Exam 10: Brand and Product Decisions in Global Marketing

Describe the factors that should be considered in developing new products for international markets with particular emphasis on the consequences for not adequately testing new products.

The Advanced Photo System (APS)created by Kodak and its partners combines traditional chemical photo processing with digital technology. One benefit of the system is that shutterbugs can choose three different print sizes. The APS would best be described as a:

What are brands, and what are their functions in global marketing? How do brands develop their image, identity, and equity? Are global product and global brands the same?

Products that belong to the category of "game changers" are considered as ________ innovations.

Due to the European Commission's regulation, McDonald's can only give away soft plastic toys with its Happy Meals in Europe.

The decision to offer a global product into a global brand is risky. For example, in the United Kingdom, Snickers may get confused with Knickers, the British slang for a woman's undergarment.

Which of the following is not one of the levels in the Asian version of Maslow's hierarchy?

"Intel inside" campaign promoting both the Intel Corporation and its Pentium-brand processors in conjunction with advertising for various brands of personal computers is an example of:

An express warranty is a written guarantee that assures the buyer that he or she is getting what he or she has paid for or that provides recourse in case a product's performance falls short of expectations.

Alfred Zeien, former chairman of Gillette, once noted that his company's Parker Pen unit does not have to develop a special model for Malaysia and Singapore because shoppers worldwide seek the same things when buying a gift that will serve the recipient as a status symbol. This insight relates to which level of Maslow's hierarchy of needs?

Why are packaging aesthetics an important consideration in global product marketing?

A company that has developed a successful local product or brand cannot implement an adaptation strategy.

Guidelines which can assist managers in their effort to establish global brand leadership include all of the following except:

People have local tastes based on their unique cultures and traditions-a good candy bar in Brazil is not the same as a good candy bar in China.

A global product meets the wants and needs of a global market, including the Triad which includes the following countries:

One of the benefits of strong brand equity is more elastic consumer response to price increases.

In Chinese markets, Nike had a problem using the "Just Do It" attitude which was found not to be appropriate. Finally, Nike decided to use Chinese athletes in their promotion. This type of adaptation was needed due to:

Example of a "brand symbol" includes all of the following except:

The "Virgin" brand is a global brand with several brand extensions.

Before Ben & Jerry's launched their ice cream in the United Kingdom, the company conducted extensive research to determine whether the package design was appropriate. The research indicated that British consumers perceived the colors differently than U.S. consumers. The package design was changed accordingly. This type of strategy can be defined as: