Exam 10: Brand and Product Decisions in Global Marketing

India's Suzlon Energy has become a major player in the wind-turbine industry due to an inefficient and inconsistent power distribution system.

Many industry experts agree that packaging must engage the senses, make an emotional connection, and enhance a consumer's brand experience.

Colgate's Total is a new toothpaste brand whose formulation, imagery, and consumer appeal were designed from the beginning to translate across national boundaries.Which strategy did Colgate use with Total?

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

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

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

When introduced in the late 1970s, the VCR created new patterns of consumer behavior.For example, assuming the user could learn to set the timer, he or she could tape programs to watch at a later time.DVD, a playback only video system, was introduced in the late 1990s.DVD discs contain full-length movies with digital sound in a format that resembles conventional music compact discs.Which of the following most accurately describes the respective degree of newness of these two global products?

It is reported that packaging aesthetics are important to Japanese.What are aesthetics and why are those important considerations in global product marketing?

Procter & Gamble recently introduced Pampers Rash Guard.Rash Guard does not represent a new product per se; rather, the diapers are being marketed as an alternative to regular Pampers.What type of innovation do Pampers Rash Guard diapers represent?

What are brands, and what are their functions in global marketing? How do brands develop their image, identity, and equity? Are global product and global brands the same?

Recent research has suggested that in Asia, the highest level needs in Maslow's hierarchy pertain to status.

Nestle asked suppliers to find a type of glue to make the clicking sound louder when consumers snap open a tube of Smarties brand chocolate candies.

Which of the following is not one of the levels in the Asian version of Maslow's hierarchy?

An express warranty is a written guarantee that assures the buyer that he or she is getting what he or she has paid for or that provides recourse in case a product's performance falls short of expectations, in an express manner.

According to the top brand rankings, Microsoft is the world's most valuable brand.

A company that has developed a successful local product or brand can implement an adaption strategy.

Comparing the traditional formulation of Maslow's hierarchy with the results of current research on the consumer needs and motivation in Asia, which of the following is correct?

Which of the following statements is not an example of local products or brands?

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

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