Question 1

The benefits of strong brands include all of the following except:

Accepted Answer

A) greater loyalty. 
B) less vulnerability to marketing actions. 
C) less inelastic consumer response to price increases. 
D) more elastic consumer response to price decreases. 
E) larger margins. 
A) greater loyalty. 
B) less vulnerability to marketing actions. 
C) less inelastic consumer response to price increases. 
D) more elastic consumer response to price decreases. 
E) larger margins.

Question 2

Coca-Cola's contour bottle version helps consumers seek out the "real thing" is intended to differentiate Coke from other soft drinks.

Accepted Answer

A) True 
 B)False

Question 3

The "wave" that appears on red Coke cans and bottle labels is an example of a brand symbol.

Accepted Answer

A) True 
 B)False

Question 4

In countries like India and Vietnam, and other emerging markets, amenities such as refrigerators, flush toilets, and cell phones are considered status symbols.

Accepted Answer

A) True 
 B)False

Question 5

In Hellmut Schutte's modified hierarchy to explain the needs and wants of Asian consumers, the last three levels are affiliation, admiration, and self actualization.

Accepted Answer

A) True 
 B)False

Question 6

________ can also be thought of as an asset representing the value created by the relationship between the brand and its customers over time.

Accepted Answer

A) Brand extensions 
B) Co-branding 
C) Brand image 
D) Brand equity 
E) Brand loyalty 
A) Brand extensions 
B) Co-branding 
C) Brand image 
D) Brand equity 
E) Brand loyalty

Question 7

When introduced in the late 1970s, the VCR created new patterns of consumer behavior. For example, assuming the user could learn to set the timer, he or she could tape programs to watch at a later time. DVD, a playback only video system, was introduced in the late 1990s. DVD discs contain full-length movies with digital sound in a format that resembles conventional music compact discs. Which of the following most accurately describes the respective degree of newness of these two global products?

Accepted Answer

A) The VCR is a discontinuous innovation; the DVD is a dynamically continuous innovation. 
B) The VCR is a dynamically continuous innovation; the DVD is a discontinuous innovation. 
C) The VCR and DVD are both dynamically continuous innovations. 
D) The VCR and DVD are both discontinuous innovations. 
E) The VCR and DVD are both continuous innovations. 
A) The VCR is a discontinuous innovation; the DVD is a dynamically continuous innovation. 
B) The VCR is a dynamically continuous innovation; the DVD is a discontinuous innovation. 
C) The VCR and DVD are both dynamically continuous innovations. 
D) The VCR and DVD are both discontinuous innovations. 
E) The VCR and DVD are both continuous innovations.

Question 8

When Kraft Foods launched Oreo brand cookies in China in 1996, they found that Oreo was too sweet for the Chinese palate, and the price was too low. Oreo reformulated a less-sweet chocolate-covered wafer and increased its price. This strategy is referred to as product extension approach.

Accepted Answer

A) True 
 B)False

Question 9

Explain the differences between "product adaptation-communication extension" and "product-communication adaptation" strategies.

Accepted Answer

In the product adaptation-communication

Question 10

The formulation, imagery, and consumer appeal of Colgate's Total brand toothpaste were designed to translate across national boundaries. This new global brand represents which type of product innovation?

Accepted Answer

A) discontinuous innovation 
B) dynamically continuous innovation 
C) continuous innovation 
D) comparative innovation 
E) dynamically discontinuous innovation 
A) discontinuous innovation 
B) dynamically continuous innovation 
C) continuous innovation 
D) comparative innovation 
E) dynamically discontinuous innovation

Question 11

Some consumers flaunt their wealth by buying expensive products and brands that others will notice. Such behavior is referred to as "luxury badging."

Accepted Answer

A) True 
 B)False

Question 12

Perceptions and attitudes about a product's origins can be positive or negative. On the positive side, "German" is synonymous with style.

Accepted Answer

A) True 
 B)False

Question 13

Intangible product attributes, include the status associated with product ownership, a manufacturer's service commitment, and a brand's overall reputation or mystique

Accepted Answer

A) True 
 B)False

Question 14

Robust economic growth and rising incomes mean that consumers in China, India, and other emerging markets can buy cell phones as status symbols.

Accepted Answer

A) True 
 B)False

Question 15

Prior to 2004, Nokia launched different cell phone products in different countries at different times. Nokia also used different advertising images and messages in different countries. Which approach to the world marketplace was Nokia using?

Accepted Answer

A) product-communications extension 
B) product extension-communications adaptation 
C) product adaptation-communications extension 
D) product-communication adaptation 
E) product invention 
A) product-communications extension 
B) product extension-communications adaptation 
C) product adaptation-communications extension 
D) product-communication adaptation 
E) product invention

Question 16

Microsoft's Windows 7 operating system was launched in 2009 with the user-centric global advertising campaign keyed to the theme "I'm a PC, and Windows 7 was my idea." This is an example of the dual-extension strategy.

Accepted Answer

A) True 
 B)False

Question 17

Nestlé asked suppliers to find a type of glue to make the clicking sound louder when consumers snap open a tube of Smarties brand chocolate candies.

Accepted Answer

A) True 
 B)False

Question 18

Regulators in different countries have proposed various regulations for product labeling. All of the following statements pertaining to such regulations are true except:

Accepted Answer

A) mandatory health warnings on tobacco products are required in most countries. 
B) the American Automobile Labeling Act clarifies the country of origin as well as the final assembly point. 
C) in 2008, the United States enacted a country of origin labeling (COOL)law. 
D) the use of terms "light" and "natural" are allowed on labels only in the United States. 
E) McDonald's is posting nutrition information on all food packaging and wrappers in selected markets. 
A) mandatory health warnings on tobacco products are required in most countries. 
B) the American Automobile Labeling Act clarifies the country of origin as well as the final assembly point. 
C) in 2008, the United States enacted a country of origin labeling (COOL)law. 
D) the use of terms "light" and "natural" are allowed on labels only in the United States. 
E) McDonald's is posting nutrition information on all food packaging and wrappers in selected markets.

Question 19

Describe the guidelines that can assist marketing managers in their efforts to establish global brand leadership.

Accepted Answer

The following six guidelines are mention

Question 20

Generally speaking, which of the following statements is true concerning product attributes?

Accepted Answer

A) Tangible product attributes are more important than intangible ones. 
B) Intangible product attributes are more important than tangible ones. 
C) Both tangible and intangible product attributes are important. 
D) Neither tangible nor intangible product attributes are important. 
E) A product has more attributes than tangible and intangible ones. 
A) Tangible product attributes are more important than intangible ones. 
B) Intangible product attributes are more important than tangible ones. 
C) Both tangible and intangible product attributes are important. 
D) Neither tangible nor intangible product attributes are important. 
E) A product has more attributes than tangible and intangible ones.

The benefits of strong brands include all of the following except:

Coca-Cola's contour bottle version helps consumers seek out the "real thing" is intended to differentiate Coke from other soft drinks.

The "wave" that appears on red Coke cans and bottle labels is an example of a brand symbol.

In countries like India and Vietnam, and other emerging markets, amenities such as refrigerators, flush toilets, and cell phones are considered status symbols.

In Hellmut Schutte's modified hierarchy to explain the needs and wants of Asian consumers, the last three levels are affiliation, admiration, and self actualization.

________ can also be thought of as an asset representing the value created by the relationship between the brand and its customers over time.

When Kraft Foods launched Oreo brand cookies in China in 1996, they found that Oreo was too sweet for the Chinese palate, and the price was too low. Oreo reformulated a less-sweet chocolate-covered wafer and increased its price. This strategy is referred to as product extension approach.

Explain the differences between "product adaptation-communication extension" and "product-communication adaptation" strategies.

The formulation, imagery, and consumer appeal of Colgate's Total brand toothpaste were designed to translate across national boundaries. This new global brand represents which type of product innovation?

Some consumers flaunt their wealth by buying expensive products and brands that others will notice. Such behavior is referred to as "luxury badging."

Perceptions and attitudes about a product's origins can be positive or negative. On the positive side, "German" is synonymous with style.

Intangible product attributes, include the status associated with product ownership, a manufacturer's service commitment, and a brand's overall reputation or mystique

Robust economic growth and rising incomes mean that consumers in China, India, and other emerging markets can buy cell phones as status symbols.

Prior to 2004, Nokia launched different cell phone products in different countries at different times. Nokia also used different advertising images and messages in different countries. Which approach to the world marketplace was Nokia using?

Microsoft's Windows 7 operating system was launched in 2009 with the user-centric global advertising campaign keyed to the theme "I'm a PC, and Windows 7 was my idea." This is an example of the dual-extension strategy.

Nestlé asked suppliers to find a type of glue to make the clicking sound louder when consumers snap open a tube of Smarties brand chocolate candies.

Regulators in different countries have proposed various regulations for product labeling. All of the following statements pertaining to such regulations are true except:

Describe the guidelines that can assist marketing managers in their efforts to establish global brand leadership.

Generally speaking, which of the following statements is true concerning product attributes?

Introduction to Global Marketing

The Global Economic Environment

The Global Trade Environment

Social and Cultural Environments

The Political, Legal, and Regulatory Environments

Global Information Systems and Market Research

Segmentation, Targeting, and Positioning

Importing, Exporting, and Sourcing

Global Market Entry Strategies: Licensing, Investment, and Strategic Alliances

Pricing Decisions

Global Marketing Channels and Physical Distribution

Global Marketing Communications Decisions I: Advertising and Public Relations

Global Marketing Communications Decisions 2: Sales Promotion, Personal Selling, and Special Forms of Marketing Communication

Global Marketing and the Digital Revolution

Strategic Elements of Competitive Advantag

Leadership, Organization, and Corporate Social Responsibility

Filters

Exam 10: Brand and Product Decisions in Global Marketing

The benefits of strong brands include all of the following except:

Coca-Cola's contour bottle version helps consumers seek out the "real thing" is intended to differentiate Coke from other soft drinks.

The "wave" that appears on red Coke cans and bottle labels is an example of a brand symbol.

In countries like India and Vietnam, and other emerging markets, amenities such as refrigerators, flush toilets, and cell phones are considered status symbols.

In Hellmut Schutte's modified hierarchy to explain the needs and wants of Asian consumers, the last three levels are affiliation, admiration, and self actualization.

________ can also be thought of as an asset representing the value created by the relationship between the brand and its customers over time.

When Kraft Foods launched Oreo brand cookies in China in 1996, they found that Oreo was too sweet for the Chinese palate, and the price was too low. Oreo reformulated a less-sweet chocolate-covered wafer and increased its price. This strategy is referred to as product extension approach.

Explain the differences between "product adaptation-communication extension" and "product-communication adaptation" strategies.

The formulation, imagery, and consumer appeal of Colgate's Total brand toothpaste were designed to translate across national boundaries. This new global brand represents which type of product innovation?

Some consumers flaunt their wealth by buying expensive products and brands that others will notice. Such behavior is referred to as "luxury badging."

Perceptions and attitudes about a product's origins can be positive or negative. On the positive side, "German" is synonymous with style.

Intangible product attributes, include the status associated with product ownership, a manufacturer's service commitment, and a brand's overall reputation or mystique

Robust economic growth and rising incomes mean that consumers in China, India, and other emerging markets can buy cell phones as status symbols.

Prior to 2004, Nokia launched different cell phone products in different countries at different times. Nokia also used different advertising images and messages in different countries. Which approach to the world marketplace was Nokia using?

Microsoft's Windows 7 operating system was launched in 2009 with the user-centric global advertising campaign keyed to the theme "I'm a PC, and Windows 7 was my idea." This is an example of the dual-extension strategy.

Nestlé asked suppliers to find a type of glue to make the clicking sound louder when consumers snap open a tube of Smarties brand chocolate candies.

Regulators in different countries have proposed various regulations for product labeling. All of the following statements pertaining to such regulations are true except:

Describe the guidelines that can assist marketing managers in their efforts to establish global brand leadership.

Generally speaking, which of the following statements is true concerning product attributes?

Introduction to Global Marketing

The Global Economic Environment

The Global Trade Environment

Social and Cultural Environments

The Political, Legal, and Regulatory Environments

Global Information Systems and Market Research

Segmentation, Targeting, and Positioning

Importing, Exporting, and Sourcing

Global Market Entry Strategies: Licensing, Investment, and Strategic Alliances

Pricing Decisions

Global Marketing Channels and Physical Distribution

Global Marketing Communications Decisions I: Advertising and Public Relations

Global Marketing Communications Decisions 2: Sales Promotion, Personal Selling, and Special Forms of Marketing Communication

Global Marketing and the Digital Revolution

Strategic Elements of Competitive Advantag

Leadership, Organization, and Corporate Social Responsibility

Filters