Midterm exam - International marketing insights môn Marketing căn bản | Đại học Đồng Tháp

Mid term test Dec 2023 Trương Thị Kim Chi Part 1: 1.
International marketing is an (1) …………… important topic. Companies can no longer afford to
pay attention only to their domestic market, no matter how large it is. Many industries are global
industries, and those firms that operate globally achieve lower costs and higher (2) …………..
awareness. At the same time, global marketing is risky because of variable exchange (3)
…………., unstable governments, protectionist tariffs and trade barriers, and several other
factors. Given the potential gains and risks of international marketing, companies need a
systematic way to make their international marketing decisions.
As a first step, a company must understand the global marketing (4) ……………, especially the
international trade system. It must assess each foreign market’s economic, political, legal, and
cultural characteristics. Second, the company must decide whether to go international and
consider the potential risks and (5)………... Third, the company must decide the volume of
international sales it wants, how many countries it wants to market in, and which markets to
enter. This decision calls for weighing the probable rate of return on investment against the level of risk.
Fourth, the company must (6) ……….. how to enter each market – whether through exporting,
joint venturing, or direct investment. Many companies start as (7) …………, move to joint
ventures, and finally make a direct investment in foreign markets. Companies must next decide
on the global marketing program, and how much their products, promotion, price and distribution
channels should be (8) ……… for each market.
Finally, the company must develop an (9……….. global marketing organization. Most firms start
with an export department and graduate with an international (10) …………….. A few will go on
to become global organizations, with worldwide marketing planned and managed by the top
officers of the company. Global organizations view the entire world as a single borderless market
1. Extremely, increasingly, Significantly, Permanently
2. Brand, Reputation, Product, Prestige
3. Scale, Proportions, Ratios, rates
4. Environment, Setting, Arena, Factor
5. Benefits, Favors, Stakes, advantages
6. Anticipate, decide, choose, project
7. Exporters, traders, proprietors, merchants
8. Adapted, adopted, adjusted, tailored
9. Good, effective, famous, efficient
10. Division, Function, Department, Branch 2.
Advertising informs consumers about the existence and benefits of products and services, and
attempts to persuade them to buy them. The best form of advertising is free (1) ……..........
advertising, which occurs when satisfied customers recommend products or services to their
friends, but very few companies rely on this alone.
Large companies could easily set up their own advertising departments, but they tend to hire the
services of a/an (2) ………......A contract to produce the advertisements for a specific company,
product, or service is known as a/an (3)………. .... The client company generally decides on its
advertising (4)……… .... The amount of money it plans to spend in developing its advertising
and buying media time or space. It also provides a (5 )………... or a statement of the objectives
of the advertising, as well as an overall advertising strategy concerning what (6 )……….. is to be
communicated. The choice of how and where to advertise (newspapers and magazine ads, radio
and television commercials, cinema ads, posters on hoardings (UK) or billboards (US), point-
ofpurchase displays in stores, mailings of leaflets, brochures or booklets, and so on), and in what
proportions, is called a (7 )………..... The set of customers whose needs a company plans to
satisfy, and therefore to expose to an advertisement are known as the (8)……… ... market. The
advertising of a particular product or service during a particular period of time is called an
advertising (9)……….. .... Favorable mentions of a company’s products or services, in any
medium read, viewed or heard by a company’s customers or potential customers, that are not
paid for, are called (10)……….. ... 1
A. Mouth to mouth B. mouth to ear
C. word—of- mouth D. viral 2. A. advertising agency B. advertising company C. PRs company D. event holders 3. A. account B. arrangement C. deal D. affair 4. A. campaign B. budget C. effort D. attempt 5. A. brief B. dossier C. message D. profile 6. A. facts
B. message C. opinions D. perspective 7. A. medium plan
B. media decision C. media plan D. media strategy 8. A. aimed B. segmented C. target D. fragmented 9. A. campaign B. mix C. plan D. project 10.
A. promotion B. publicity C. public relations D. disclosure
Part 2: writing: (about 500 word\s)
What are some ethical issues in marketing? What the manager should do to
mitigate the risks of unethical behavior in marketing. Answer:
Marketing plays an important role in businesses. Nowadays, ethical issues in
marketing are happening in some businesses like advertising credibility and
comparative advertising. The managers should understand these problems to
mitigate the risks of unethical behavior in marketing.
The first factor is advertising credibility. The marketing department overstates
the benefits of a product or service in their advertising communications. Advertising
is misleading if it misrepresents a product’s value, uses, or outcomes or if it uses
inaccurate information in its content to entice buyers. Although false advertising may
effectively attract customers in the early stages, it ultimately harms consumer trust.
It influences long-term negative brand perception when it disappoints and deceives
customers. McDonald’s is a typical example of ethical issues in business. They hide
information relating to the ingredients of their products from the consumers. For
instance, there are several allegations made against McDonald’s on matters touching
on the labeling of its products. In addition, the company accused of using sports icons
to create the impression that its products are healthy. McDonald's sales showed signs
of slowing down and during the period 2013-2017, the company witnessed an
alarming decline in revenue (from 28 billion USD in 2013, to 22 billion USD in
2017). Unethical behaviors can damage a company's credibility, causing the business
to lose customers and ultimately shut down. The manager can avoid this practice by
establishing clear standards for all promotional activities and messaging and
effectively communicating these.
The second factor is comparative advertising. This strategy involves directly
comparing a brand's product or service to that of a competitor, to demonstrate
superiority and persuade consumers to choose one brand over another. While
comparative advertising can be an effective tool for boosting brand awareness, it also
raises important ethical considerations that cannot be overlooked. Brands must
ensure that any statements or comparisons made are based on verifiable facts and
supported by evidence. Engaging in false or misleading advertising not only damages
a brand's reputation but also erodes consumer trust. The advertisement for the
Samsung Galaxy II is my favorite example of comparative advertising. When they
wait in long lines for the launch of the new iPhone — this is implied. Apple
customers will be surprised to see people on the street using a different type of
smartphone: Samsung. When they marvel at the size of the Galaxy II screen and
fantasize about the convenience of 4G speed. At this time, Apple loyalists began to
realize that there were many alternative devices. We can watch the following
commercial: https://www.youtube.com/watch?v=1ZgYlpBWfPc. In 2006,
Samsung faced a lawsuit from Apple for its comparative advertising campaign that
allegedly distorted the features of the iPhone. The case emphasized the importance
of maintaining integrity and honesty in comparative advertising. Business owners
and management teams can work with employees to prevent unethical behaviors.
Firstly, if you see a manager violating company practices, such as a policy against
workplace relationships, intercede immediately to retain credibility with other
workers. Additionally, business owners should invite ethics trainers to visit their
work site to discuss ethical behavior and explain why it is important in organizations,
regardless of the size or industry. Ethics trainers use role-playing, motivational
speaking, videos and handouts to illustrate the importance of ethics in the workplace.
In summary, marketing ethics plays into corporate ethics. There are two ethical
issues in marketing that business owners could utilize as guidelines for the industry
such as advertising credibility and comparative advertising. This helps reduce the
risks of unethical behavior in marketing and increase customer trust.