Exam 10: Brand and Product Decisions in Global Marketing

People have local tastes based on their unique cultures and traditions-a good candy bar in Brazil is not the same as a good candy bar in China.

Alfred Zeien,former chairman of Gillette,once noted that his company's Parker Pen unit does not have to develop a special model for Malaysia and Singapore because shoppers worldwide seek the same things when buying a gift that will serve the recipient as a status symbol.This insight relates to which level of Maslow's hierarchy of needs?

Some consumers flaunt their wealth by buying expensive products and brands that others will notice-a behavior referred to as conspicuous consumption.

What are the differences between "product-communication extension" and "product extension-communication adaptation" as strategies?

Maslow's hierarchy of needs provide a useful framework for understanding how and why local products and brands can be extended beyond home-country borders.How can Maslow's needs hierarchy be used in global marketing?

Which of the following consumer products companies experienced a major product failure in Europe due to inadequate test marketing?

The extension strategy where the product remains virtually unchanged but extending it in markets outside the home country is known as "adaptation strategy."

A company that has developed a successful local product or brand cannot implement an adaptation strategy.

In countries like India and Vietnam,and other emerging markets,amenities such as refrigerators,flush toilets,and cell phones are considered status symbols.

To promote its Centrino wireless chip,Intel launched a global ad campaign that features different combinations of celebrities.These celebrities were chosen because they are widely recognized in the key world markets.This type of strategy is referred to as:

Microsoft's Windows 7 operating system was launched in 2009 with the user-centric global advertising campaign keyed to the theme "I'm a PC,and Windows 7 was my idea." This is an example of the dual-extension strategy.

Coca-Cola's packaging innovation includes a Fridge Pack,which is a long,slender carton that holds the equivalent of 12 cans of soda.This pack is popular since it fits into the refrigerator's lower shelf and is convenient for use by global consumers.

Explain the differences between "product adaptation-communication extension" and "product-communication adaptation" strategies.

Describe the guidelines that can assist marketing managers in their efforts to establish global brand leadership.

Campbell's has been marketing soup in Japan for more than 40 years.Early on,Japanese consumers were not receptive to ads featuring the Campbell Kids and the "M'm M'm Good" slogan.This compelled Campbell's to develop ads featuring a talking soup can known as "Mr.Campbell." Campbell's also developed soup varieties for Japan with fish as the main protein source and spices that reflect local preferences.As described here,which of the following strategies has Campbell's used in Japan?

By definition,a ________ requires a large amount of learning on the part of users and typically creates new markets and consumption patterns.

Global marketers must understand the importance of visual aesthetics embodied in the color or shape of a product,label,or package.Which of the following statements is not true regarding the use of color in selected countries?

Perceptions and attitudes about a product's origins can be positive or negative.On the positive side,"German" is synonymous with style.

The equity value of global megabrands such as Coca-Cola and Marlboro runs in the tens of billions of dollars.

Targeting the 300 million farmers in India who still use plows harnessed to oxen,John Deere engineers created a line of relatively inexpensive,no-frills tractors.The Deere team then realized that the same equipment could be marketed to hobby farmers and acreage owners in the United States,a segment that they had previously overlooked.This is an example of ________ strategy.