Exam 10: Brand and Product Decisions in Global Marketing

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

Which of the following statements is not an example of local products or brands?

In 2008, the United States enacted a country-of-origin labeling (COOL)law. The law requires supermarkets and other food retailers to display information that identifies the country that meat, poultry, and certain other food products come from.

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.

In the U.S., the average Buick buyer is 61 years old, which stands in marked contrast to Volvo, whose average buyer is only 50.

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 the refrigerator's lower shelf and is convenient for use by global consumers.

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?

Colgate's Total is a new toothpaste brand whose formulation, imagery, and consumer appeal were designed from the beginning to translate across national boundaries. Which strategy did Colgate use with Total?

The extension strategy where the product remains virtually unchanged but extending it in markets outside the home country is known as "adaptation strategy."

British entrepreneur Richard Branson has built a global business empire by:

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

Laws and regulations in different countries frequently lead to obligatory design. Giving examples, show how this can have an impact in global marketing.

Maslow's hierarchy of needs provide a useful framework for understanding how and why local products and brands can be extended beyond home-country borders. How can Maslow's needs hierarchy be used in global marketing?

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

If a label on a product states "Made in Thailand," and a similar product has a label "Made in Germany," why do consumers consider the latter to be better than the former? What difference does a label make in consumer perceptions?

What is the significance of innovation in global marketing? Describe different categories of innovation with examples.

Dry soup mixes that have long been popular in Europe are marketed as sauces or dips in the United States. This is an example of the ________ strategy.

What are the differences between "product-communication extension" and "product extension-communication adaptation" as strategies?

Scotland's top export category is information technology.

Google's myriad product development initiatives illustrate the point that products and brands are arguably the most crucial element of a company's marketing program.