Question 1

The "Intel Inside" campaign is an example of co-branding.

Accepted Answer

A) True 
 B)False

Question 2

A global brand has the same name and, in some instances, a similar image and positioning throughout the world.

Accepted Answer

A) True 
 B)False

Question 3

In Hellmut Schutte's modified hierarchy to explain the needs and wants of Asian consumers, the last three levels are affiliation, admiration, and self actualization.

Accepted Answer

A) True 
 B)False

Question 4

Maslow's hierarchy is applicable to global marketing because it can help explain how:

Accepted Answer

A) basic human needs can drive the development of global products. 
B) "self-actualization" is the highest-order need in Japan as well as Western nations. 
C) status needs in different countries can only be fulfilled with localized products. 
D) "luxury badging" is irrelevant to companies marketing in Asia. 
E) Asians differ from Westerners in their basic physiological needs. 
A) basic human needs can drive the development of global products. 
B) "self-actualization" is the highest-order need in Japan as well as Western nations. 
C) status needs in different countries can only be fulfilled with localized products. 
D) "luxury badging" is irrelevant to companies marketing in Asia. 
E) Asians differ from Westerners in their basic physiological needs.

Question 5

Coca-Cola, McDonald's, Singapore Airlines, Mercedes-Benz, and Sony are a few of the companies that have transformed local products and brands into global ones.

Accepted Answer

A) True 
 B)False

Question 6

The corporate development team at Virgin evaluates more than a dozen proposals each day from outside and within the company.When assessing new-product ideas, they look for all of the following except:

Accepted Answer

A) synergy with existing Virgin products. 
B) pricing and return on investment. 
C) marketing opportunities. 
D) if the idea "uses or abuses" the Virgin brand. 
E) aesthetic attributes of competitors products. 
A) synergy with existing Virgin products. 
B) pricing and return on investment. 
C) marketing opportunities. 
D) if the idea "uses or abuses" the Virgin brand. 
E) aesthetic attributes of competitors products.

Question 7

The Sony Walkman is an example of combination or tiered branding, whereby a corporate name is combined with a product name.

Accepted Answer

A) True 
 B)False

Question 8

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.

Accepted Answer

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

Question 9

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 was my idea." This is an example of the dual-extension strategy.

Accepted Answer

A) True 
 B)False

Question 10

Studies conducted during the 1970s and 1980s indicated that the "made in the USA" image lost ground to the "made in Japan" image.

Accepted Answer

A) True 
 B)False

The "Intel Inside" campaign is an example of co-branding.

A global brand has the same name and, in some instances, a similar image and positioning throughout the world.

In Hellmut Schutte's modified hierarchy to explain the needs and wants of Asian consumers, the last three levels are affiliation, admiration, and self actualization.

Maslow's hierarchy is applicable to global marketing because it can help explain how:

Coca-Cola, McDonald's, Singapore Airlines, Mercedes-Benz, and Sony are a few of the companies that have transformed local products and brands into global ones.

The corporate development team at Virgin evaluates more than a dozen proposals each day from outside and within the company.When assessing new-product ideas, they look for all of the following except:

The Sony Walkman is an example of combination or tiered branding, whereby a corporate name is combined with a product name.

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 was my idea." This is an example of the dual-extension strategy.

Studies conducted during the 1970s and 1980s indicated that the "made in the USA" image lost ground to the "made in Japan" image.

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 "Intel Inside" campaign is an example of co-branding.

A global brand has the same name and, in some instances, a similar image and positioning throughout the world.

In Hellmut Schutte's modified hierarchy to explain the needs and wants of Asian consumers, the last three levels are affiliation, admiration, and self actualization.

Maslow's hierarchy is applicable to global marketing because it can help explain how:

Coca-Cola, McDonald's, Singapore Airlines, Mercedes-Benz, and Sony are a few of the companies that have transformed local products and brands into global ones.

The corporate development team at Virgin evaluates more than a dozen proposals each day from outside and within the company.When assessing new-product ideas, they look for all of the following except:

The Sony Walkman is an example of combination or tiered branding, whereby a corporate name is combined with a product name.

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 was my idea." This is an example of the dual-extension strategy.

Studies conducted during the 1970s and 1980s indicated that the "made in the USA" image lost ground to the "made in Japan" image.

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