Exam 7: The International Market Environment for Brand Promotion

Scenario 7-2 In 1974, H. J. Heinz Company selected Leo Burnett Company, Inc. to handle national advertising for Heinz Ketchup, and in 2002, after an intensive agency review, awarded the agency the global advertising and brand positioning for Heinz Ketchup and other condiments and sauces. Forget those original 57 varieties: H.J. Heinz now has thousands of products. One of the world's largest food producers, Heinz produces ketchup, condiments, sauces, frozen foods, beans, and pasta. Heinz controls 60% of the US ketchup market. Its customers include US and international food retailers, the food service industry, and the US military. The company's leading brands include Ore-Ida frozen potatoes and Weight Watchers foods. (www.hoovers.com-Heinz). -(Scenario 7-2) Heinz is looking for a consistent image across all markets to create equity in the brand. Which of the following is not a trend that creates favorable conditions for its global efforts?

Many newly industrialized countries have a distinct opportunity to surge ahead economically; it is called

Supporters of the globalization of international advertising campaigns focus on similarities between countries. Supporters of the localization of international advertising campaigns focus on the differences.

The single greatest advantage that international affiliates can offer over global agencies is

Cultural values are enduring beliefs about what is important to the members of a culture, which also has important effects on advertising.

American consumption values are being adopted by many countries around the world.

One of the most frustrating aspects for Americans of the global media challenge is that

Singapore has seen dozens of new Burger King restaurants open up in recent years as a result of its rapid economic growth. Which of the following classes of economic development likely best describes Singapore?

Enduring beliefs about what is important to the members of a culture are

While a demographic analysis of a country provides guidance in media decisions, it is of minimal use in determining the type of advertising an agency should do.