Exam 10: Brand and Product Decisions in Global Marketing

Due to the trend toward convergence, many product standards that remain on the books have been harmonized.

Generally speaking, which of the following statements is true concerning product attributes?

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 statement is not true regarding the use of color in selected countries:

Marketers in Gillette's Parker Pen subsidiary are confident that consumers in Malaysia and Singapore shopping for an upscale gift will buy the same Parker Pen as Americans shopping at Neiman Marcus.

The formulation, imagery, and consumer appeal of Colgate's Total brand toothpaste were designed to translate across national boundaries.This new global brand represents which type of product innovation?

Hindustan Lever recently developed a hard candy flavored with natural fruit juice that it sells profitably in India for the equivalent of 1 cent per piece.This is Hindustan Lever's first-ever candy product.What strategy is evident here?

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

Global brand is synonymous with global product and is often used interchangeably.

Dry soup mixes that have long been popular in Europe are marketed as sauces or dips in the U.S.This is an example of the ________ strategy.

Robust economic growth and rising incomes mean that consumers in China, India, and other emerging markets can buy cell phones as status symbols.

Whenever a new product interacts with human, mechanical, or chemical elements, there is the potential for a surprising and unexpected incompatibility.

After four years of product development, Procter & Gamble recently introduced a new, improved disposable diaper.Pampers Rash Guard diapers are designed to prevent diaper rash and represent the first time a company has made a medical claim for its diapers.What kind of innovation do the new diapers represent?

Prior to 2004, Nokia launched different cell phone products in different countries at different times.Nokia also used different advertising images and messages in different countries.Which approach to the world marketplace was Nokia using?

Products that fall under the dynamically continuous innovation category require more R & D expenditures.

When Kraft Foods launched Oreo brand cookies in China in 1996, they found that Oreo was too sweet for the Chinese palate, and the price was too high.Oreo reformulated a less-sweet chocolate-covered wafer and reduced its price.This strategy is referred to as product extension approach.

________ represent(s)the cumulative added value of a company's investment in the marketing of a brand over time.

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?

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?

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

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