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

Marketing services are tangible because they can be stored and readily displayed.

Technological advances have allowed many services to be outsourced.

Consumers in the United States are more accustomed to self-service than are Japanese consumers.

"I prefer brands who behave responsibly in terms of workers' rights and the environment.If a company contributes to society,I'll buy it." This statement describes the ____ segment in the consumer attitudes toward global brands study mentioned in the text.

Health clubs,advertising agencies,and market research firms are examples of ____.

When McDonald's opened its doors in Johannesburg,South Africa,thousands of people stood in line.When Coke entered Poland,its delivery trucks drew applause at traffic lights.The textbook explained that these strong reactions occurred because ____.

In the mid-1990s,Caterpillar's brand was suffering globally.It was positioned differently in different markets,and the logo even was different market to market.To rectify the problem,Caterpillar decided to hire a brand ____ who was charged with the responsibility for building and managing the global brand.

Toyota's Lexus brand name is an example of a(n)____.

Citibank,Chase,and BankAmerica are examples of ____.

Counterfeits of trademark protected products flourish in countries where legal protection of such trademarks is weak.