Question 1

Branding in China may rely more on the visual appeal of logos than on the brand name.

Accepted Answer

A) True 
 B)False  True

Question 2

Brands provide a name or symbol that gives a product credibility and helps the consumer identify products.

Accepted Answer

A) True 
 B)False  True

Question 3

If a brand's positioning,advertising strategy,personality,look,and feel are the same in most respects in all countries,then this is a regional brand strategy.

Accepted Answer

A) True 
 B)False  False

Question 4

"Private branding" refers to

Accepted Answer

A) supplying products to a third party for sale under its brand name. 
B) hiring someone to find a brand name. 
C) brands of privately owned companies. 
D) brands not protected by trademarks. 
A) supplying products to a third party for sale under its brand name. 
B) hiring someone to find a brand name. 
C) brands of privately owned companies. 
D) brands not protected by trademarks.

Question 5

In India and the USA,McDonald's connotes convenience in a family-friendly atmosphere.

Accepted Answer

A) True 
 B)False

Question 6

In a top-down approach for global brand strategy,a global management team determines the global brand strategy and country strategies are derived from it.

Accepted Answer

A) True 
 B)False

Question 7

____________________ is the illegal use of a registered trademark.

Accepted Answer

The answer of ____________________ is the illegal use of a...

Question 8

Mark Smith does not have a preference for local or global brands.He evaluates all brands by the same criteria and is neither impressed nor alienated that a brand is global.Mark would fit into the ____ segment in the consumer attitudes toward global brands study mentioned in the text.

Accepted Answer

A) global citizen 
B) global dreamer 
C) antiglobal 
D) global agnostic 
A) global citizen 
B) global dreamer 
C) antiglobal 
D) global agnostic

Question 9

The manager or development group given the responsibility for building and managing a global brand is called a(n)____________________.

Accepted Answer

The answer of The manager or development group given the...

Question 10

A South Korean company has registered the Vakko brand in the United States.This prevents the Turkish company,Vakko,from entering into the U.S.market unless they want to buy the brand name rights from the South Korean company or create a new brand for the U.S.market.The South Korean company has ____ the Vakko brand name.

Accepted Answer

A) preempted 
B) counterfeited 
C) pirated 
D) None of the above 
A) preempted 
B) counterfeited 
C) pirated 
D) None of the above

Question 11

Marketing services to consumers abroad are difficult due to differences in consumer behavior and usage patterns between countries.

Accepted Answer

A) True 
 B)False

Question 12

DVD movies are often subject to ____;they are illegally reproduced and sold.

Accepted Answer

A) preemption 
B) counterfeiting 
C) piracy 
D) None of the above 
A) preemption 
B) counterfeiting 
C) piracy 
D) None of the above

Question 13

In China nearly all downloaded music is believed to be stolen.

Accepted Answer

A) True 
 B)False

Question 14

Reliant Energy decided to assess the company's positioning,advertising,look,and personality of its brand.The company wanted to make sure that these aspects of the brand remained constant across all of its markets.Reliant Energy was assessing the company's ____.

Accepted Answer

A) back-stage elements 
B) front-stage elements 
C) brand champion 
D) global brand strategy 
A) back-stage elements 
B) front-stage elements 
C) brand champion 
D) global brand strategy

Question 15

In Turkey,as soon as a restaurant customer appears to have finished her meal,waiters whisk the plate away.It is considered impolite to leave a finished plate in front of a customer.For a nonTurk,the speed at which the plate is taken away is very quick-even shocking.Foreign restaurant chains considering entry into the Turkish market must adapt to cultural differences in ____.

Accepted Answer

A) service personnel recruitment 
B) the wait experience 
C) customer expectations about service levels 
D) back-stage elements 
A) service personnel recruitment 
B) the wait experience 
C) customer expectations about service levels 
D) back-stage elements

Question 16

Marketing services are difficult to standardize because

Accepted Answer

A) they need to be tailored to the local culture. 
B) there are fewer opportunities to realize economies of scale. 
C) there is a high potential to realize economies of scale. 
D) Both a and b 
A) they need to be tailored to the local culture. 
B) there are fewer opportunities to realize economies of scale. 
C) there is a high potential to realize economies of scale. 
D) Both a and b

Question 17

Which of following organizations establishes laws to protect trademarks?

Accepted Answer

A) IMF 
B) WTO 
C) World Bank 
D) UN 
A) IMF 
B) WTO 
C) World Bank 
D) UN

Question 18

Lenevo's sales outside China were hurt after it purchased the PC division of IBM,because

Accepted Answer

A) the acquisition was overpriced. 
B) consumers didn't trust products made in China 
C) Lenevo responded slowly to a product harm crisis 
D) Lenevo replaced the IBM brand name with its own Make market entry easier 
A) the acquisition was overpriced. 
B) consumers didn't trust products made in China 
C) Lenevo responded slowly to a product harm crisis 
D) Lenevo replaced the IBM brand name with its own Make market entry easier

Question 19

Tamper-proof labels and holograms are examples of measures that companies take to protect their brands from counterfeiting.

Accepted Answer

A) True 
 B)False

Question 20

Microsoft must battle counterfeit production of its products throughout the globe.Which of the following is an action mentioned in the textbook that multinational companies can do to minimize and prevent counterfeit production?

Accepted Answer

A) Co-opt the offenders-asking the illegitimate producer to become a contract manufacturer for the company 
B) Educate government-emphasizing the social and political implications of counterfeits and solicit their help in shutting counterfeiters down 
C) Advertise-attempting to communicate to consumers the advantages of buying the authentic product rather than counterfeits 
D) All of the above 
A) Co-opt the offenders-asking the illegitimate producer to become a contract manufacturer for the company 
B) Educate government-emphasizing the social and political implications of counterfeits and solicit their help in shutting counterfeiters down 
C) Advertise-attempting to communicate to consumers the advantages of buying the authentic product rather than counterfeits 
D) All of the above

Branding in China may rely more on the visual appeal of logos than on the brand name.

Brands provide a name or symbol that gives a product credibility and helps the consumer identify products.

If a brand's positioning,advertising strategy,personality,look,and feel are the same in most respects in all countries,then this is a regional brand strategy.

"Private branding" refers to

In India and the USA,McDonald's connotes convenience in a family-friendly atmosphere.

In a top-down approach for global brand strategy,a global management team determines the global brand strategy and country strategies are derived from it.

____________________ is the illegal use of a registered trademark.

Mark Smith does not have a preference for local or global brands.He evaluates all brands by the same criteria and is neither impressed nor alienated that a brand is global.Mark would fit into the ____ segment in the consumer attitudes toward global brands study mentioned in the text.

The manager or development group given the responsibility for building and managing a global brand is called a(n)____________________.

Marketing services to consumers abroad are difficult due to differences in consumer behavior and usage patterns between countries.

DVD movies are often subject to ____;they are illegally reproduced and sold.

In China nearly all downloaded music is believed to be stolen.

Reliant Energy decided to assess the company's positioning,advertising,look,and personality of its brand.The company wanted to make sure that these aspects of the brand remained constant across all of its markets.Reliant Energy was assessing the company's ____.

Marketing services are difficult to standardize because

Which of following organizations establishes laws to protect trademarks?

Lenevo's sales outside China were hurt after it purchased the PC division of IBM,because

Tamper-proof labels and holograms are examples of measures that companies take to protect their brands from counterfeiting.

Microsoft must battle counterfeit production of its products throughout the globe.Which of the following is an action mentioned in the textbook that multinational companies can do to minimize and prevent counterfeit production?

Introduction to Global Marketing

The Global Economy

Cultural and Social Forces

Political and Regulatory Climate

Global Markets

Global Competitors

Global Marketing Research

Global Market Participation

Global Market Entry Strategies

Global Product Strategies

Pricing for International and Global Markets

Managing Global Distribution Channels

Global Promotion Strategies

Managing Global Advertising

Organizing for Global Marketing

Filters

Exam 11: Global Strategies for Services,Brands,and Social Marketing

Branding in China may rely more on the visual appeal of logos than on the brand name.

Brands provide a name or symbol that gives a product credibility and helps the consumer identify products.

If a brand's positioning,advertising strategy,personality,look,and feel are the same in most respects in all countries,then this is a regional brand strategy.

"Private branding" refers to

In India and the USA,McDonald's connotes convenience in a family-friendly atmosphere.

In a top-down approach for global brand strategy,a global management team determines the global brand strategy and country strategies are derived from it.

____________________ is the illegal use of a registered trademark.

Mark Smith does not have a preference for local or global brands.He evaluates all brands by the same criteria and is neither impressed nor alienated that a brand is global.Mark would fit into the ____ segment in the consumer attitudes toward global brands study mentioned in the text.

The manager or development group given the responsibility for building and managing a global brand is called a(n)____________________.

Marketing services to consumers abroad are difficult due to differences in consumer behavior and usage patterns between countries.

DVD movies are often subject to ____;they are illegally reproduced and sold.

In China nearly all downloaded music is believed to be stolen.

Reliant Energy decided to assess the company's positioning,advertising,look,and personality of its brand.The company wanted to make sure that these aspects of the brand remained constant across all of its markets.Reliant Energy was assessing the company's ____.

Marketing services are difficult to standardize because

Which of following organizations establishes laws to protect trademarks?

Lenevo's sales outside China were hurt after it purchased the PC division of IBM,because

Tamper-proof labels and holograms are examples of measures that companies take to protect their brands from counterfeiting.

Microsoft must battle counterfeit production of its products throughout the globe.Which of the following is an action mentioned in the textbook that multinational companies can do to minimize and prevent counterfeit production?

Introduction to Global Marketing

The Global Economy

Cultural and Social Forces

Political and Regulatory Climate

Global Markets

Global Competitors

Global Marketing Research

Global Market Participation

Global Market Entry Strategies

Global Product Strategies

Pricing for International and Global Markets

Managing Global Distribution Channels

Global Promotion Strategies

Managing Global Advertising

Organizing for Global Marketing

Filters