Question 1

Many American car buyers perceive Korean cars as:

Accepted Answer

A) durable. 
B) cheap. 
C) reliable. 
D) of high quality. 
E) a good investment. 
A) durable. 
B) cheap. 
C) reliable. 
D) of high quality. 
E) a good investment.

Question 2

If a label on a product states "Made in Thailand," and a similar product has a label "Made in Germany," why do consumers consider the latter to be better than the former? What difference does a label make in consumer perceptions?

Accepted Answer

In global marketing,consumer perceptions

Question 3

Coca-Cola's distinctive contour bottle,which is sold in many countries,illustrates the point that packaging:

Accepted Answer

A) strategies can vary by country and region. 
B) helps in storing large sizes in refrigerators. 
C) strategies do not change by country and region. 
D) appeals only to Asian consumers. 
E) helps in brand identification. 
A) strategies can vary by country and region. 
B) helps in storing large sizes in refrigerators. 
C) strategies do not change by country and region. 
D) appeals only to Asian consumers. 
E) helps in brand identification.

Question 4

The decision to transform a global product into a global brand is risky.For example,in the United Kingdom,Snickers may get confused with Knickers,the British slang for a woman's undergarment.

Accepted Answer

A) True 
 B)False

Question 5

Industrial products tend to be less deeply rooted in culture than are consumer goods.

Accepted Answer

A) True 
 B)False

Question 6

British entrepreneur Richard Branson has built a global business empire by:

Accepted Answer

A) relying on brand extension. 
B) being the first to use smart cards in major markets. 
C) developing local brands. 
D) avoiding consumer businesses with established leaders. 
E) restricting the "Virgin" name only to airlines. 
A) relying on brand extension. 
B) being the first to use smart cards in major markets. 
C) developing local brands. 
D) avoiding consumer businesses with established leaders. 
E) restricting the "Virgin" name only to airlines.

Question 7

The introduction of consumer VCRs in the late 1970s initiated a revolutionized in-home electronic entertainment.For example,assuming the user could learn to set the timer,he or she could tape programs to watch at a later time.The VCR's popularity also gave rise to an entirely new retailing concept,the video rental store.What type of innovation did the consumer VCR represent?

Accepted Answer

A) a continuous innovation 
B) a dynamically continuous innovation 
C) a discontinuous innovation 
D) a comparative innovation 
E) none of the above 
A) a continuous innovation 
B) a dynamically continuous innovation 
C) a discontinuous innovation 
D) a comparative innovation 
E) none of the above

Question 8

Guidelines which can assist managers in their effort to establish global brand leadership include all of the following except:

Accepted Answer

A) create a compelling value proposition for customers. 
B) before taking a brand overseas,select name,marks and symbols. 
C) make a process template available to all managers. 
D) assign specific responsibility for managing branding issues. 
E) make a process template for international consumers. 
A) create a compelling value proposition for customers. 
B) before taking a brand overseas,select name,marks and symbols. 
C) make a process template available to all managers. 
D) assign specific responsibility for managing branding issues. 
E) make a process template for international consumers.

Question 9

The Sony Walkman is an example of combination or tiered branding,whereby a corporate name is combined with the name of the product.

Accepted Answer

A) True 
 B)False

Question 10

Packaging serves several important communication functions,which include all of the following except:

Accepted Answer

A) packaging offer communication cues that can influence consumers when making a purchase decision. 
B) packaging engages the senses of a consumer. 
C) packaging makes an emotional connection with the consumer. 
D) packaging enhances a consumer's brand experience. 
E) packaging enhances functional benefits of the product. 
A) packaging offer communication cues that can influence consumers when making a purchase decision. 
B) packaging engages the senses of a consumer. 
C) packaging makes an emotional connection with the consumer. 
D) packaging enhances a consumer's brand experience. 
E) packaging enhances functional benefits of the product.

Question 11

The benefits of strong brands include all of the following except:

Accepted Answer

A) greater loyalty. 
B) less vulnerability to marketing actions. 
C) less inelastic consumer response to price increases. 
D) more elastic consumer response to price decreases. 
E) larger margins. 
A) greater loyalty. 
B) less vulnerability to marketing actions. 
C) less inelastic consumer response to price increases. 
D) more elastic consumer response to price decreases. 
E) larger margins.

Question 12

What is the significance of innovation in global marketing? Describe different categories of innovation with examples.

Accepted Answer

Innovations for new products are importa

Question 13

Tangible product attributes include the status associated with product ownership and a brand's overall reputation.

Accepted Answer

A) True 
 B)False

Question 14

Because of the consumer safety regulations,McDonald's can only give away soft plastic toys with its Happy Meals in Europe.

Accepted Answer

A) True 
 B)False

Question 15

Maslow's hierarchy is applicable to global marketing because it can help explain how:

Accepted Answer

A) basic human needs can drive the development of global products. 
B) the top of the Asian hierarchy is self-respect. 
C) status needs in different countries can only be fulfilled with localized products. 
D) "luxury badging" is irrelevant to companies marketing in Asia. 
E) Asians differ from Westerners in their basic physiological needs. 
A) basic human needs can drive the development of global products. 
B) the top of the Asian hierarchy is self-respect. 
C) status needs in different countries can only be fulfilled with localized products. 
D) "luxury badging" is irrelevant to companies marketing in Asia. 
E) Asians differ from Westerners in their basic physiological needs.

Question 16

Why are packaging aesthetics an important consideration in global product marketing?

Accepted Answer

Global marketers must understand the imp

Question 17

Marketers in Gillette's Parker Pen subsidiary focused on upscale shoppers in Malaysia and Singapore.This is an example which coincides with Maslow's hierarchy related to:

Accepted Answer

A) self-esteem. 
B) physiological needs. 
C) security. 
D) self actualization. 
E) social needs. 
A) self-esteem. 
B) physiological needs. 
C) security. 
D) self actualization. 
E) social needs.

Question 18

A logo can be all of the following except:

Accepted Answer

A) word mark. 
B) nonword mark. 
C) brand symbol. 
D) brand equity. 
E) trademark. 
A) word mark. 
B) nonword mark. 
C) brand symbol. 
D) brand equity. 
E) trademark.

Question 19

Generally speaking,which of the following product categories represents the best potential for extension into international markets without adaptation?

Accepted Answer

A) companion products 
B) food products 
C) industrial products 
D) intangible products 
E) non-alcoholic drinks 
A) companion products 
B) food products 
C) industrial products 
D) intangible products 
E) non-alcoholic drinks

Question 20

For brands,it's important to speak the language of the target audience.

Accepted Answer

A) True 
 B)False

Many American car buyers perceive Korean cars as:

If a label on a product states "Made in Thailand," and a similar product has a label "Made in Germany," why do consumers consider the latter to be better than the former? What difference does a label make in consumer perceptions?

Coca-Cola's distinctive contour bottle,which is sold in many countries,illustrates the point that packaging:

The decision to transform a global product into a global brand is risky.For example,in the United Kingdom,Snickers may get confused with Knickers,the British slang for a woman's undergarment.

Industrial products tend to be less deeply rooted in culture than are consumer goods.

British entrepreneur Richard Branson has built a global business empire by:

Guidelines which can assist managers in their effort to establish global brand leadership include all of the following except:

The Sony Walkman is an example of combination or tiered branding,whereby a corporate name is combined with the name of the product.

Packaging serves several important communication functions,which include all of the following except:

The benefits of strong brands include all of the following except:

What is the significance of innovation in global marketing? Describe different categories of innovation with examples.

Tangible product attributes include the status associated with product ownership and a brand's overall reputation.

Because of the consumer safety regulations,McDonald's can only give away soft plastic toys with its Happy Meals in Europe.

Maslow's hierarchy is applicable to global marketing because it can help explain how:

Why are packaging aesthetics an important consideration in global product marketing?

Marketers in Gillette's Parker Pen subsidiary focused on upscale shoppers in Malaysia and Singapore.This is an example which coincides with Maslow's hierarchy related to:

A logo can be all of the following except:

Generally speaking,which of the following product categories represents the best potential for extension into international markets without adaptation?

For brands,it's important to speak the language of the target audience.

Introduction to Global Marketing

The Global Economic Environment

The Global Trade Environment

Social and Cultural Environments

The Political,legal,and Regulatory Environments

Global Information Systems and Market Research

Segmentation,targeting,and Positioning

Importing,exporting,and Sourcing

Global Market Entry Strategies: Licensing, investment, and Strategic Alliances

Pricing Decisions

Global Marketing Channels and Physical Distribution

Global Marketing Communications Decisions I: Advertising and Public Relations

Global Marketing Communications Decisions II: Sales Promotion, personal Selling, and Special Forms of Marketing Communication

Global Marketing and the Digital Revolution

Strategic Elements of Competitive Advantage

Leadership, organization, and Corporate Social Responsibility

Filters

Exam 10: Brand and Product Decisions in Global Marketing

Many American car buyers perceive Korean cars as:

If a label on a product states "Made in Thailand," and a similar product has a label "Made in Germany," why do consumers consider the latter to be better than the former? What difference does a label make in consumer perceptions?

Coca-Cola's distinctive contour bottle,which is sold in many countries,illustrates the point that packaging:

The decision to transform a global product into a global brand is risky.For example,in the United Kingdom,Snickers may get confused with Knickers,the British slang for a woman's undergarment.

Industrial products tend to be less deeply rooted in culture than are consumer goods.

British entrepreneur Richard Branson has built a global business empire by:

Guidelines which can assist managers in their effort to establish global brand leadership include all of the following except:

The Sony Walkman is an example of combination or tiered branding,whereby a corporate name is combined with the name of the product.

Packaging serves several important communication functions,which include all of the following except:

The benefits of strong brands include all of the following except:

What is the significance of innovation in global marketing? Describe different categories of innovation with examples.

Tangible product attributes include the status associated with product ownership and a brand's overall reputation.

Because of the consumer safety regulations,McDonald's can only give away soft plastic toys with its Happy Meals in Europe.

Maslow's hierarchy is applicable to global marketing because it can help explain how:

Why are packaging aesthetics an important consideration in global product marketing?

Marketers in Gillette's Parker Pen subsidiary focused on upscale shoppers in Malaysia and Singapore.This is an example which coincides with Maslow's hierarchy related to:

A logo can be all of the following except:

Generally speaking,which of the following product categories represents the best potential for extension into international markets without adaptation?

For brands,it's important to speak the language of the target audience.

Introduction to Global Marketing

The Global Economic Environment

The Global Trade Environment

Social and Cultural Environments

The Political,legal,and Regulatory Environments

Global Information Systems and Market Research

Segmentation,targeting,and Positioning

Importing,exporting,and Sourcing

Global Market Entry Strategies: Licensing, investment, and Strategic Alliances

Pricing Decisions

Global Marketing Channels and Physical Distribution

Global Marketing Communications Decisions I: Advertising and Public Relations

Global Marketing Communications Decisions II: Sales Promotion, personal Selling, and Special Forms of Marketing Communication

Global Marketing and the Digital Revolution

Strategic Elements of Competitive Advantage

Leadership, organization, and Corporate Social Responsibility

Filters