Question 1

The marketers of Corona beer achieved great success in the U.S.market by:

Accepted Answer

A) retaining the bottle design originally used in Mexico. 
B) hiring Hispanic movie stars as endorsers. 
C) distributing Corona in returnable bottles. 
D) changing the brewing recipe to conform to American palates. 
E) having the label in Spanish language. 
A) retaining the bottle design originally used in Mexico. 
B) hiring Hispanic movie stars as endorsers. 
C) distributing Corona in returnable bottles. 
D) changing the brewing recipe to conform to American palates. 
E) having the label in Spanish language.

Question 2

Intangible product attributes includes a brand's overall reputation or mystique.

Accepted Answer

A) True 
 B)False

Question 3

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:

Accepted Answer

A) product-communications extension. 
B) product extension-communications adaptation. 
C) product adaptation-communications extension. 
D) product-communication adaptation. 
E) product invention. 
A) product-communications extension. 
B) product extension-communications adaptation. 
C) product adaptation-communications extension. 
D) product-communication adaptation. 
E) product invention.

Question 4

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

Accepted Answer

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

Question 5

Many consumers consider products with labels such as "Made in Bangladesh" and "Made in Brazil" to be of inferior quality and value

Accepted Answer

A) True 
 B)False

Question 6

For a country like Slovenia to enhance its image abroad is a very different matter than for China.

Accepted Answer

A) True 
 B)False

Question 7

Which of the following could hinder the success of products labeled "Made in Bangladesh" or "Made in Thailand" in export markets?

Accepted Answer

A) negative country-of-origin bias 
B) no possible quality/price positioning 
C) low acceptance of private brands 
D) lack of promotion in global markets 
E) high product saturation levels in global markets 
A) negative country-of-origin bias 
B) no possible quality/price positioning 
C) low acceptance of private brands 
D) lack of promotion in global markets 
E) high product saturation levels in global markets

Question 8

Before Ben & Jerry's launched their ice cream in the United Kingdom, the company conducted extensive research to determine whether the package design was appropriate.The research indicated that British consumers perceived the colors differently than U.S.consumers.The package design was changed accordingly.This type of strategy can be defined as:

Accepted Answer

A) product-communications extension. 
B) product extension-communications adaptation. 
C) product adaptation-communications extension. 
D) product-communication adaptation. 
E) product invention. 
A) product-communications extension. 
B) product extension-communications adaptation. 
C) product adaptation-communications extension. 
D) product-communication adaptation. 
E) product invention.

Question 9

Recent research has confirmed that the levels in Maslow's hierarchy are the same in the United States and Asia.

Accepted Answer

A) True 
 B)False

Question 10

Motorola's failed Iridium venture was a global satellite telephone network designed to allow users to make or receive calls anywhere on the globe using handsets that are somewhat bigger than typical cellular phones.What type of innovation did Iridium represent?

Accepted Answer

A) a continuous innovation 
B) a dynamically continuous innovation 
C) a discontinuous innovation 
D) a platform-based innovation 
E) none of the above 
A) a continuous innovation 
B) a dynamically continuous innovation 
C) a discontinuous innovation 
D) a platform-based innovation 
E) none of the above

Question 11

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?

Accepted Answer

A) product-communications extension 
B) product extension-communications adaptation 
C) product adaptation-communications extension 
D) product-communication adaptation 
E) product invention 
A) product-communications extension 
B) product extension-communications adaptation 
C) product adaptation-communications extension 
D) product-communication adaptation 
E) product invention

Question 12

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

Accepted Answer

A) True 
 B)False

Question 13

In the summer of 2006, it was announced that the company's Smart car would be offered for sale in the United States.Which global company was responsible for bringing the Smart car to market?

Accepted Answer

A) Swatch 
B) Volkswagen 
C) Nissan 
D) Ford 
E) DaimlerChrysler 
A) Swatch 
B) Volkswagen 
C) Nissan 
D) Ford 
E) DaimlerChrysler

Question 14

Brand equity is an example of a tangible product attribute.

Accepted Answer

A) True 
 B)False

Question 15

Regulators in different countries have proposed various regulations for product labeling.All of the following statements pertaining to such regulations are true except:

Accepted Answer

A) mandatory health warnings on tobacco products are required in most countries. 
B) the American Automobile Labeling Act clarifies the country of origin as well as the final assembly point. 
C) in 2008, the United States enacted a country of origin labeling (COOL)law. 
D) the use of terms "light" and "natural" are allowed on labels only in the United States. 
E) McDonald's is posting nutrition information on all food packaging and wrappers in selected markets. 
A) mandatory health warnings on tobacco products are required in most countries. 
B) the American Automobile Labeling Act clarifies the country of origin as well as the final assembly point. 
C) in 2008, the United States enacted a country of origin labeling (COOL)law. 
D) the use of terms "light" and "natural" are allowed on labels only in the United States. 
E) McDonald's is posting nutrition information on all food packaging and wrappers in selected markets.

Question 16

Sony introduced Walkman first as "Soundabout." Two months later it went on sale in the United Kingdom as "Stowaway" and then came out as "Walkman." Thus, Sony managers found themselves losing sales because they had three different names for the same item.

Accepted Answer

A) True 
 B)False

Question 17

Scotland's top export category is information technology.

Accepted Answer

A) True 
 B)False

Question 18

Global brands are symbols of cultural ideals, and as such, marketers can use global consumer culture positioning (GCCP)to communicate a brand's global identity.

Accepted Answer

A) True 
 B)False

Question 19

Sony created a new market when it introduced VCRs, which can be considered as an example of discontinuous innovations.

Accepted Answer

A) True 
 B)False

Question 20

Around the world, various brands of personal computers are sold with Pentium processors.This fact is often used as a selling point, with advertising that proclaims "Intel Inside." Which branding concept does such advertising reflect?

Accepted Answer

A) brand equity 
B) co-branding 
C) brand image 
D) brand extension 
E) tiered branding 
A) brand equity 
B) co-branding 
C) brand image 
D) brand extension 
E) tiered branding

The marketers of Corona beer achieved great success in the U.S.market by:

Intangible product attributes includes a brand's overall reputation or mystique.

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:

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

Many consumers consider products with labels such as "Made in Bangladesh" and "Made in Brazil" to be of inferior quality and value

For a country like Slovenia to enhance its image abroad is a very different matter than for China.

Which of the following could hinder the success of products labeled "Made in Bangladesh" or "Made in Thailand" in export markets?

Recent research has confirmed that the levels in Maslow's hierarchy are the same in the United States and Asia.

Motorola's failed Iridium venture was a global satellite telephone network designed to allow users to make or receive calls anywhere on the globe using handsets that are somewhat bigger than typical cellular phones.What type of innovation did Iridium represent?

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

In the summer of 2006, it was announced that the company's Smart car would be offered for sale in the United States.Which global company was responsible for bringing the Smart car to market?

Brand equity is an example of a tangible product attribute.

Regulators in different countries have proposed various regulations for product labeling.All of the following statements pertaining to such regulations are true except:

Sony introduced Walkman first as "Soundabout." Two months later it went on sale in the United Kingdom as "Stowaway" and then came out as "Walkman." Thus, Sony managers found themselves losing sales because they had three different names for the same item.

Scotland's top export category is information technology.

Global brands are symbols of cultural ideals, and as such, marketers can use global consumer culture positioning (GCCP)to communicate a brand's global identity.

Sony created a new market when it introduced VCRs, which can be considered as an example of discontinuous innovations.

Around the world, various brands of personal computers are sold with Pentium processors.This fact is often used as a selling point, with advertising that proclaims "Intel Inside." Which branding concept does such advertising reflect?

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

The marketers of Corona beer achieved great success in the U.S.market by:

Intangible product attributes includes a brand's overall reputation or mystique.

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:

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

Many consumers consider products with labels such as "Made in Bangladesh" and "Made in Brazil" to be of inferior quality and value

For a country like Slovenia to enhance its image abroad is a very different matter than for China.

Which of the following could hinder the success of products labeled "Made in Bangladesh" or "Made in Thailand" in export markets?

Recent research has confirmed that the levels in Maslow's hierarchy are the same in the United States and Asia.

Motorola's failed Iridium venture was a global satellite telephone network designed to allow users to make or receive calls anywhere on the globe using handsets that are somewhat bigger than typical cellular phones.What type of innovation did Iridium represent?

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

In the summer of 2006, it was announced that the company's Smart car would be offered for sale in the United States.Which global company was responsible for bringing the Smart car to market?

Brand equity is an example of a tangible product attribute.

Regulators in different countries have proposed various regulations for product labeling.All of the following statements pertaining to such regulations are true except:

Sony introduced Walkman first as "Soundabout." Two months later it went on sale in the United Kingdom as "Stowaway" and then came out as "Walkman." Thus, Sony managers found themselves losing sales because they had three different names for the same item.

Scotland's top export category is information technology.

Global brands are symbols of cultural ideals, and as such, marketers can use global consumer culture positioning (GCCP)to communicate a brand's global identity.

Sony created a new market when it introduced VCRs, which can be considered as an example of discontinuous innovations.

Around the world, various brands of personal computers are sold with Pentium processors.This fact is often used as a selling point, with advertising that proclaims "Intel Inside." Which branding concept does such advertising reflect?

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