Question 1

Which of the following is not in the top five of the world's most valuable brands according to a 2010 rankings?

Accepted Answer

A) Sony 
B) Microsoft 
C) Coca-Cola 
D) GE 
E) Nokia 
A) Sony 
B) Microsoft 
C) Coca-Cola 
D) GE 
E) Nokia A

Question 2

In Chinese markets, Nike had a problem using the "Just Do It" attitude which was not found to be appropriate.Finally, Nike decided to use Chinese athletes in their promotion.This type of adaptation was needed due to:

Accepted Answer

A) Chinese do not wear running shoes. 
B) ingrained Chinese values which respect authority. 
C) Chinese athletes use Nike shoes. 
D) "Just do it" in Chinese has a negative connotation. 
E) parents do not want their children to see such ads. 
A) Chinese do not wear running shoes. 
B) ingrained Chinese values which respect authority. 
C) Chinese athletes use Nike shoes. 
D) "Just do it" in Chinese has a negative connotation. 
E) parents do not want their children to see such ads. B

Question 3

In 2008, the United States enacted a country-of-origin labeling (COOL)law.The law requires supermarkets and other food retailers to display information that identifies the country that meat, poultry, and certain other food products come from.

Accepted Answer

A) True 
 B)False  True

Question 4

Due to the European Commission's regulation, McDonald's cannot give away soft plastic toys with its Happy Meals in Europe.

Accepted Answer

A) True 
 B)False

Question 5

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

Accepted Answer

The following six guidelines are mention

Question 6

The basic human need to consume food and drink is not the same thing as wanting or preferring a Big Mac or a Coke.

Accepted Answer

A) True 
 B)False

Question 7

The "Virgin" brand is a global brand with several brand extensions.

Accepted Answer

A) True 
 B)False

Question 8

The Advanced Photo System (APS)created by Kodak and its partners combines traditional chemical photo processing with digital technology.One benefit of the system is that shutterbugs can choose 3 different print sizes.The APS would best be described as a:

Accepted Answer

A) continuous innovation. 
B) dynamically continuous innovation. 
C) discontinuous innovation. 
D) platform-based innovation. 
E) new and improved innovation. 
A) continuous innovation. 
B) dynamically continuous innovation. 
C) discontinuous innovation. 
D) platform-based innovation. 
E) new and improved innovation.

Question 9

Explain the differences between "Product Adaptation-Communication Extension" and "Product-Communication Adaptation" strategies.

Accepted Answer

In the product adaptation-communication

Question 10

In some product categories, foreign products have a substantial advantage over their domestic counterparts simply because of their "foreign-ness."

Accepted Answer

A) True 
 B)False

Question 11

An express warranty is a written guarantee that assures the buyer:

Accepted Answer

A) that he or she is getting what he or she desired. 
B) that he or she will be able to get express response if any defects are found. 
C) that he or she is getting what he or she has paid for. 
D) that he or she will be able to contact the manufacturer whenever needed. 
E) that he or she has limited time for filling out information required by the manufacturer. 
A) that he or she is getting what he or she desired. 
B) that he or she will be able to get express response if any defects are found. 
C) that he or she is getting what he or she has paid for. 
D) that he or she will be able to contact the manufacturer whenever needed. 
E) that he or she has limited time for filling out information required by the manufacturer.

Question 12

Packaging is an important consideration for products that are shipped to markets worldwide.Which of the following statement related to packaging is not true?

Accepted Answer

A) Nestle's worldwide network of packaging teams contributes packaging improvement suggestions on a quarterly basis. 
B) Japanese prefer plain soft colors on their packages. 
C) The Aquafresh Ultimate tube was designed to stand vertically. 
D) Coca-Cola had contour bottles in both glass and plastic versions in many countries. 
E) Nestle asked suppliers to find a glue to make the clicking sound louder when a tube of Smarties brand chocolate candies are unwrapped. 
A) Nestle's worldwide network of packaging teams contributes packaging improvement suggestions on a quarterly basis. 
B) Japanese prefer plain soft colors on their packages. 
C) The Aquafresh Ultimate tube was designed to stand vertically. 
D) Coca-Cola had contour bottles in both glass and plastic versions in many countries. 
E) Nestle asked suppliers to find a glue to make the clicking sound louder when a tube of Smarties brand chocolate candies are unwrapped.

Question 13

Coca-Cola has developed several branded drink products for sale only in Japan, including a noncarbonated ginseng-flavored beverage.Using this as an example, outline the differences between local brand and global brand, combination branding, communication-branding, and brand extensions.

Accepted Answer

A local product or local brand is one th

Question 14

As outlined by branding expert Kevin Keller, the benefits of strong brand equity include all of the following except:

Accepted Answer

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

Question 15

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

Accepted Answer

A) True 
 B)False

Question 16

Before executives at Ben & Jerry's Homemade launched their ice cream in the United Kingdom, the company conducted extensive research to determine whether the package design effectively communicated the brand's "super premium" position.This is an example of dual-extension strategy.

Accepted Answer

A) True 
 B)False

Question 17

A brand is a complex bundle of images and experiences in the customer's mind.It is a promise by a particular company about a particular product.

Accepted Answer

A) True 
 B)False

Question 18

What factors should managers take into account in developing new products for international markets? What are the consequences for not adequately testing new products?

Accepted Answer

It is extremely important to carefully d

Question 19

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

Accepted Answer

The essence of marketing is finding cons

Question 20

Product problems initially made headlines in 2008 regarding a turbine blade manufactured by Suzlon and financed by John Deere.All of the following problems were encountered by Suzlon except:

Accepted Answer

A) wind energy cracked a turbine blade and broke off a tower in Illinois. 
B) cracks were found on more than 60 blades on turbines run by Deere. 
C) Suzlon was battling product reliability and durability problems. 
D) Suzlon faced a cash crunch. 
E) policymakers in many parts of the world supported Suzlon. 
A) wind energy cracked a turbine blade and broke off a tower in Illinois. 
B) cracks were found on more than 60 blades on turbines run by Deere. 
C) Suzlon was battling product reliability and durability problems. 
D) Suzlon faced a cash crunch. 
E) policymakers in many parts of the world supported Suzlon.

Which of the following is not in the top five of the world's most valuable brands according to a 2010 rankings?

In Chinese markets, Nike had a problem using the "Just Do It" attitude which was not found to be appropriate.Finally, Nike decided to use Chinese athletes in their promotion.This type of adaptation was needed due to:

In 2008, the United States enacted a country-of-origin labeling (COOL)law.The law requires supermarkets and other food retailers to display information that identifies the country that meat, poultry, and certain other food products come from.

Due to the European Commission's regulation, McDonald's cannot give away soft plastic toys with its Happy Meals in Europe.

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

The basic human need to consume food and drink is not the same thing as wanting or preferring a Big Mac or a Coke.

The "Virgin" brand is a global brand with several brand extensions.

The Advanced Photo System (APS)created by Kodak and its partners combines traditional chemical photo processing with digital technology.One benefit of the system is that shutterbugs can choose 3 different print sizes.The APS would best be described as a:

Explain the differences between "Product Adaptation-Communication Extension" and "Product-Communication Adaptation" strategies.

In some product categories, foreign products have a substantial advantage over their domestic counterparts simply because of their "foreign-ness."

An express warranty is a written guarantee that assures the buyer:

Packaging is an important consideration for products that are shipped to markets worldwide.Which of the following statement related to packaging is not true?

Coca-Cola has developed several branded drink products for sale only in Japan, including a noncarbonated ginseng-flavored beverage.Using this as an example, outline the differences between local brand and global brand, combination branding, communication-branding, and brand extensions.

As outlined by branding expert Kevin Keller, the benefits of strong brand equity include all of the following except:

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

Before executives at Ben & Jerry's Homemade launched their ice cream in the United Kingdom, the company conducted extensive research to determine whether the package design effectively communicated the brand's "super premium" position.This is an example of dual-extension strategy.

A brand is a complex bundle of images and experiences in the customer's mind.It is a promise by a particular company about a particular product.

What factors should managers take into account in developing new products for international markets? What are the consequences for not adequately testing new products?

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

Product problems initially made headlines in 2008 regarding a turbine blade manufactured by Suzlon and financed by John Deere.All of the following problems were encountered by Suzlon except:

Introduction to Global Marketing

The Global Economic Environment

Regional Market Characteristics and Preferential Trade Agreements

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

Which of the following is not in the top five of the world's most valuable brands according to a 2010 rankings?

In Chinese markets, Nike had a problem using the "Just Do It" attitude which was not found to be appropriate.Finally, Nike decided to use Chinese athletes in their promotion.This type of adaptation was needed due to:

In 2008, the United States enacted a country-of-origin labeling (COOL)law.The law requires supermarkets and other food retailers to display information that identifies the country that meat, poultry, and certain other food products come from.

Due to the European Commission's regulation, McDonald's cannot give away soft plastic toys with its Happy Meals in Europe.

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

The basic human need to consume food and drink is not the same thing as wanting or preferring a Big Mac or a Coke.

The "Virgin" brand is a global brand with several brand extensions.

The Advanced Photo System (APS)created by Kodak and its partners combines traditional chemical photo processing with digital technology.One benefit of the system is that shutterbugs can choose 3 different print sizes.The APS would best be described as a:

Explain the differences between "Product Adaptation-Communication Extension" and "Product-Communication Adaptation" strategies.

In some product categories, foreign products have a substantial advantage over their domestic counterparts simply because of their "foreign-ness."

An express warranty is a written guarantee that assures the buyer:

Packaging is an important consideration for products that are shipped to markets worldwide.Which of the following statement related to packaging is not true?

Coca-Cola has developed several branded drink products for sale only in Japan, including a noncarbonated ginseng-flavored beverage.Using this as an example, outline the differences between local brand and global brand, combination branding, communication-branding, and brand extensions.

As outlined by branding expert Kevin Keller, the benefits of strong brand equity include all of the following except:

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

Before executives at Ben & Jerry's Homemade launched their ice cream in the United Kingdom, the company conducted extensive research to determine whether the package design effectively communicated the brand's "super premium" position.This is an example of dual-extension strategy.

A brand is a complex bundle of images and experiences in the customer's mind.It is a promise by a particular company about a particular product.

What factors should managers take into account in developing new products for international markets? What are the consequences for not adequately testing new products?

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

Product problems initially made headlines in 2008 regarding a turbine blade manufactured by Suzlon and financed by John Deere.All of the following problems were encountered by Suzlon except:

Introduction to Global Marketing

The Global Economic Environment

Regional Market Characteristics and Preferential Trade Agreements

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