TP15_MKTG 3690 International Issues Marcom
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MKTG 3690:901: Marketing Communications
Topic Prep Sheet 15 (Topic 15: International Issues in MarCom)
Due by: 4/21/2024 @ 11:59 p.m.
This topic prep assignment consists of two parts: a section with True/False questions (15) and a section with multiple choice questions (5). Respond to ALL the questions in the two sections. The assignment is worth 20 points. There are also two optional extra credit questions worth a total of 3 points. The assignment is an individual assignment and should be completed individually and independently. Part A. I
ndicate whether each of the following statements (A1-A15) is true or false.
A1. Among the marcom issues that global brands have to address in different markets are appropriate branding strategies, translation of advertising and other promotional messages, availability of different types of media, distribution channels for their products, and pricing strategies in light of the volatility of exchange rates.
A2. The case of KFC becoming Poulet Frit Kentucky (PFK) in Quebec, Canada, is a case of both branding and language choice in international advertising. A3. When it comes to packaging decisions for global brands, colors denote different things in different cultures, so the color used for packaging has to be taken into account when marketing global brands.
A4. When it comes to advertising messages for global brands, standardization means that marketers use the standard values in each culture in their creation of ads. A5. In the case of the use of celebrity endorsers in global advertising, brands usually use local celebrity endorsers, as target audience members are not always familiar with foreign endorsers.
A6. Among the concerns regarding the use of different appeals in global advertising are concerns about differences in humor and jokes across cultures and the banning of sex appeals in some cultures. A7. When it comes to the use of language in advertising, global brands use the official language spoken by people in the markets in which they are advertising in all their ads for their goods and services. A8. One area in which information is readily available internationally for global marketers is media planning and buying, which makes media planning and buying relatively easy for global marketers. A9. To make effective media planning and buying decisions, global marketers must be aware of factors such as cost, availability of different media, statistics on media performance, and general knowledge on the kinds of media used in global markets. 1 | P a g e
A10. Among the top social media sites used by consumers in China are Sina Weibo, WeChat, and TikTok.
A11. The task of using social media for global marketing communications is made easier for global marketers by the fact that consumers, regardless of where they are in the world, use social media for the same purposes.
A12. Among the top social media sites used by consumers in India are Facebook, Instagram, and YouTube. A13. Brands typically associate themselves with (sponsor) different events in global markets than those they sponsor in their domestic countries, as cultural rituals (e.g., events that are important and celebrated in the culture) are different. A14. Celebrity endorsement is a global marketing communications strategy and is popular in a number of countries.
A15. The types of sales promotions that an international brand can run are largely influenced by the differences in laws and regulations from one country to another.
Part B. Attached to this document is an article entitled Pepsi Relaunches International
Strategy With Star-Studded Soccer Spot
. Read the article then respond to the questions below, which are based on the contents. Underline the correct response. (5 points)
B1. Based on information in the article Pepsi Relaunches International Strategy With
Star-Studded Soccer Spot
, Pepsi is using the ‘Thirsty for More’ campaign to position itself as this.
a.
The international flavor for international people
b.
The soda of choice for young, adventurous consumers
c.
The drink that quenches the thirst of soccer fans everywhere
d.
A worthy rival in the soda category
e.
Pepsi is using the campaign to position itself in all the above ways. B2. The article provides the following information: “The drinks giant said in a statement it’s hoping to appeal to a demographic it called ‘Generation Thirsty’ with a new creative north star that will unify its approach to advertising beyond the U.S.” This means that ‘beyond the US,’ Pepsi is practicing ___ of its advertising strategy.
a.
Adaptation
b.
Dual extension
c.
Standardization
d.
Hybridization
e.
All of the above
2 | P a g e
B3. Based on the contents of the article, which of the following statements about the new Pepsi campaign is not true?
a.
The refreshed international brand strategy is called “Thirsty for More.”
b.
The ad campaign uses sports celebrity endorsers. c.
Among the ways in which Pepsi can assess the effectiveness of this new strategy is to see if its market share has changed in places such as Africa, the Middle East and South Asia, as well as Latin America (LATAM).
d.
The Pepsi refreshed strategy represents part of its response to changing consumer attitudes towards the soda category.
e.
All the above statements about the new Pepsi campaign are true. B4. Based on the information contained in the article, which of the following associations related to the new campaign is not correct?
a.
Target audience: Young, adventurous consumers around the globe
b.
Media: Television; social media c.
Source: Pepsi; Leo Messi, Ronaldinho, Paul Pogba
d.
Message: 50% of Gen Z thinks drinking soda is unhealthy
e.
Marcom objective: Drive deeper connections with consumers based on shared interests
B5. Identify the basis for segmentation that has incorrect information. a.
Geographic segmentation: Based on region of the world (Africa, Middle East, South Asia, Latin America, USA)
b.
Psychographic segmentation: Interests such as soccer, music, and unique experiences
c.
Demographic segmentation: Generation (Gen Z); Age (young consumers)
d.
All the above bases for segmentation contain correct information. Extra Credit
EC1 (2 points). Based on information contained in the article Brands must get the basics right in China
, which of the following is a major factor that marketing communicators have to take into account when operating in global markets?
a.
Legal and regulatory requirements
b.
Language used in marketing communications
c.
Types of traditional media used
d.
Target audience in the different markets EC2 (1 point). True or False. Among the ways in which Pepsi can assess the effectiveness of its new international brand strategy Thirsty for More
are the level of demand for its product and net revenue. 3 | P a g e
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a. Insurance expired during May is $275.b. Supplies on hand on May 31 are $715.c. Depreciation of office equipment for May is $330.d. Accrued receptionist salary on May 31 is $325.e. Rent expired during May is $1,600.f. Unearned fees on May 31 are $3,210.
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- Exercise 4 The Fly-Right Airplanc Company builds small jet planes to scll to corporations for the use of the exccutives. To meet the needs of these exccutives, the company's customers sometimes order a custom design of the air planes being purchased. When this occurs, a substantial start up cost is incurred to intiate production of these airplanes. Fly-Right has recently reccived purchase requests from three customers with short deadlines. However, as the company's production facilities already are almost completely tied up filling previous orders, it will not be able to accept all three orders. Therefore a decision now needs to be made on the number of airplancs the company will agree to produce (if any) for cach of the three customers. The table below gives the relevant information on cach of the three customers. Each customer has a fixed start-up cost, paid just once irrespective of how many plancs are produced for that customer. The marginal net revenue is received per plane…arrow_forwardPreliminary plans are under way for the construction of a new stadium for a major league baseball team. City officials have questioned the number and profitability of the luxury corporate boxes planned for the upper deck of the stadium. Corporations and selected individuals may buy the boxes for $310,000 each. The fixed construction cost for the upper deck area is estimated to be $4,960,000, with a variable cost of $155,000 for each box constructed. (a) What is the break-even point for the number of luxury boxes in the new stadium? X = (b) Preliminary drawings for the stadium show that space is available for the construction of up to 52 luxury boxes. Promoters indicate that buyers are available and that all 52 could be sold if constructed. (i) What is your recommendation concerning the construction of luxury boxes? Build the luxury boxes. Do not build the luxury boxes. (ii) What profit is anticipated (in dollars)? (Enter a negative value if a predicted loss.)arrow_forwardItem4 Time Remaining 2 hours 53 minutes 2 seconds 02:53:02 eBookReferences Item 4 Time Remaining 2 hours 53 minutes 2 seconds 02:53:02 The production planner for a private label soft drink maker is planning the production of two soft drinks: root beer (R) and sassafras soda (S). There are at most 12 hours per day of production time and 1,500 gallons per day of carbonated water available. A case of root beer requires 2 minutes of time and 5 gallons of water to produce, while a case of sassafras soda requires 3 minutes of time and 5 gallons of water. Profits for the root beer are $6.00 per case, and profits for the sassafras soda are $4.00 per case. The firm’s goal is to maximize profits. What is the time constraint? rev: 09_21_2020_QC_CS-229783 Multiple Choice 5R + 5S ≤ 720. 3R + 5S ≤ 720. 2R + 5S ≤ 720. 3R + 2S ≤ 720. 2R + 3S ≤ 720.arrow_forward
- The following sentence contains a parallelism error; please choose the one revision that corrects this error. Many states are reducing property taxes for homeowners and extend financial aid in the form of tax credits for renters. O Many states are reducing property taxes for homeowners and extending financial aid in the form of tax credits for renters. O Many states are reducing property taxes for homeowners; and extend financial aid in the form of tax credits for renters. Many states are reducing property taxes for homeowners, and they are also going to extend financial aid in the form of tax credits for renters. Many states are reducing property taxes for homeowners, and extend financial aid in the form of tax credits for renters.arrow_forwardRequired Information [The following information applies to the questions displayed below.] Professor John Morton has just been appointed chairperson of the Finance Department at Westland University. In reviewing the department's cost records, Professor Morton found the following total cost associated with Finance 101 over the last five terms: Term Fall, last year winter, last year Summer, last year Fall, this year winter, this year Professor Morton knows there are some variable costs, such as amounts paid to graduate assistants, associated with the course. He would like to have the variable and fixed costs separated for planning purposes. Total Cost (in dollars) 16,000 14,000 12,000 10,000 Required: 1. Prepare a scattergraph plot. (Plot total cost on the vertical axis and number of sections offered on the horizontal axis.) Instructions: 1. On the graph below, use the point tool (Fall last year) to plot number of sections offered on the horizontal axis and total cost on the vertical…arrow_forwardQ4) A rural country administration wants to locate several medical emergency response units so that it can respond to calls within the county within eight minutes of the call. The county is divided into seven population zones. The distance between the centers of each pair of zones is known and is given in the matrix below. The response units can be located in the center of population zones 1 through 7 at a cost (in hundreds of thousands of dollars) of 100, 80, 120 110, 90, 90, and 110 respectively. Assuming the average travel speed during an emergency to be 60 miles per hour, formulate an appropriate set covering model to determine where the units are to be located and how the population zones are to be covered.arrow_forward
- RBL’s directors are looking to expand into a new suite of services. Although they are doing quite well in their existing lines of business, analysts have identified some new areas for development. One of these is expansion into manufacturing prefabricated homes. However, this venture requires a large amount of funding. To raise additional funds to finance this new project, the company is considering issuing a new bond.Required: Prepare a short report which supports the case for issuing a corporate bond. In your report:a.Explain what a corporate bond is,b.Outline the characteristics of the bond market,c. Explain the benefits of issuing bonds to raise financing.arrow_forwardDuring the annual conference of a professional organization, nine topics were proposed for simultaneous plenary discussions. However, some topics need to be scheduled in different time slots. The table summarizes which topic cannot be discussed in the same schedule. Topics 1 2 3 4 5 6. 8 9 1 2 3 X X X --- 4 X --- X X X X X X X 7 X --- X Which topic should be included in each time slot? O Time slot 1: Topics 1,5, and 6 Time slot 2: Topics 2 and 3 Time slot 3: Topics 4 and 8 Time slot 4: Topics 7 and 9 O Time slot 1: Topics 1,3,and 5 Time slot 2: Topics 2 and 3 Time slot 3: Topics 4 and 7 O Time slot 1: Topics 3,5, and 6 Time slot 2: Topics 1 and 3 Time slot 3: Topics 4 and 8 Time slot 4: Topics 6 and 9 Time slot 5: Topics 4 and 8 Time slot 6: Topics 3 and 6 O Time slot 1: Topics 1,5, and 6 Time slot 2: Topics 1 and 3 Time slot 3: Topics 4 and 5 Time slot 4: Topics 7 and 9 Time slot 5: Topics 5 and 8 5 and 8 O Time slot 1: Topics 1,4, and 6 Time slot 2: Topics 2 and 3 Time slot 3: Topics…arrow_forwardNew Exercise Bank Content Qu. 05-21 Nutri-Jenny is a weight-management center. It produces a wide variety of frozen entrées for consumption by its clients. The entrées are strictly monitored for nutritional content to ensure that the clients are eating a balanced diet. One new entrée will be a beef sirloin tips dinner. It will consist of beef tips and gravy, plus some combination of peas, carrots, and a dinner roll. Nutri-Jenny would like to determine what quantity of each item to include in the entrée to meet the nutritional requirements, while costing as little as possible. The nutritional information for each item and its cost are given in the accompanying table. The nutritional requirements for the entrée are as follows: Unit Cost (per ounce) Calories Fat Calories Vitamin A (IU) Vitamin C (mg) Protein (g) Beef Gravy Peas Carrots Roll $0.40 $0.35 $0.15 $0.18 $0.10 Beef Nutritional Data (per ounce) 20 8 15 15 0 0 0 15 3 1 Click here for the Excel Data File 54 19 0 Gravy Total cost 0…arrow_forward
- allons of deionized water from each wholesaler to each distribution center is shown in the following table: Question Viewer a. Which of the following statements regarding setting up the tableau for the optimal solution for this problem is true? B. The sum of supply capacities is greater than the sum of demands, so a dummy distribution center is needed. C. The sum of supply capacities is less than the sum of demands, so a dummy wholesaler is needed. b. What is the total cost of the solution? The optimal cost is $ ((Enter your response rounded to the nearest dollar.)arrow_forwardTask 3: 100 trailers of a specific model are required by Sask Trailers to meet the demand at the beginning of week 6. A trailer requires one bed and one chassis subassembly. A chassis subassembly requires one frame, two axles and four wheels. 10 chassis subassemblies (complete), 80 frames, 80 axles, and 400 wheels are available in inventory. 40 Axles are scheduled to arrive in week 2. The purchase lead time for frames, axles, wheels, and beds is two weeks. Any quantity of chassis between 50 to 100 will require one week to assemble, and 100 trailers will require 2 weeks to assemble. Using the given tables, prepare the material requirements plan for axles. Axles can only be acquired in multiples of 40 units. w www Trailer Chassis Bed (1) Assembly (1) Frame (1) Axle (2) Wheel (4) Beg. 5 6 Production Week 1 Inv. 3 4 Schedule Quantity 100 Trailers Beg. Inv. 3 LT = 2 wks. Gross requirements 100 Scheduled receipts Projected on hand Net requirements Planned-order receipts Planned-order…arrow_forwardWhat is the Main Problem here? (Statement of the Problem)arrow_forward
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