cannot be reached.
What causes international communications to fail? - ✔✔The needs and wants of a target
market may not have been assessed properly.
Media inadequacy may hinder the flow of messages.
Review
Ken is the marketing executive of a multinational company. The company launches a new
product into the market, and Ken is responsible for globally promotion of the product. However,
the effort undertaken by Ken to communicate the message internationally fails. In this case, a
probable reason for failure is that ______. - ✔✔the requirements and desires of the target
markets were not assessed properly
A company may limit or decrease print advertising _______. - ✔✔If high-grade paper is not
available, if printing is of poor quality
In the context of advertising strategy and goals, why do multinational companies strive to
increase control and efficiency without sacrificing local responsiveness? - ✔✔Companies
desire a broader company or product image.
Costs of advertising have increased.
Promotional programs in multiple countries have given rise to coordination problems.
When do companies across Europe seek commonality in branding and advertising? - ✔✔When
they need to avoid confusion related to multiple label names
When they need to ensure efficiency
Identify the problems that are associated with advertising coverage. - ✔✔Sufficient
information about coverage cannot be obtained.
Some demographic groups cannot be reached.
What causes international communications to fail? - ✔✔The needs and wants of a target
market may not have been assessed properly.
Media inadequacy may hinder the flow of messages.
