Question 1

A product portfolio based on _______ allows the analysis of business entities, product lines or individual products.

Accepted Answer

A) number of brands 
B) growth rates and market share positions 
C) number of brands and their respective market positions 
D) number of brands and growth rates 
A) number of brands 
B) growth rates and market share positions 
C) number of brands and their respective market positions 
D) number of brands and growth rates B

Question 2

Which of the following is a disadvantage of the product portfolio approach?

Accepted Answer

A) A global view of the competitive structure 
B) That international competitive behaviour follows different rules from the domestic market 
C) A guide for the formulation of marketing objectives for specific markets 
D) A convenient visual communication goal 
A) A global view of the competitive structure 
B) That international competitive behaviour follows different rules from the domestic market 
C) A guide for the formulation of marketing objectives for specific markets 
D) A convenient visual communication goal B

Question 3

Global brands carry a weak quality signal, as suggested by their involvement in negative publicity in the majority of the countries

Accepted Answer

A) True 
 B)False  False

Question 4

Global marketers have choices in terms of branding within the global, regional and local dimensions.Which of the following is not available to them?

Accepted Answer

A) Co-branding with the smallest competitors 
B) Corporate name 
C) Family brands for a wide range of products or product variations 
D) Co-branding. 
A) Co-branding with the smallest competitors 
B) Corporate name 
C) Family brands for a wide range of products or product variations 
D) Co-branding.

Question 5

Which of the following statements is false?

Accepted Answer

A) 3M may have 1000 new product ideas competing for scarce development funds annually. 
B) In countries with no significant breakfast habit, cereal marketers present their products as snacks. 
C) Procter & Gamble created the perception that dandruff - which is traditionally a non-issue for the Chinese - is useless. 
D) All of these choices 
A) 3M may have 1000 new product ideas competing for scarce development funds annually. 
B) In countries with no significant breakfast habit, cereal marketers present their products as snacks. 
C) Procter & Gamble created the perception that dandruff - which is traditionally a non-issue for the Chinese - is useless. 
D) All of these choices

Question 6

Which of the following is not usually a member of a product development team?

Accepted Answer

A) A member of the marketing team 
B) A financial officer 
C) A natural resources expert 
D) An engineer 
A) A member of the marketing team 
B) A financial officer 
C) A natural resources expert 
D) An engineer

Question 7

Product development phases include:

Accepted Answer

A) proving, scalar movement and continuation. 
B) idea generation, conversion and market analysis. 
C) screening, scale-up and commercialisation. 
D) idea generation, conversion and continuation. 
A) proving, scalar movement and continuation. 
B) idea generation, conversion and market analysis. 
C) screening, scale-up and commercialisation. 
D) idea generation, conversion and continuation.

Question 8

When assessing the product portfolio, the manager should consider the following interlinkages:

Accepted Answer

A) Economic and regulatory 
B) Regulatory and geographic 
C) Geographic and product market 
D) Product market and economic 
A) Economic and regulatory 
B) Regulatory and geographic 
C) Geographic and product market 
D) Product market and economic

Question 9

Which of the following is often a challenge when using teams or approaches that require cooperation between R&D centres?

Accepted Answer

A) National rivalries 
B) Communication barriers 
C) Language and cultural barriers 
D) Lack of infrastructure 
A) National rivalries 
B) Communication barriers 
C) Language and cultural barriers 
D) Lack of infrastructure

Question 10

Apple has been the most valuable global brand since 2011.

Accepted Answer

A) True 
 B)False

Question 11

The emergence of strong intermediaries has led to the significant increase in __________ goods

Accepted Answer

A) lower quality 
B) global 
C) private brand 
D) better quality 
A) lower quality 
B) global 
C) private brand 
D) better quality

Question 12

Which of the followings statements does not represent an advantage of the product portfolio approach?

Accepted Answer

A) A global view of the competitive structure 
B) A guide for formulating a global marketing strategy based on the suggested allocation of scarce resources between product lines 
C) A convenient visual communication goal, achieved by integrating a substantial amount of information in an appealingly simple format, including assessment of interlinkages between units and products 
D) All of these choices 
A) A global view of the competitive structure 
B) A guide for formulating a global marketing strategy based on the suggested allocation of scarce resources between product lines 
C) A convenient visual communication goal, achieved by integrating a substantial amount of information in an appealingly simple format, including assessment of interlinkages between units and products 
D) All of these choices

Question 13

A global presence is justified by the increasing similarity consumers display in consumption habits and preferences.

Accepted Answer

A) True 
 B)False

Question 14

The main goal of the product development process is to develop a standard product or product line.

Accepted Answer

A) True 
 B)False

Question 15

'Lame duck' dilemma means having old models available in some markets when customers know of the existence of the new product.

Accepted Answer

A) True 
 B)False

Question 16

Which of the following is not one of the managing unit's responsibilities in a global marketing organisation's product development process?

Accepted Answer

A) Single-point worldwide technical development and design 
B) Other activities to plan, develop, manufacture, introduce and support the product 
C) Integration and coordination of all global program activities 
D) Localisation of the product to incorporate the product goals 
A) Single-point worldwide technical development and design 
B) Other activities to plan, develop, manufacture, introduce and support the product 
C) Integration and coordination of all global program activities 
D) Localisation of the product to incorporate the product goals

Question 17

R&D centres are only seen as desirable investments by host governments of developing nations.

Accepted Answer

A) True 
 B)False

Question 18

Which of the followings statement is not true about branding?

Accepted Answer

A) They make everyday decisions harder, provide emotional benefits and offer a sense of community. 
B) Strong brands are able to charge a price premium of 19 per cent 
C) Brands are important because they shape customer decisions and, ultimately, create economic value. 
D) All the alternatives are true. 
A) They make everyday decisions harder, provide emotional benefits and offer a sense of community. 
B) Strong brands are able to charge a price premium of 19 per cent 
C) Brands are important because they shape customer decisions and, ultimately, create economic value. 
D) All the alternatives are true.

Question 19

When engaging in product development, a firm that leaves product development to individual units will most likely:

Accepted Answer

A) develop products with specifications compatible on a worldwide scale. 
B) incur greater difficulties in transferring its experience and technology. 
C) promote internal branding so company staffers know about the product. 
D) exercise control over banking mechanisms to insure product quality. 
A) develop products with specifications compatible on a worldwide scale. 
B) incur greater difficulties in transferring its experience and technology. 
C) promote internal branding so company staffers know about the product. 
D) exercise control over banking mechanisms to insure product quality.

Question 20

The final stages of the product development process will involve testing the product in terms of both its performance and its projected market acceptance.

Accepted Answer

A) True 
 B)False

A product portfolio based on _______ allows the analysis of business entities, product lines or individual products.

Which of the following is a disadvantage of the product portfolio approach?

Global brands carry a weak quality signal, as suggested by their involvement in negative publicity in the majority of the countries

Global marketers have choices in terms of branding within the global, regional and local dimensions.Which of the following is not available to them?

Which of the following statements is false?

Which of the following is not usually a member of a product development team?

Product development phases include:

When assessing the product portfolio, the manager should consider the following interlinkages:

Which of the following is often a challenge when using teams or approaches that require cooperation between R&D centres?

Apple has been the most valuable global brand since 2011.

The emergence of strong intermediaries has led to the significant increase in __________ goods

Which of the followings statements does not represent an advantage of the product portfolio approach?

A global presence is justified by the increasing similarity consumers display in consumption habits and preferences.

The main goal of the product development process is to develop a standard product or product line.

'Lame duck' dilemma means having old models available in some markets when customers know of the existence of the new product.

Which of the following is not one of the managing unit's responsibilities in a global marketing organisation's product development process?

R&D centres are only seen as desirable investments by host governments of developing nations.

Which of the followings statement is not true about branding?

When engaging in product development, a firm that leaves product development to individual units will most likely:

The final stages of the product development process will involve testing the product in terms of both its performance and its projected market acceptance.

Introduction to international marketing

The economic environment

Trade institutions and trade policy

The political and legal environment

The cultural environment

Building the knowledge base

Foreign market entry

Channels of distribution and logistics

Product policy and adaptation in international markets

Services marketing

Pricing in international markets

International marketing communications

Social Networking and Communications

Filters

Exam 10: Product and brand management in international markets

A product portfolio based on _______ allows the analysis of business entities, product lines or individual products.

Which of the following is a disadvantage of the product portfolio approach?

Global brands carry a weak quality signal, as suggested by their involvement in negative publicity in the majority of the countries

Global marketers have choices in terms of branding within the global, regional and local dimensions.Which of the following is not available to them?

Which of the following statements is false?

Which of the following is not usually a member of a product development team?

Product development phases include:

When assessing the product portfolio, the manager should consider the following interlinkages:

Which of the following is often a challenge when using teams or approaches that require cooperation between R&D centres?

Apple has been the most valuable global brand since 2011.

The emergence of strong intermediaries has led to the significant increase in __________ goods

Which of the followings statements does not represent an advantage of the product portfolio approach?

A global presence is justified by the increasing similarity consumers display in consumption habits and preferences.

The main goal of the product development process is to develop a standard product or product line.

'Lame duck' dilemma means having old models available in some markets when customers know of the existence of the new product.

Which of the following is not one of the managing unit's responsibilities in a global marketing organisation's product development process?

R&D centres are only seen as desirable investments by host governments of developing nations.

Which of the followings statement is not true about branding?

When engaging in product development, a firm that leaves product development to individual units will most likely:

The final stages of the product development process will involve testing the product in terms of both its performance and its projected market acceptance.

Introduction to international marketing

The economic environment

Trade institutions and trade policy

The political and legal environment

The cultural environment

Building the knowledge base

Foreign market entry

Channels of distribution and logistics

Product policy and adaptation in international markets

Services marketing

Pricing in international markets

International marketing communications

Social Networking and Communications

Filters